Hearst television chooses Nielsen marketing cloud to drive OTT targeting
Nielsen has announced that Hearst Television has selected Nielsen Marketing Cloud to power access to premium audiences through its Hearst Anyscreen product.
Hearst Anyscreen is an advertising platform offering preferred access to premium, brand-safe, local and national digital-video, over-the-top (OTT), display and social-media inventory from Hearst and other premier content providers in combination with advanced targeting solutions and analytics.
With this agreement, Hearst Anyscreen will use Nielsen Marketing Cloud to help brands intelligently reach advanced audiences and drive better business outcomes.
By using Nielsen Marketing Cloud, brands can better manage, customize, activate and analyze audience data to reach the right audience and improve their media and marketing return on investment.
Nielsen Marketing Cloud combines consumer behavior and media consumption data that provides companies with a deeper understanding of the consumer and the ability to inform and execute cross-channel marketing strategies.
Jonathan Sumber, Television Vice President, Digital Sales, Hearst: “Hearst Anyscreen provides advertisers with high quality inventory and the scale to target at the local level, with reporting transparency at the core. Hearst. Digital marketing requires robust reach of audiences across multiple platforms, and we’re excited to expand Hearst Anyscreen’s capabilities with Nielsen’s industry-trusted data and marketing tools.”
Ameneh Atai, Senior Vice President, Nielsen: “ “We’re thrilled to help Hearst Television and its various brands plan, activate and analyze marketing initiatives by accessing the highest quality audience data in the market that is underpinned by Nielsen. Reaching local audiences is more important than ever, and our relationship with Hearst will empower better engagement and more efficient media spend.”