Nielsen Catalina Launches 'Shopper Access' For Specific Media, Will Tie Offline Consumers To Online Campaigns
Specific Media, the digital marketing company that acquired MySpace.com from News Corp. for a pittance last summer, just announced a multi-year deal with Nielsen Catalina Solutions, the joint venture of Nielsen and Catalina Marketing, to launch "Shopper Access," which the companies described as "single source analytics" system that will help consumer packaged goods marketers reach offline shoppers with both display and video ad campaigns.
"For example," the companies said in a statement, "a diaper brand can use Specific Media’s Shopper Access to reach moms with an ad for baby wipes to drive cross-category and line-extension purchases."
They added that Specific Media is "in discussions to apply the shopper-based solution to a number of brands from the largest CPG companies."
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