Nielsen announced a partnership with DBM Consultants to integrate Nielsen’s Consumer & Media View solution with the market-leading DBM Atlas dataset.
The new product, DBM Atlas + Media Profiler, offers more than 12,000 attitudinal, behavioural and media variables for in-depth consumer profiling, including when and how to best reach and engage key audiences.
Nielsen says the product gives marketers, agencies and publishers a competitive edge in the banking, insurance and wealth management space.
Consumer profiles can now include expanded insights across attitudinal, lifestyle behaviour, banking, insurance and wealth management purchase intentions, sporting passions and media consumption preferences.
Monique Perry, managing director, media & sports, Nielsen Media Australia, says the new joint solution will unlock a deeper consumer understanding, specifically across the financial services sector.
Kipling Zubevich, CEO, DBM Consultants, says the product is an effective tool for financial services media planners, strategists and marketers.
“As budgets tighten and media consumption continues to fragment, it is critical these professionals have the most comprehensive view of the market possible,” he says.
“This innovative new solution allows the optimisation of media planning specifically for financial services in a time when precise targeting has never been more important.”
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