Catalina Marketing introduces Catalina BuyerVision

ST. PETERSBURG, Fla. — Catalina Marketing announced the debut of a new purchase-based targeting solution for consumer packaged goods advertisers that incorporates shopper understanding and analytics into campaign planning and measurement to drive improved performance.

Catalina BuyerVision is designed to improve the efficiency of digital media by identifying key buyer audiences based on in-store purchasing and engaging them wherever they are online, Catalina said. BuyerVision leverages Nielsen Catalina Solutions — Catalina's joint venture with Nielsen — utilizing its targeting and measurement capabilities. Once a target audience for a campaign is defined by utilizing aggregated, anonymized purchase history data, offline data is matched with Web cookies to address the same audience online. Display ads, videos and other advertising then are served up to the buyer audience wherever they are online, Catalina said.

"Catalina is a global leader in understanding and engaging a brand's most valuable consumers based on purchasing analytics," Catalina digital solutions EVP Chris Henger said. "With Catalina BuyerVision, we can share with brands and their media planners and buyers our unmatched, real-time consumer and brand insights. We also are the only multi-channel solution able to reach the same audiences with online advertising integrated with an in-store campaign to maximize volume, drive trial or reinforce loyalty. This creates a true surround sound consumer messaging opportunity for a brand to direct to its most valuable set of buyers."