Nielsen (NYSE: NLSN) today launched its Nielsen Marketing Cloud in APAC empowering its regional and global clients—including advertisers, agencies and media owners—to improve their advertising and content marketing effectiveness with an unrivaled combination of global audience data, technology and sales measurement solutions. Nielsen Marketing Cloud begins its APAC expansion in Hong Kong with enterprise client Television Broadcasts Ltd. (TVB), the largest TV broadcaster in Hong Kong and one of the largest Chinese content producers in the world. Nielsen Marketing Cloud anticipates additional APAC market launches in the near future.
Regional and global clients will be able to leverage Nielsen Marketing Cloud’s closed-loop suite of marketing applications including:
- The Nielsen Data Management Platform (DMP) for first-, second- and third-party data management, audience segmentation and omnichannel media activation
- Insights 360—a consumer intelligence engine that provides granular insights into people’s interests, purchase behavior, device usage, demo- and psychographics and cross-media engagement
- Nielsen AI—a unique machine learning technology that responds to real-time shifts in consumer behavior and composition
- Nielsen campaign analytics and sales attribution to measure and optimize all marketing tactics on-the-fly
“Our expansion into the APAC region is a testament to the incredible Nielsen data, technology and measurement capabilities we’ve unified under one roof,” said Damian Garbaccio, EVP, Nielsen Marketing Cloud. “We’re bringing an advanced marketing stack to a market that constitutes more than half of the world’s internet users. It’s a very exciting growth market for us and one that Nielsen has had a strong presence in for decades.”
“As a pioneer in the Hong Kong TV industry, TVB knows the advantages of being a first mover. Nielsen Marketing Cloud is enabling us to be the first broadcaster in our region to fully transform itself into a data-driven organization,” said S.K. Cheong, Executive Director and General Manager of TVB. “Nielsen Marketing Cloud will help all of our advertiser and agency clients achieve the best marketing ROI across TVB digital platforms with deeper consumer analytics, better campaign optimization and addressable TV advertising capabilities. It will also enable TVB to better personalize its content across all channels to increase engagement and improve customer experience.”
Using the Nielsen DMP’s advanced segmentation, artificial intelligence and real-time data syndication capabilities, TVB will be able to seamlessly personalize and target its content and its clients’ advertising to specific audiences across all its online, mobile, social and over-the-top (OTT) TV channels. TVB will use the next generation consumer intelligence capabilities of the Nielsen DMP to better manage, segment and provide cross-channel insights into all of its first-party linear and digital audience data, which includes its set-top box, OTT TV, mobile app, social media and website channels.
The Nielsen Marketing Cloud is currently being used by Nielsen global clients across industries including food and beverage, personal care, pet care, wine and spirits, digital media, cinema, television, audio and retail.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.