IRVINE, Calif. – Specific Media, a digital media company, announced that it has formed a multi-year strategic alliance with Nielsen Catalina Solutions, a leader in measuring and improving advertising performance using single source analytics, to launch Shopper Access, enabling advertisers to reach offline shoppers in the consumer packaged goods (CPG) category with both display and video ad campaigns.
Given the reach of Specific Media and Nielsen Catalina Solutions, the alliance marks the largest integration of offline purchase behavior and online ad data at this scale. Specific Media offers the largest addressable CPG audience with its Shopper Access solution, and is the only company to provide this type of platform for both video and display ads.
With Shopper Access, brands can connect both display and video ad campaigns with actual offline sales to understand campaign effectiveness and optimize it to increase their return on investment. This depth of data also allows brands to activate marketing campaigns using purchaser-based definitions such as light or heavy shoppers of specific products and categories, shoppers of competitive brands, “switchers” and other shopping-based behaviors.
For example, a diaper brand can use Specific Media’s Shopper Access to reach moms with an ad for baby wipes to drive cross-category and line-extension purchases. Specific Media is in discussions to apply the shopper-based solution to a number of brands from the largest CPG companies.
Nielsen Catalina Solutions, a joint venture between Nielsen and Catalina Marketing, accesses 60 million households from a subset of Catalina’s shopper data warehouse. Shopper Access provides insights into how advertising influences consumer purchase behavior. The data is anonymous and aggregated using a secure third-party agent, and does not contain personally identifiable information (PII) to protect the privacy of individuals. The shopper data is matched with Specific Media’s online audience and further modeled based on proprietary Nielsen Catalina Solutions’ shopper profiles.
“Nielsen Catalina Solutions is pleased to work with Specific Media on Shopper Access,” said Mike Nazzaro, CEO of Nielsen Catalina Solutions. “Specific Media has unmatched scale in display and video, a long history of pioneering precision marketing using behavioral triggers and a solid track record of data governance and integrity. They’ve also made significant investments in growing their CPG category and have emerged as a strong leader in this space.”
“The breadth and depth of the Nielsen Catalina Solutions data and analytics are unparalleled in the industry,” said Vic Catalfamo, vice president and head of Global Consumer Goods Category, Specific Media. “Our multi-year alliance with Nielsen Catalina Solutions will now allow our large base of CPG brand customers to reach shoppers whenever they are online, with display and video campaigns that are truly scalable across the Internet.”
About Specific Media
Specific Media is a digital media company driving viewership for content owners, engagement for brands and relevance for consumers. With capabilities spanning original programming, cross-channel distribution and addressable advertising, the company connects audiences, content and brands, adding meaning to each touch-point. As people discover new ways to consume content, Specific Media creates impactful media experiences no matter where they are.