Nielsen launches Nielsen Media Impact in South Korea

 Nielsen, a global leader in audience measurement, data and analytics today announced the South Korean launch of Nielsen Media Impact (NMI) – an industry-leading media planning and optimisation solution, delivering a comprehensive overview of where consumers are engaging with content, and the most effective ways to reach them. 

Fueled by Nielsen’s unique analytics and insights, including TV panels, and digital data, NMI offers the South Korean media industry deduplicated media consumption metrics across multiple platforms, all in one easy-to-use planning interface.

In addition, NMI gives advertisers, agencies, and publishers the ability to know which different media combinations are most likely to reach their key audiences, how much time those audiences spend on various media channels, as well as a range of useful demographic information.

NMI data also allows users to craft media plans based on advanced audience attributes, such as psychographics, and lifestyle and media behaviours, which are essential for effective targeting.

Key benefits

• Determine the properties and combinations of media channels that are best suited for campaign targeting
• Understand the most effective drivers for unique reach and maximum ROI
• Optimise planning and budgets to most effectively deliver against objectives across multiple channels
• Evaluate the effectiveness of advanced audience segments, far beyond basic demographics

Nielsen Asia Managing Director (Advertisers & Agencies), Aaron Rigby added: “In order to meet the rapidly-changing media consumption habits of Koreans, it’s crucial that the nation’s agencies, advertisers, and publishers have a planning solution that enables cost-effective decision-making about where and when to engage audiences with content and advertising. That’s what NMI does best. Its launch in South Korea highlights our commitment to empowering the industry to make data-informed decisions. It allows ad buyers and sellers to easily craft local or national media plans to understand where consumers are engaging with their content and the most efficient ways to reach them.”

Nielsen Media Korea Director (Advertisers & Agencies), Inho Um, said: “NMI offers a unique lens to the South Korean industry, enabling effective decision-making about where and when to engage audiences with content and advertising on multiple levels. Its arrival in the market unlocks access to new insights on media allocation and schedule optimisation, delivering better reach across an audience of platform nomads. Whether you’re looking to showcase the benefits of your media or determine the optimal combination of ads to reach your target audience, NMI has you covered.”

South Korean media agency, Spring & Flower, is one of the first industry players to embrace the competitive advantage offered by Nielsen NMI, signing on as one of the product’s launch clients. Head of Media Analysis & Experience for the company, Sangyoon Hong, said: “Advertisers are increasingly asking for integrated insights and consolidated performance metrics for their online and offline media operations, so it made sense for us to be one of the first agencies in the country to implement a cutting-edge solution like NMI. It allows us to customise our client data analytics in so many exciting ways and we’re thrilled to make its many features available to our new and existing clients.”