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Sep. 8, 2008

The Nielsen Co. said its new Mobile-PRIZM marketing service will help advertisers to better target mobile audiences and in a more effective manner, using improved demographics tools.

Nielsen's new advertising program combines data from its consumer research and marketing divisions.

PRIZM shows results in 66 creatively named segments such as Bohemian Mix, Young Digerati, Upper Crust, Money, Brains and The Cosmopolitans.

In addition to socioeconomic divisions, Nielsen's advertising segments will integrate material divisions such as where consumers choose to vacation, which cars they drive and what kinds of clothes they wear, either for work or play.

Nielson officials didn't specify whether Mobile-PRIZM will include data from its recently acquired IAG Research group.

So far, news of Nielsen's new advertising program has been well received by most large advertising and marketing firms in New York.

In November, Nielsen is to offer the market an update as to how well its new ad program will have performed, followed with some numbers.

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Source: Nielsen Co.