New York: Market research company Nielsen has launched Mobile-Prizm, a new product that combines the company's consumer segmentation and mobile media targeting tools, thereby helping advertisers target mobile audiences more effectively.
The new tool synergises resources of Nielsen Mobile, an independent provider of syndicated consumer research to the telecom and mobile media markets, and Nielsen Claritas, a provider of intelligent marketing information and target marketing services.
By combining Nielsen Claritas' Prizm lifestyle segmentation data with Nielsen Mobile's Mobile Media Marketplace, Nielsen would be able to provide unique insights into consumer media habits.
For example, analysis of one Prizm segment - Bohemian Mix (a progressive mix of young singles and couples, students and professionals who are quick to check out the latest movie, nightclub, laptop or microbrew) - shows that this group leads all other categories in mobile Internet usage, with 27 per cent accessing the mobile Internet in the last 30 days (compared to an average 16.7 per cent across all other segments).
''Mobile-Prizm creates further opportunities for clients to perform targeted, customised analysis of the mobile usage patterns of each of PRIZM's 66 consumer segments so that they can make more informed decisions about where to place mobile advertising,'' said Kanishka Agarwal, vice president of mobile media at Nielsen Mobile. ''Mobile-PRIZM helps drive a positive mobile advertising ROI for our clients.''
Besides the Bohemian Mix, other key audience segments in Nielsen's mobile targeting tool include:
- Young Digerati, affluent and tech-savvy professionals;
- Upper Crust, the nation's wealthiest group;
- Money and Brains, advanced degrees and sophisticated tastes; and
- Cosmopolitans, immigrants and descendents of multi-cultural backgrounds.
''Incorporating PRIZM with the Nielsen Mobile panel provides advertisers, agencies and media companies important findings about the emerging, fast-growing mobile medium and helps them align their mobile marketing with their existing media plans,'' said Bruce Wilkinson, vice president of Nielsen Claritas' media and communications practice.
Mobile-PRIZM's development is part of Nielsen's broader mobile targeting strategy, aimed at increasing the effectiveness of mobile media companies and advertisers.
Earlier this year, Nielsen Mobile partnered with Mediamark Research & Intelligence, a leading consumer survey company, on an integrated database of consumers' mobile and offline media usage.
Mobile Media Marketplace collects and reports consumer mobile usage, audience sizes and composition across all mobile media vehicles, including messaging, mobile Internet, mobile video, games, ringtones, music, mobile applications and more.
Prizm classifies its 66 segments based on various socioeconomic data, such as income, age, race, occupation, education and household composition, as well as lifestyle attributes that are critical to advertisers' marketing strategies, such as where they vacation, what they drive and their favourite brands.