AUSTIN - As part of its deeper push into programmatic buying, Nielsen is increasingly relying on data from eXelate across a variety of video offerings, says David Hohman, EVP and Managing Director of Agency Solutions at Nielsen, in an interview with Beet.TV.
Nielsen pairs its real-time audience insights with eXelate's consumer segment data to create detailed views into consumer behavior and buying tendencies.
"They are taking our data sets and making them available to platforms, agencies and advertisers based on TV behaviors, buyer graphics, segmentation. Data is being used to find audiences based on what consumers are doing online, what they're interested in," he says, in explaining how data is increasingly at the epicenter of digital advertising, but especially for programmatic offerings and precision marketing. Nielsen has been using eXelate for some time, and just completed its acquisition of the data firm last month.
The key to using data though is to employ it in such a way to drive business outcomes. "It's not just about finding an audience, but getting them to take an action. It's no longer sufficient to get your message in front of the right group. It needs to be relevant with regard to the timing, the message, and the platform the consumer is on," he says.
Hohman was interviewed by Beet.TV at the 4As' (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
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