Publicis-owned Starcom MediaVest Group (SMG) and Nielsen Catalina Solutions (NCS) – a 2009 joint venture between Nielsen Research and Catalina – unveiled a two-year partnership Wednesday wherein Nielsen Catalina’s household-level purchase data will integrate directly with SMG’s optimization system TARDIIS. This deal will ideally let SMG clients swiftly access NCS data so they can better allocate their TV ad spend.
NCS data sets, which combine viewer data from Nielsen with shopper data from Catalina, are designed to let advertisers use purchaser data instead of demographic data to inform their media buys, particularly in television.
“[Our software] lets you better choose shows that are over-represented on your audience,” said NCS CEO Mike Nazzaro. Nielsen Catalina and its clients have been at this for a while, but what’s different here is that Nielsen Catalina has a deal with an agency.
Traditionally, the company worked with agencies but, as Nazzaro said, “it’s a stretch to call them deals. We typically sell our services to the advertiser but the agency is the day to day user on behalf of the advertiser.”
Still, it’s not as if NCS and SMG struck this deal independently from advertisers. SMG clients Kellogg Company and Kraft Foods Group drove the agreement, according to Nielsen Catalina’s VP of product and strategy, Chase Miller.
The benefits of this tighter integration, said Nazzaro and SMG EVP of research Kate Sirkin, is that it eases workflow around accessing and integrating NCS data.