Targeting the right audience is easy with Google TV Ads and Nielsen PRIZM

Monday, November 2, 2009 | 3:50 PM

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At Google TV Ads, we're constantly working to improve our platform to help advertisers find and target the right audiences. To this end, we're proud to announce a partnership with Nielsen's PRIZM lifestyle segmentation product, yet another feature which allows advertisers to hone in on the right audiences with Google TV Ads.

This partnership brings more layers of audience data to our existing targeting tools. In addition to demographic and interest dimensions from Nielsen and Equifax already available in our targeting tools, advertisers will now be able to layer on PRIZM segments to find their audience on TV through Google TV Ads. PRIZM categorizes US households into 66 unique segments, using attributes such as lifestage, income, social group, home ownership, employment, and education.

Sample PRIZM segments include:

  • New Empty Nestswith their grown-up children recently out of the house, New Empty Nests is composed of upscale older Americans who pursue active–and activist–lifestyles. This is the top-ranked segment for all-inclusive travel packages;
  • New Homesteadersyoung, middle-class families with comfortable, child-centered lifestyles; and
  • Young Digerati – the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe.
How does it work? Advertisers simply select a PRIZM cluster in the Google TV Ads interface, and receive recommendations on which TV networks, dayparts, and programs are popular with that cluster. Advertisers can then add the media they'd like to target and air ads within 24 hours of building a campaign.

(Click on the image for a full-size version)

This extended relationship between Nielsen and Google complements and builds on our existing audience targeting tools and offers advertisers better targeting capabilities. We hope that all of these tools and data sources will help advertisers target their TV Ads more effectively, while allowing inventory owners to increase the value of their content.

Do you know where to find your target audience on TV? Use Nielsen PRIZM through Google TV Ads to find out today!