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Nielsen Intros Mobile-PRIZM Advertising Effort

By Jason Ankeny

Information and media firm The Nielsen Company announced the launch of Mobile-PRIZM, a new product that brings together its consumer segmentation and mobile media targeting tools to promise advertisers more effective audience interaction across the mobile platform.

Mobile-PRIZM combines Nielsen Mobile Media Marketplace syndicated consumer research with Nielsen Claritas' PRIZM lifestyle segmentation data, separating the subscriber population into segments including the Bohemian Mix (i.e., hipster singles, couples, students and professionals that Nielsen reports lead all categories in mobile Internet usage, with 27 percent accessing the mobile web in the last month, compared to an average 16.7 percent across all other segments), the Young Digerati (affluent and tech-savvy professionals), the Upper Crust (the wealthiest U.S. consumers), Money and Brains (advanced degrees and sophisticated tastes) and the Cosmopolitans (immigrants and descendants of multi-cultural backgrounds).

PRIZM classifies 66 segments in all, according to various socioeconomic data like income, age, race, occupation, education and household composition, along with lifestyle attributes deemed critical to advertiser marketing strategies--for example, where consumers vacation, what they drive and their favorite brands. Nielsen will now add that information to its data on consumer mobile usage, audience sizes and composition for applications including messaging, mobile video, games and ringtones.

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