horizonmedia

Clear Channel and Horizon Media in Ambitious $100 Million U.S. Cross-Marketing Deal

  |  February 6, 2014   |  Comments

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.

Cross-channel mass media conglomerate Clear Channel, and Horizon Media, the media services agency, are partnering in the U.S. in a $100 million, multi-year, multi-channel deal.

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:

horizonmedia

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!   

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Liva Judic

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 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...