Getting The Nielsen Edge In Mobile Marketing

The Nielsen Company revealed today their new Mobile-PRIZM, an original product offering that “combines the company’s consumer segmentation and mobile media targeting tools, thereby helping advertisers target mobile audiences more effectively.”

The new tool brings together the resources of Nielsen Mobile, the world’s largest independent provider of syndicated consumer research to the telecom and mobile media markets, and Nielsen Claritas, the premier 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 is positioned 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 percent accessing the mobile Internet in the last 30 days (compared to an average 16.7 percent across all other segments).

“Targeted customized analysis of mobile usage patterns for PRIZM’s 66 consumer segments allows advertisers to make more informed decisions about where to place mobile advertising,” said Kanishka Agarwal, vice president of mobile media at Nielsen Mobile. “Mobile-PRIZM drives a stronger advertising ROI for our clients,” he added.

Besides 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
--  The Cosmopolitans, immigrants and descendents of multi-cultural

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.