New tool allows brands to target FMCG consumers

Specific Media and Nielsen have launched a new ‘targeting solution’ that enables advertisers to isolate audiences based on their FMCG shopping preferences across all connected devices.

By fusing Nielsen’s Brand Media FMCG dataset with Specific Media’s proprietary behavioural data, Shopper Access will allow brands to segment and target defined shopping groups with specific messages offline, adding “unique and actionable insight to the online data currently applied to campaigns.”

Commenting on the development, Nielsen UK’s managing director for digital, James Oates, said: “The ability to find different shoppers based on their choice of store or choice of products and directly link that behaviour to their media consumption will mean greater precision and cost-effective media execution.

“At a time when budgets are under pressure this is great news for advertisers.”

Specific Media’s senior director of advanced media solutions, Toby Benjamin, added: “Advertisers are now able to champion their own brand products among current loyal customers, as well as take a ‘conquesting’ approach and target customers of competitor brands in order to increase market share.

“We also have brands using the segments to add more data layers to their standard demographic targeting, as a higher degree of inference can be made about a household’s occupants based on what’s in the shopping basket.”