The Nielsen Co. said its new Mobile-PRIZM service will help advertisers target mobile audiences more effectively.
The program combines data from Nielsen’s consumer research and marketing divisions, showing results in 66 creatively named segments such as Bohemian Mix, Young Digerati, Upper Crust, Money and Brains, and The Cosmopolitans.
In addition to socioeconomic divisions, the advertising segments also include material divisions such as where consumers choose to vacation, which cars they drive and what kinds of clothes they wear.
Nielson officials did not specify whether Mobile-PRIZM includes data from its recently acquired IAG Research group.
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