Snapchat Integrates Nielsen Premium Audience Segments
Solution Provides Marketers with Customized Audience Segments to Maximize ROI
New York, NY—July 18, 2018—Nielsen today announced that its premium audience segments will be available on Snapchat’s ad buying platform. This integration will allow advertisers and agencies to buy inventory on Snapchat using Nielsen-branded audience segments through the Nielsen Marketing Cloud.
The offering will allow clients access to audience data across more than 30,000 segments including Nielsen Buyer Insights and NCS, which are based on offline purchase data. Advertisers and marketers can now create and connect with personalized audience segments using consumer characteristics, including demographics, buying behavior and mobile behavior. Snapchat’s integration will additionally allow Nielsen Marketing Cloud Data Management Platform (DMP) clients to take advantage of their first-party data segments and target them directly on Snapchat’s platform.
Snapchat’s use of Nielsen Data as a Service (DaaS) audience segments is the latest expansion of Snapchat’s collaboration with Nielsen. Snapchat currently uses Nielsen measurement solutions across Reach, Resonance, and Reaction KPIs and will now have the ability to align activation segments with ROI measurement solutions such as Nielsen Buyer Insights and NCS Sales Effect studies. The collaboration between the two companies dates back to 2014 with Snapchat’s adoption of Nielsen Digital Ad Ratings. In addition to offering third-party data from the Nielsen Marketing Cloud, Snapchat allows buyers and sellers to use Nielsen audience segments to continue demonstrating the sales lift from campaigns running through Snapchat across categories including fast-moving consumer goods (FMCG), retail, auto, finance, travel and technology.
“Discovering the audiences that drive engagement and offline sales has never been more critical for marketers, and we’re excited to continue our work with Snapchat across both our premium audience segments and measurement solutions,” said Jessica Hogue, SVP of Digital Solutions at Nielsen. “This integration with Snapchat will allow partners to plan, activate and analyze marketing initiatives by accessing the highest quality audience data in the market underpinned by Nielsen.”
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.