Cross-channel mass media conglomerate Clear Channel, and Horizon Media, the media services agency, have partnered in the U.S. in a $100 million deal that will enable combined data-driven marketing to target new customers.
The deal will grant Horizon Media exclusive access to some of Clear Channel Media's "key events and promotions" and allow it to tap into the latter's creative teams "for special content creation opportunities," they said in a joint statement. The agreement will also bring to Horizon Media the robust network of Clear Channel, in digital, mobile, outdoor, radio, live events, and on-demand entertainment and information services.
Some of Horizon Media's brands:
The most interesting part, however, is both companies' stated ambition to combine their respective marketing research, data mining capacities, and overall experience to bring innovative and highly efficient ways to target and reach U.S. consumers, notably in music, of course. In a few words: The alliance is all about the future of data-driven marketing and advertising.
More specifically, they are looking into customized content and experiences. Lauren Russo, senior vice president and director of local radio at Horizon Media, tells ClickZ that it will be about "research that gives us an understanding of artist attributes from a consumer perspective and how we could associate and align our brands with that artist's image creating a customized concert event."
Clear Channel declined to comment further but there is a huge chance that the partnership will also focus on digital (how could they not?). The catch will be, as always, to find a direct campaign ROI measurement -- but that is what data-driven business is all about, isn't it? Good luck!
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Liva Judic joined Search Engine Watch and ClickZ in May 2010 as a news blogger. She has lived and worked across the globe in Madagascar, Switzerland, London, NYC, Asia and is now based in between New York and Berlin.
Her background is in government relations and financial media where she started out as a journalist at Bloomberg and became senior editor at AFX news (now part of ThomsonReuters). Prior to forming her own consultancy Judic was head of international PR for a head of state.
Judic focuses on facilitating brand and marketing transitioning for European startups moving to the US. She has been named one of the Top 50 Industry Influencers of 2014 by AGBeat
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