NEW YORK, Oct. 2, 2013 – The Data Alliance, the WPP company that enables strategic data partnerships across the Group, and FourthWall Media®, the largest independent source of cable set-top box viewing data, today announced a partnership to collaborate on data-driven marketing solutions that optimize advertising effectiveness. Under the terms of the partnership, The Data Alliance will facilitate FourthWall’s MassiveData® division to work with the WPP companies Kantar Media and KBM Group’s i-Behavior on next-generation products, which are already being used by the WPP agencies GroupM and Xaxis. Together they are harnessing US television viewership data to plan and deliver cross-channel advertising campaigns and extend the reach and frequency of their clients’ campaigns.
Through this partnership, GroupM agencies will have a unique capability in strategy and planning to leverage the reach and frequency of campaigns across web and tv platforms, as well as the ability to execute against the strategy through Xaxis and its profiles.
While online advertising continues to gain share of spend, TV perennially takes the biggest slice of advertiser budgets and TV viewing still takes up a significant portion of consumer time spent with media. According to GroupM’s “This Year Next Year” forecasts, approximately 49% of U.S. advertising investment is spent on television. With this new partnership, agencies and marketers can extend their TV buying plans to the web.
MassiveData provides audience segments from second-by-second data from millions of set-top boxes, which integrate with Kantar Media’s proprietary segmentation and i-Behavior database expertise to model viewing data into addressable online audiences. The resulting solution combines the precision of online marketing with the engagement and reach of TV.
“We are helping our clients connect with the right audiences regardless of platform and this is enhanced when the digital strategy integrates data from other platforms into proprietary WPP datasets,” said Nick Nyhan, Chief Digital Officer of Kantar and Managing Director of The Data Alliance. “Data partnerships such as this enable us to extend reach across platforms and we are pleased to integrate FourthWall’s television viewing data with Kantar Media and i-Behavior’s expertise.”
“MassiveData has a large, actionable TV viewing behavior database with extensive demographics and audience segments,” said Bill Feininger, GM, MassiveData and SVP, Media Measurement for FourthWall. “We are excited to bring the power of TV tuning insights to cross-platform advertising initiatives.”
“This partnership again proves the strong value of Return Path Data (RPD), which provides second-by-second measurement of television viewing behavior,” stated Bud Breheney, Chief Commercial Officer at Kantar Media. “Through leveraging RPD’s granular analytics capabilities, we will bring powerful new capabilities to marketers that will allow them to maximize results from their advertising campaigns.”
About The Data Alliance
The Data Alliance is the WPP company that supports the Group's data business by enhancing access to data and data-driven marketing applications across the Group. Data investment management accounts for $4 billion of WPP's 2012 revenue of $16.5 billion. The Data Alliance leverages a global network of expert leaders in market research, analytics, CRM, media and digital to deliver a solution-neutral and holistic perspective on the Group’s data strategy and solutions. It drives internal and external data partnerships and connects WPP’s centers of excellence to address client challenges in the world of big data. http://www.dataalliance.com
About FourthWall’s MassiveData
FourthWall’s MassiveData is the audience measurement and analytics division of FourthWall Media. MassiveData provides data, metrics and analytics that allow ad agencies, marketers, programmers and schedulers the ability to better predict consumer behavior, validate the predictions over time, and employ marketing dollars more effectively. FourthWall Media is a leading provider of cable television products and technology running for Cisco, Motorola, and tru2way environments including the AirCommand™ gateway that connects second-screen devices to digital cable set-top boxes. FourthWall Media products are distributed through partnerships with Comcast Media Center, Time Warner Cable, Charter Communications, Bright House Networks, Rovi, Motorola Mobility, DISH Network, and several smaller operators. FourthWall Media’s headquarters are in Dulles, VA. http://www.fourthwallmedia.tv
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