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BizReport : Advertising archives : January 14, 2011

Casale Media integrates Nielsen's PRIZM

Another level of engagement is coming from Casale Media. The advertising hub has integrated Nielsen's PRIZM option to offer a higher level of engagement and potentially targeting. Casale's platform works by using offline data to target online ad messages.

by Kristina Knight

casalemedia.pngThe integration of Nielsen's PRIZM unit will give Casale Media users the ability to translate offline segments into online audiences from a single dashboard without logging in to Casale's hub and then leaving to check in on the PRIZM hub. Along with real time information, users will be able to tap into advertising segments based on demographic, shopping patterns, financial information and technology preferences among other options.

"We can help marketers identify the exact segments of the online audience that either buy a marketer's product today or resemble the product's buyer profile, based on past purchase behavior and/or household characteristics," said Joe Casale, CEO of Casale. "Once identified, we can then help marketers reach these segments online wherever (e.g. in contextually relevant environments) and whenever appropriate to meet the needs of their online media plan. The combined power of audience research and targeting make it possible for marketers to zone in on the most likely customers upfront, eliminating reams of potential media waste."

One trend that is growing in ecommerce is the habit of consumers to return to stores where they had a good experience, found a good deal or purchased a product they really liked. What etailers need to remember is that as these shoppers get more comfortable online, they also become more apt to shop around - use comparison shopping engines, check out stores they hear about on social networks or in advertising.

"Consumers are definitely loyal to their offline brands, and when they are new to the world of ecommerce, they are more partial to shopping with retailers they already know and trust (from the offline world). Over time, consumers will venture outside of those familiar brands depending on their level of comfort and trust and will certainly be more inclined to shop around," said Casale.

Casale Media's advertising network monitors 3,000 short-tail publishers, allowing them to 'cover' about 70% of the US online audience.

Tags: ad targeting, Casale Media, Nielsen PRIZM, online advertising

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