Magna Global Announces Strategic Partnership With comScore, Experian and Rentrak to Launch Multiscreen Media Buying Platform
NEW YORK, NY — Magna Global and IPG Mediabrands have launched a proprietary multiscreen media buying and planning platform that they say enables greater accuracy and effectiveness across TV, digital, video and mobile mediums. Magna Global, the strategic media investment unit of IPG Mediabrands, has partnered with research leaders comScore, Experian Marketing Services and Rentrak to create a cross-platform data set that they claim is among the largest available in the industry.
IPG Mediabrands has begin offering their solution, Magna High Definition Buying™, which they say is the first completely customized solution for planning, buying and optimizing media across all screens using the most precise audience data available today.
High Definition Buying allows Magna to amass and activate custom audiences, in near-time, to direct a strategy across all screens—TV, digital, video and mobile. According to Magna, High Definition Buying offers a uniquely large, scalable, single-source data solution that combines client data with household level viewing data, online behavior data and mobile data to measure ad exposure, effectiveness and optimization. The process has been shown to improve accuracy and effectiveness of all buys—both traditional and programmatic—by 35%. The platform is exclusive to all IPG Mediabrands clients.
“This is an unprecedented level of partnership combined with the depth of data we have already developed through our proprietary platform, Audience Measurement Platform, over the past two years,” said Kristi Argyilan, President, Magna North America. “This move intentionally follows the deals we inked with Adap.tv and the launch of the Magna Consortium. It’s the next step that positions us ahead of the pack in terms of speed and intelligence in focusing multi-channel buying opportunities. Our agenda is always to deliver a smarter, more effective product that moves the needle for our clients’ business.”
How Does High Definition Buying Work?
High Definition Buying is powered by IPG Mediabrands’ Audience Measurement Platform (AMP) – a proprietary data solution that combines client data with Experian Marketing Services’, Rentrak’s household level set-top-box data, comScore household-level viewing data, online behavior data and mobile data, and data from foundational AMP data stack partners including Nielsen and Insight Express, to measure ad exposure, effectiveness and optimization for a client’s campaign in near-time.
Utilizing AMP and Experian Marketing Services’ privacy compliant cross-channel capabilities, Magna can now pinpoint which consumers are most likely to buy which products, when, where and how. High Definition Buying and AMP seamlessly integrate with the planning and buying tools within IPG Mediabrands agencies UM, Initiative, and BPN, allowing for each to harness the power and precision of this new offer on behalf of their clients.
“The type of audience targeting and measurement solution that we wanted to offer our clients did not exist in an off-the-shelf capacity, so we created a scalable and open system that allows us to ingest CRM data and swap third-party partners in and out on behalf of specific clients,” said Keith Camoosa, EVP, Managing Director, Research & Analytics, Magna Global, and a key architect of High Definition Buying and AMP. “This is not a data solution that sits in a silo. It is embedded into key decisions that are made at the client team level. By working with best-in-class research, data and technology partners to create a seamless and customized planning and buying solution, IPG Mediabrands is able to make all media investment decisions—both traditional and programmatic— more effective and efficient for our clients,” Camoosa added.
“Nationwide was one of the first clients to leverage AMP, which has enabled us to connect with our customers more effectively via a smarter, more targeted media planning and investment approach,” said Matt Jauchius, Executive Vice President, Chief Marketing Officer, Nationwide, a UM client. “The additional data partners, plus our ability to determine what proprietary data is added from Nationwide, will allow us to make our targeting more precise and create a true closed-loop measurement system,” he added.
The new platform is available immediately. To date, more than 60 campaigns have been executed through the system.
The DOOH Ad Network Locator is designed to help media buyers, planner and strategists identify digital place-based advertising networks by location, venue type, demographics and reach. There are 160 advertising-based networks organized by country. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.