Nielsen introduces media impact and marketing cloud in Hong Kong

Nielsen has launched Media Impact and Marketing Cloud in Hong Kong, to help marketers and media execs plan and activate audiences across multiple platforms. Television Broadcasts Limited (“TVB”), Hong Kong’s leading TV broadcaster, is the first client.

Nielsen Media Impact brings together consumer media behavior information across TV, digital and print media data into one easy-to-use planning interface. Marketers, agencies, and media owners are given a granular, unduplicated understanding of how different media combinations reach audiences, and how much time their audience spends on those media channels. In addition to standard age and gender information, Media Impact allows users to put together media plans based on advanced audience attributes such as advanced demographics, psychographics, lifestyle behaviors, and media behaviors, so that they understand how to best reach their audience, no matter how granular they are.

The Nielsen Marketing Cloud delivers unrivaled consumer data and analytics only Nielsen can provide, in addition to a full-suite of applications including first-party data management, cross-platform media planning, marketing activation and real-time campaign analytics. The Nielsen Marketing Cloud will provide insights around key aggregated customer characteristics, including age, gender, demographics, life-stage, shopping behavior and product purchase intent. Marketers can leverage these insights to build audience segments and activate them in real-time across all major media and marketing platforms, including mobile, online, over-the-top TV, video, social media, email and content management systems. Additionally, the Nielsen Marketing Cloud has one of the largest global predictive device graphs covering over 6 billion devices, which enables its regional and global clients to develop a single omnichannel view of their customers. All of this makes possible more relevant and timely multi-channel marketing and significant improvements in marketing ROI.

In addition to Nielsen Marketing Cloud and Nielsen Media Impact, Nielsen will provide TVB with deep cross-platform consumer analytics around its subscriber base, as well as advanced audience segmentation, modeling and targeting. These capabilities will empower TVB to monetize the full value of its advertising inventory and more effectively acquire new customers for its service. “This relationship further reinforces the fact that Nielsen has a winning combination of data, analytics and advanced marketing technology for companies across industries. Nielsen’s Total Audience framework will enable TVB to better demonstrate just how valuable its audience is and to stand out in a very competitive cross-media marketing environment,” said Cherry Lau, Senior Director, Media, Nielsen Hong Kong.

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