Media Agency’s New “Living Segments” Consumer Insights Platform Leverages FAN’s Digital Information and Advertising Assets to Optimize Media Investment
NEW YORK & LOS ANGELES – Fox Audience Network (FAN), a division of News Corporation, and Omnicom Media Group, the media services division of Omnicom Group Inc. (NYSE: OMC) and a global leader in innovative media communications, announced a first-of-its-kind agreement that will enable Omnicom Media Group to leverage FAN’s suite of proprietary online advertising tools to power its recently-launched consumer insights planning platform called Living Segments.
The agreement marks the first time that an online advertising platform and media agency have forged an integrated partnership to create more effective consumer segmentation, and more efficient bidding and buying strategies.
“In a marketplace that is defined by both challenge and change, industry leaders need to work together to drive innovations that will optimize client investment,” said Matt Spiegel, CEO, Omnicom Media Group. “This groundbreaking partnership between Omnicom Media Group and Fox Audience Network exemplifies that dynamic, allowing us to deliver the information consumers want in the environments that matter most to them — quickly and cost effectively.”
“One of our priorities going forward is to deliver sophisticated tools and services to advertising agencies that will empower them to make more informed choices on behalf of their clients,” said Adam Bain, President of the Fox Audience Network. “By giving companies such as Omnicom Media Group this real-time audience planning and buying platform at scale, we know that FAN will quickly become not only a partner, but an invaluable resource to both agencies and marketers in the future.”
Under the terms of the agreement, Omnicom Media Group gains access to FAN’s Audience Insights, Audience Planner and Real-Time Bidding platforms — a suite of digital advertising campaign products that significantly enhance planning and buying efficiencies and effectiveness across all media environments for Omnicom Media Group clients.
FAN’s advanced audience segmentation services allow marketers to reach highly-customized yet anonymous groups of consumers who share mutual interests — such as autos, games, movies or music. The network’s proprietary Audience Insights tool will help power Living Segments by allowing Omnicom Media Group planners and buyers unprecedented access to the wealth of trends provided by FAN’s over 150 million unique U.S. users — an audience that Omnicom Media Group Director of Business Intelligence and Living Segments designer John Donahue describes as “the largest consumer panel in the world, delivering various insights that are invaluable to both online and offline marketers.”
According to Donahue, access to the FAN integrated suite of digital resources – including the Real-Time Buying platform that enables optimum bidding and buying efficiencies across online audiences, and the Audience Planner customization tool – enables Living Segments to “create brand message intersection across consumer passion points.”
The Fox Audience Network (FAN) is a unit of News Corporation that supports monetization efforts across the company’s online content portfolio, as well third-party publisher sites. FAN leverages proprietary advertising technology to create highly-targeted advertising campaigns for a wide range of marketers, while also delivering cutting-edge tools and services to third-party publisher partners, advertising agencies and research companies. FAN works directly with hundreds of advertisers to develop customized marketing programs that optimize both branded and performance-based strategies. The company also developed and manages a self-serve advertising platform, which is currently utilized by more than 30,000 advertisers. In all, FAN reaches more than 158 million consumers each month* and owns partnerships with more than 700 online publishers.
About Omnicom Media Group:
Omnicom Media Group is the media division of Omnicom Group, Inc. (NYSE: OMC). In addition to its OMG Entertainment and Sports unit, it includes client media service companies, OMD Worldwide, PHD and Prometheus, as well other media related businesses. Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, media, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.