Nielsen has just announced a new media planning solution Local Media Impact, enabling advertisers, agencies and media professionals advanced audience buying and optimization in the 25 US Local People Meter (LPM) Designated Market Areas.
Local Media Impact is developed to make local media planning and cross-channel optimization streamlined. Moreover, it is a solution to make them efficient across local TV and Radio.
As Bob McCurdy, Beasley Media Group shared, “Local Nielsen Media Impact offers empirical data supporting radio’s ability to amplify and complement TV campaigns.”
Combined with Nielsen Scarborough local consumer insights, these combinations of TV, Radio plus Scarborough provide cross-media optimization at a persons-level and enable granular advanced audience segmentation, according to the press release.
Considering this type of multi-channel media mix, McCurdy continues that, “This is the first time radio enables users to derive cross media insights with currency grade accuracy.”
Jay Nielsen, VP, Product Leadership, Nielsen said:
Local Nielsen Media Impact offers a unique lens to the industry, enabling effective decision-making about where and when to engage audiences with content and advertising on local levels.
Similar to the solution clients have widely adopted on the national level, this local solution unlocks access to new insights on media allocation and schedule optimization to better reach a cross platform-based audience.
Nielsen’s Local Media Impact is developed to make advertisers’ decision process easier when it comes to where and when to place buys on the local level, just as national media planning tools do with also driving greater ROI for media buys.