RESEARCH TOOL PROVIDES PRECISE MEDIA TARGET
By Adnews Staff
A.C. Nielsen Canada of Markham, Ont. is introducing a new media tool next month called AdTargeter. The company will conduct twice-yearly television viewing surveys of its 7,250-member HomeScan panel. Their viewing habits will be compared with the goods they purchase to help packaged goods clients determine who consumes their products and what programs they watch. "Household demographics will be matched with viewer behavior and buying patterns to identify unique target marketing opportunities," says Nielsen vice-president Glen Cox, in a release.
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