• by Erik Sass  @eriksass1, September 24, 2014

Starcom MediaVest Group has struck a deal with Nielsen Catalina Solutions to integrate the latter’s data into its TV planning and buying system on behalf of advertising clients, the companies announced Wednesday. The partnership will help advertisers identify consumer segments with high potential for consumer packaged goods and over-the-counter purchases -- and then select TV programs that reach these audiences.

The deal integrates Nielsen Catalina’s AdVantics on-demand tool into the SMG TARDIIS planning and buying system. It gives clients the ability to target consumer segments created by combining Nielsen’s TV panels and cable set-top-box homes with Catalina’s data on actual purchase behavior from millions of households.

Bob Rupczynski, Kraft’s vice president of media and consumer engagement, stated: “We have been using purchase-based data to guide television decisions for multiple years already, and this year, we have even adjusted our contracts with the networks to be able to apply this data in near-real time to deliver more precise optimized television plans for our brands.”

NCS CEO Mike Nazzaro added: “Media’s next wave is integrating large-scale data sets and software platforms into existing planning and buying systems to deliver the most effective advertising to the right audience.”

Last month, Nielsen Catalina announced a deal with FourthWall Media, an independent provider of anonymous set-top box viewing data, giving it access to information on viewing behaviors from FourthWall’s MassiveData division. The partnership enabled Nielsen Catalina to expand its single source panel, combining household viewing habits and purchase behaviors, to 1.4 million households. The deal also allows Nielsen Catalina to offer more precise measurement of smaller TV networks and programming, as well as niche brands.

Also in August, Tremor Video tapped Nielsen Catalina to help CPG advertising clients target various segments, including brand loyalists, competitive buyers and lapsed buyers, using NCS’ offline household purchase data.