![]() By embedding Nielsen data and relevant and robust first- and third-party consumer and business data, eMbrace will help inform strategic direction resulting in campaigns that resonate with polycultural segments of the population. Incorporating data analyses that have not been unavailable until now, this unique view that captures audience segment insights and relevance – the keys to differentiation and driving business outcomes – aren’t muted by mainstream marketing conventions.”ĮMbrace, which Horizon Media is using as part of its pre-upfront planning with clients, will empower the agency’s planning teams to more equitably optimize media and channel mix by audience. “This perspective is a step beyond multicultural planning to new strategies and executions – founded on Nielsen data – that are tailored to specific audiences. “Today’s most effective marketing strategy discussions start with an inclusive mindset – and with an operational view – not just theoretical – that cultural relevancy is an imperative,” said Karina Dobarro, EVP, Managing Partner, Multicultural at Horizon Media. ![]() As important, the eMbrace analyses will enable media planning strategies to more equitably allocate investments and partnerships across minority-owned and minority-targeted media. By bringing a culturally equitable lens to communications and media planning, eMbrace will also identify actionable business growth opportunities that would otherwise be minimized or “washed out” in a typical “general market” population-based analysis. Through the analytics and analyses of eMbrace, brand marketers will now have an equity index score yielding insights that will help drive channel mixes that are more inclusive of polycultural segments to better drive connections, resonance, and business outcomes. This new communications and media planning platform, which recalibrates population-based, survey/panel outputs for a more equitable emphasis of Asian, Black, and Hispanic insights, is a critical precursor to media and investment planning, will help advertisers develop more thorough, inclusive strategies to better engage diverse audiences. Addressing the need to leverage a data-driven approach to align cultural imperatives with a brand’s marketing and business priorities, Horizon Media developed the idea and overarching purpose of eMbrace and enlisted Nielsen (NYSE: NLSN) to develop the software and data solution. Accordingly, marketing practices that fully weigh brands’ needs to reach multicultural groups are critical so planning tools and data sets must innovate and evolve with more speed, relevance, and resonance in engaging polycultural audiences. ![]() becomes increasingly diverse and more people self-identify with more than one race, culture, or ethnicity, “Multiracial” is the fastest growing segment of the U.S. NEW YORK, Ap(GLOBE NEWSWIRE) - As the U.S.
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