Allant integrates ad data with Nielsen Catalina

DetailsMichelle Clancy | 21 June 2015

Looking to boost the use of TV data , analytics company Allant has forged a strategic agreement with Nielsen Catalina Solutions (NCS).

Allant’s Audience Interconnect software can create audience segments based on integrating NCS retail shopper data from 70 million households. Audience Interconnect combines consumers' television viewing patterns with the NCS retail purchase data, assisting CPG marketers and media companies in reaching consumers with addressable advertising campaigns.

For example, a national snack brand that has a new summer-themed campaign for its top selling potato chip brand could isolate and deliver the campaign to only those households that are highly likely to over index on potato chip consumption or related products, like hot dogs or dip.

“We are excited to partner with Allant to provide a combined solution that more precisely delivers the desired audiences for advertisers and drive sales results,” said Carl Spaulding, EVP client consulting at NCS.

Dave Irwin, president of Allant, added: “Consumers want to see relevant ads. This solution will ensure that the right ads are placed in the programs and networks to reach the desired audiences, based on what they’ve purchased in the past.

"Allant’s collaboration with NCS helps brands streamline the use of the data directly out of our tool, so brands can easily determine the most effective TV campaign for driving sales.”