Audience measuring firm Nielsen is planning to expand their data collection by teaming up with diverse-owned media companies to elevate visibility for minority-owned brands.
Nielsen hopes to be the first to report on diverse audience profiles, with the ultimate goal of curating content, advertising and creative alike, that resonates with often overlooked minority audiences.
In fact, the firm has already worked with Latina-owned tech company Canela Media during the pilot initiative of the program, starting with one measured campaign that quickly increased to five within the partnership’s first week. “Our partnership with Nielsen has enabled us to deliver the granular level of transparency and measurement our clients demand,” Canela Media CEO Isabel Rafferty said in a press statement. “They understand our business and offer us valuable insight for campaign optimization and advertising efficacy.”
Moving forward with the expansion of the program, Nielsen is also collaborating with P&G and the National Minority Supplier and Development Council to cover fees for diverse-owned media suppliers to gain Minority Business Enterprise certifications, which are needed to qualify for diverse investment opportunities. Dave Kenny, CEO of Nielsen, said of the move, “Advertisers and the media industry recognize the need to be more inclusive and want to ensure they reach an audience that is increasingly diverse. We are leading the charge to develop a consistent framework to help demonstrate the value of diverse owned media.”