Nielsen announced the launch of purchase-based audience segments in Taiwan to help advertisers and agencies reach their desired audiences built on rich retail and FMCG behavioral data. Nielsen Retail and FMCG segments are being powered in the region by Lotame, a data solutions provider, to drive customer insights and turn personas into addressable advertising. The collaboration will provide insights into people’s purchase behaviour.
The modeled segments leverage a large seed of consumers’ big data from actual receipts allowing clients to target audiences who shop at specific retailers and buy within specific product categories. Nielsen Media anticipates additional APAC market collaborations with Lotame in the near future, including but not limited to Japan and India.
“This enables clients to develop a real and more holistic view of their customers and identify true potential consumers for making significant improvements in marketing ROI,” said Irene Chen, vice president, Nielsen Media Taiwan.
Ranjeet Laungani, North Asia leader, Nielsen Media, added, “This is a big win for sophisticated Taiwan-based advertisers and agencies, who for the first time will be able to reach their desired mobile-based audiences based on rich purchase data from Nielsen Media. Taiwan is an emerging adtech powerhouse and we are thrilled to provide our support to the thriving digital ad ecosystem with this launch to further cement our strong position in the market as the leader for media measurement, planning, and outcomes. The exciting partnership with Lotame for this market underscores our commitment to collaborate as necessary with strategic partners to bring our clients the very best solution.”
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Fred Marthoz, managing director – Asia, Lotame, said, “Consumer shopping habits have changed dramatically over the last six months, and will continue to do so. We’re thrilled to partner with Nielsen to bring real-time, relevant, purchasing behaviors at scale to the Taiwan market. Nielsen’s methodology based on nearly a century of experience combined with Lotame’s global scale and data expertise make for a winning combination — and a strategic advantage for smart marketers.”