NEW YORK--(BUSINESS WIRE)--Nielsen Catalina Solutions (NCS), a leader in behavior-based TV planning and analytics, and Crossix Solutions, the leader in healthcare marketing analytics, have announced a new collaboration that will enable pharma advertisers and their media agencies to improve how they plan and optimize TV media campaigns. NCS’ AdVantics Rx, powered by Crossix, will link TV viewership and fully anonymous prescription purchase data to help marketers identify the most effective television programs for advertising and to measure the reaction with actual retail sales data.
Leveraging an extensive, nationally representative TV viewing data set, AdVantics Rx defines the future of TV media planning for healthcare marketers. This collaboration will enable media planners to supplement demographic and geographic viewer data with insight into the modeled prescription use of potential viewers. As a result, it will be possible to significantly enhance the reach to their intended audience and drive incremental Rx and over-the-counter sales. The solution will launch with media planning insights into dozens of pharma segments, thanks to Crossix’s HIPAA-compliant, patented methodology.
“AdVantics Rx is a game changer for the healthcare and pharmaceutical industry,” said Asaf Evenhaim, CEO and co-founder of Crossix. “TV continues to command the lion’s share of direct-to-consumer media budgets, and marketers are being scrutinized like never before to generate incremental return on these investments. AdVantics Rx empowers marketers with the data and insights they need to make more informed – and ultimately more impactful – decisions to improve TV performance.”
“We are excited to bring our proven CPG solutions to the Rx advertising industry," said Mike Nazzaro, CEO of Nielsen Catalina Solutions. "This will help drive more efficiency, effectiveness and accountability in TV spending and provide a win-win scenario for networks and advertisers."
AdVantics Rx is ready to be used by multiple pharma brands to optimize their 2014 and 2015 TV buys. To learn more about AdVantics Rx or receive a full list of Rx audience segments available to plan with, visit www.ncsolutions.com/rx or http://www.crossix.com/advantics-rx.
About Nielsen Catalina Solutions
Nielsen Catalina Solutions (NCS) provides the most comprehensive single-source view of the consumer to help advertisers, agencies, and media companies measure and improve advertising performance by precisely linking what consumers watch and what they buy. A slate of offerings helps CPG brands increase retail sales driven by TV, online, mobile, CRM, radio, and print advertising.
The joint venture between Nielsen and Catalina integrates actual retail purchase data from over 70 million shopper households from Catalina with Nielsen Homescan® to create a representative dataset for CPG/OTC retail outlets. NCS has the largest single-source dataset for TV in 1.4 million households that incorporates "currency quality" Nielsen People Meter data and millions of cable set-top-box homes. The NCS Digital Network reaches over 90% of the U.S. online population, forming a single-source dataset of over 41 million households. Nielsen Catalina Solutions is headquartered in Cincinnati, Ohio, U.S.A. Visit www.ncsolutions.com.
About Crossix Solutions
Founded and focused on a consumer-centric healthcare analytics, Crossix is the industry standard by which Top 10 Pharma companies, leading agencies and publishers plan, measure, and optimize consumer and healthcare professional (HCP) marketing initiatives. Crossix offers the most complete cross-channel solutions, helping marketers by correlating campaign exposure to increased sales. Crossix quickly analyzes data, offers forward-looking strategic guidance, and follows through with recommendations to optimize. By leveraging trends in “Big Data” and partnering with some of the most respected names in the industry, Crossix helps marketers deliver marketing messages to the desired audience. The Crossix patented technology incorporates best-in-class privacy safeguards far exceeding HIPAA regulations. Founded in 2004, Crossix is headquartered in New York City. Visit www.crossix.com.