Fusion Provides Advertisers with Unprecedented Connection Between Purchasing Behavior and Viewing Habits Across Multiple Platforms
NBC Universal and The Nielsen Company have joined forces to create sales metrics that will help advertisers make better informed buying decisions through the use of Nielsen’s “fusion” products. The announcement was made today by Alan Wurtzel, President of Research for NBC Universal, and Jon Mandel, CEO of NielsenConnect.
The collaboration between Nielsen, the country’s largest provider of consumer data, and NBC Universal, one of Nielsen’s biggest customers, is designed to move advertising sales beyond traditional demographic data and further the development of a new sales and marketing metric that clients can use for planning and Return on Investment (ROI) evaluation.
“Our ultimate objective is to make our sales and marketing partners as effective as possible in using the various platforms which NBC Universal offers,” said Wurtzel. “In this case, the development of the fusion metrics will enable us to more accurately pair NBC Universal’s unique media properties with high-value consumers for our advertisers.”
“By combining the power of Nielsen’s unique research capabilities with the insight of a significant media client like NBC Universal, we can help develop a new metric which will ultimately benefit all of Nielsen’s customers,” added Mandel.
Nielsen’s fusion product, developed by NielsenConnect, joins together data from its TV ratings service, its VideoCensus service, which measures streaming video over the Internet, and data bases of consumer activity for broader overall product categories, including packaged goods, pharmaceuticals, automotive, and movies.
About NBC Universal
NBC Universal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80% owned by General Electric and 20% owned by Vivendi.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement (Nielsen Mobile), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA.
Contact:For more information, please visit, http://www.nielsen.com.
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonaldโs, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And itโs not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. Thereโs a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, itโs surprising that sonic branding is often an afterthought in marketing plans. ย That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it โfits.โ Unfortunately, that may result in content that is in tune with whatโs trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More