Outcast Media Taps Nielsen IMS for Media Planning and Precision Marketing
Outcast Uses Nielsen IMS and Nielsen On Location to Give Media Buyers and Planners Deeper Insights and More Effective Reach to Key Audiences via Video Advertising at the Pump
SANTA MONICA, Calif., April 25, 2013 /PRNewswire/ -- Outcast Media, the largest television network at the pump with over 18,000 screens across over 118 DMAs, announced today the expansion of its relationship with Nielsen and the release of an Outcast-specific Nielsen IMS model, that enables agencies and brands to quantify the increased reach and efficiency they can achieve by incorporating Outcast into their video investment strategy.
Outcast will release its new simulation to agencies later this month and be available via Nielsen IMS Clear Decisions through Crosstab (within the 2012 Doublebase study) and Nielsen Digital Place Based RandF. The model brings together GfK MRI fuel behavior with Nielsen On Location metrics for Outcast Fuel.
The model will allow agencies to build a custom Outcast media schedule and then incorporate the Outcast media plan into a client's media mix, to show the effectiveness of the Outcast medium. Outcast recently ran a media reallocation that demonstrated by shifting 11% of GRPs to its network, an auto insurance advertiser saw a 5% increase in reach among A24-54 targets, while saving 5% on cost. This is accomplished by using Nielsen IMS' Telecume system with Nielsen 2010 Cume Study data, to create a TV plan and then demonstrate how moving some GRPs to the Nielsen IMS model for Outcast in Digital Place Based R&F, will increase the overall reach in the Nielsen IMS Media Mix system.
Furthermore, through Nielsen IMS crosstab, agencies can delve deeper into the media, product and psychographic behaviors of the Outcast audience, to engage with consumers who can be difficult to reach through traditional media channels. Marketers can now see how Outcast can improve how they engage with "Ungettable," on-the-go consumers when they fill up at the pump.
Outcast's audience is known as the "Ungettables," and consists of drivers 18 to 54 who travel more than 8,000 miles each year by car and live in the top 25 DMAs. These hard-to-reach consumers spend an average of 4 minutes per fueling session at Outcast's pumps, where they have proven to be highly receptive to news, sports, entertainment and advertising content.
"Nielsen is committed to meeting ongoing measurement needs for the digital video landscape," said Paul Lindstrom, senior vice president, On Location, Nielsen. "The release of the Nielsen IMS model enables Nielsen to help Outcast's brand clients to make smarter media decisions and generate stronger results."
"We are excited to continue to our relationship with Nielsen and expand it with the implementation of IMS," says Nathan Gill, co-founder and chief revenue officer, Outcast Media. "With Nielsen IMS, media buyers and planners will see first-hand how Outcast can both improve their reach and be more specific in how they engage with highly targeted audiences, while eliminating the waste often encountered with other mediums."
Outcast is the largest and fastest growing television network at the pump reaching 33 million monthly viewers at over 18,000 screens nationwide. With engaging content that is relevant to our viewers, Outcast meets the needs of a new generation of sophisticated, multi-tasking consumers who are on-the-go and can't be reached through traditional media. The company is privately held and is headquartered in Santa Monica, California, with offices in New York City, Detroit and Chicago. For more information, please visit www.Outcast.net.
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