Nielsen, Concentric Ink Strategic Alliance Deal

Nielsen and Concentric, a leader in agent based simulation technology for marketing, today announced a global strategic alliance to bring a new system for brand and media planning to Nielsen clients.

Through this alliance, clients will benefit from Nielsen’s unique data assets and analytics combined with Concentric’s modeling method that synthesizes large data sets and allows clients to make strategic decisions about an advertising campaign's potential.

Nielsen is enhancing its planning capabilities to enable smarter media investments that deliver greater returns for its clients. Nielsen’s new simulation offering will replicate consumer and marketplace conditions, including earned, paid and owned media, competitive activity, product features, consumer perceptions and word-of-mouth to mimic real-world marketplace dynamics.

Greg Silverman

“Nielsen has unparalleled insight into the consumer, as well as marketing effectiveness,” said Greg Silverman, Concentric CEO. “The power of their data and analytics combined with our technology is very exciting for the future evolution of media planning technologies and the capabilities that this will bring for monetization.”

Specifically, the solution will enable marketers to examine a variety of potential marketing strategies to determine which is likeliest to drive brand value. Media plan simulation will enable advertisers and agencies to understand the potential outcomes for a given ad campaign and deliver the strongest return. Content owners will be able to test run various strategies for distributing their content in a highly fragmented ecosystem to determine the best options for their franchises.

“Our clients have increasingly difficult business questions that require thoughtful and fresh insights,” said Eric Solomon, SVP Product Leadership, Nielsen. “Through this new solution, clients will be able to gain a deeper understanding of the dynamics of the consumer and brands. We will focus on addressing three client pain points: marketing strategy optimization, media plan simulation and media asset monetization.”