Nielsen Pacts With Ad Agency RPA For Local Buyer Reach
February 4, 2016 at 12:48 PM (PT)
NIELSEN has reached an agreement with ad agency RPA to license NIELSEN's LOCAL BUYER REACH service, which connects industry-standard local television ratings with consumer transaction, auto registration and SCARBOROUGH local consumer insights to create a comprehensive view of local television audiences’ consumption habits.
RPA will utilize the LOCAL BUYER REACH solution to strengthen their media buying and planning by providing a complete picture of consumer viewing and buying behavior across more than 40 key ad categories, including automotive, grocery, retail, restaurant and telecommunications.
RPA VP Director Of Media Insights, Research And Accountability CLAIRE BROWN stated: “Maximizing the ROI on our client’s advertising budgets is very important to our agency. Using NIELSEN’s LOCAL BUYER REACH, we will be able to enhance our television planning and buying to ensure we deliver more consumers who are ready to buy our client’s products and services."
Added NIELSEN SVP Local Agency MICHAEL SHARP: “Providing insights into both local audience viewing behavior and local consumer buying habits is a critical way that NIELSEN can help RPA develop stronger, more focused buys for their clients. LOCAL BUYER REACH will allow RPA to demonstrate stronger efficiencies for their clients by enhancing their ability to identify the consumers who are most receptive to their messages.”