WW1, Nielsen Team For First ‘Audio DMP’


When it came time for Cumulus Media’s Westwood One to inaugurate an audio data management platform (DMP), it opted to align with Nielsen.

In an announcement made Wednesday morning (6/14), the dominant audience measurement company and the national radio advertising and syndication division of the nation’s No. 2 radio broadcast company have reached a deal that brings a new dimension to the Nielsen Marketing Cloud.

As Nielsen notes, the pact “ushers in an era of highly specific radio audience targeting.  Advertisers can now make sharper buying decisions across Westwood One’s over-the-air radio and streaming audio channels.”

Unique consumer insights from the Nielsen Marketing Cloud will enable Westwood One to easily provide its advertisers with detailed reports indexing all of its network station lineups, key programming (NFL and NCAA) and radio formats against their prospective customers’ demographics, personalities, TV viewing habits, digital behavior, credit card spending and specific product purchases.

“Purchase-based marketing is now a long-awaited reality for our advertisers, and proudly a first-mover advantage for Westwood One,” said Suzanne Grimes, Cumulus’ EVP/Corporate Marketing, Cumulus Media and WW1 President. “Radio now offers specificity of audience alongside the biggest reach in media. We are embracing Nielsen’s big data capabilities to enable our advertisers to identify and reach their best customers across every radio format we offer at an extremely high degree of accuracy.”

Specifically, the Nielsen Marketing Cloud connects Westwood One’s radio formats to real offline purchase data. The Nielsen DMP accomplishes this by linking WW1 audience data captured via the PPM and Westwood One’s proprietary streaming audio data with other Nielsen data assets in real time. This includes Nielsen Catalina Solutions’ CPG purchase data and Nielsen Buyer Insights purchase data.

Nielsen EVP/Commercial Damian Garbaccio added, “This enables Westwood One to better demonstrate just how important its audience is and to win more advertising dollars in a very competitive cross-media marketing environment.”