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Partner Spotlight in the EU: Nielsen – How to Intelligently Target Audiences for Out-of-Home Media Buying

15 October 2020, Thursday | By: Giulia Grazzini
ooh retarget consumers outdoor advertising

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

OOH operators and advertisers are demanding effortless solutions to deliver results at scale and qualitative data they can rely on. They are looking at efficient ways to understand who a customer is, where the customer has been, and what he/she is likely to do next. Additionally, leveraging traffic trends helps them deliver a more personalized and relevant ad experience. To unlock the mindset of the desidered consumers cross-channel, Marketers need a valuable marketing tool for measuring purchasing behavior and intent related to OOH campaigns.

To solve these challenges, Adsquare puts together the strengths of all Adsquare´s products in one single platform: the Out-of-Home Planner. By combining spatial data, audience data and movement data, Adsquare is able to score any operators’ OOH poster panels against any chosen custom audience segment. Also, Adsquare’s pre-bid integrations with DSPs allow for real-time programmatic activation of DOOH campaigns.

To strengthen its capabilities, on October 15th, Adsquare entered a partnership with Nielsen (NYSE: NLSN) in the U.K., Germany, France, Italy and Spain making Nielsen´s reach data actionable through the Out-of-Home Planner. Nielsen´s data includes premium owned and operated audience data, insight into consumer behavior, preference, purchasing decisions and habits.

In this way, brands, media companies, marketing agencies, and advertising firms can further improve campaign planning, programmatic DOOH activation, multi-device retargeting, measurement and insights.

A press release about the partnership between Adsquare and Nielsen can be found in our newsroom.

For any questions and queries, feel free to reach out to us via our contact form.

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.