Nielsen (NLSN) Offers DMP To Panoply Media For Podcast Ads
Zacks Investment Research | Jul 11, 2017 10:35PM ET
Nielsen Holdings plc’s (NYSE:NLSN) Data Management Platform (DMP) will now power Panoply Media’s Megaphone Targeted Marketplace.
The measurement leader announced yesterday that it is helping Panoply Media as it forays into podcast advertising by providing advanced consumer insights and audience segmentation. Panoply’s advertising partners can now use Nielsen’s DMP and Panoply’s Megaphone Targeted Marketplace to target specific podcast audience through more effective advertising messages.
Another Attempt to Boost Revenues
The move is another attempt by Nielsen to expand its client base by utilizing its strong position in viewership data and analytics across media and advertising industries.
We believe the move will help Nielsen boost its Watch segment revenues. The segment provides viewership and listening data and analytics across television, radio, online and mobile screens, primarily to media and advertising industries. The performance of the segment was particularly strong in the last quarter.
In the last quarter, Watch business revenues totaled $769 million (50.4% of first quarter revenues), up 10.8% year over year and 11.1% at constant currency. The rise came on the back of continued strength in Audience Measurement and Marketing Effectiveness, which improved 13.3% and 14%, respectively, on a constant currency basis.
Nielsen N.V. Revenue (TTM)
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