Marketing Architects Expands Relationship with Nielsen, Announces Data-Driven, Comprehensive Agreement

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Agreement Includes Nielsen Media Impact with TV, Radio, Digital Data, Local TV and Audio Measurement in All Markets

Marketing Architects has expanded its relationship with Nielsen by adding a comprehensive suite of measurement and planning tools including Nielsen Media Impact (NMI) with TV, radio and digital data. The company has also renewed Local TV and Audio measurement data in all markets. Marketing Architects is a Minneapolis-based advertising agency that drives rapid growth and solves complex business challenges for clients.

“We have a 22-year history of helping companies reach major milestones, and television has been a key marketing channel for our clients,” said Chuck Hengel, CEO, Marketing Architects. “We invest our own capital into each TV campaign, so we are excited to see how Nielsen’s enhanced Local TV ratings will impact our upfront decision-making when it comes to client campaigns. We’re also looking forward to using advanced national planning tools such as Nielsen Media Impact to accelerate monetization opportunities for our valued clients within the changing and competitive landscape.”

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In October, Nielsen announced it had completed a major transformation of its Local TV business, combining advanced meter technology, big data and enhanced people-powered panels into its Local TV measurement service. This announcement of new currency measurement marked the capstone of a comprehensive overhaul across all 208 local media markets.

In August, Nielsen launched continuous diary measurement (CDM). CDM positions radio on a level playing field with other media such as digital and TV, and it allows clients to maintain a competitive edge with the ability to react more quickly to marketplace changes.

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NMI includes insights into historical media behavior and predictive analytics from its planning module to understand the future impact of media, and a target analyzer to understand and further define target audiences. Along with cross-media planning, NMI offers reach and time-spent metrics, as well as the ability to analyze any desired time frame, such as a week or month.

“We are delighted to expand our relationship with Marketing Architects,” said David Hohman, Managing Director, Nielsen Media Demand Side at Nielsen. “We are pleased to offer the full suite of our sophisticated measurement and planning capabilities, and we look forward to supporting Marketing Architects as they continue to move their performance brands forward and accelerate upward growth for their clients.”

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