Tag

Horizon

Browsing

What: Horizon has contributed in the launch of political match making App VoterGuru, which helps people find their top presidential candidate match.
Why it matters: VoterGuru Co-Founders, Ben Krakow and Ben Atkins, Seek to Educate Voters and Identify their Closest Ideological Candidate Match.

descargaVoterGuru, a New York-based tech startup that matches users with declared presidential candidates, has announced the launch of its Web platform. The company has raised capital via Horizon Media’s Incubator program to fuel the launch of its new web-based platform across the United States ahead of the Presidential elections this year.

VoterGuru tracks voting records and public statements of political candidates, and compares user inputs with politician records to find the closest ideological match. In addition to matching users with candidates, VoterGuru educates users on political topics by explaining the ideological spectrum, from “very liberal” to “very conservative,” on specific issues, ranging from abortion laws, to education policy, to privacy and more.

VoterGuru educates users on political topics by explaining the ideological spectrum, from “very liberal” to “very conservative”

VoterGuru is the brainchild of Ben Krakow, who also works as a Digital Business Analyst at Horizon Media and Ben Atkins, a Software Engineer. Krakow and Atkins brought the idea to life through the Dunes of Dreams invention development program created by Horizon Media, the media services agency. Through the company’s Dunes of Dreams competition, its employees are invited to invoke the agency’s entrepreneurial fiber by submitting their business plans and ideas for the chance to receive start-up funding and development resources – those selected by the agency leadership are then invited to participate in Horizon’s five month start-up Incubator.

“We are at a unique turning point where, more than ever, Americans are paying attention to politics,” explained Ben Krakow, Co-Founder and President of VoterGuru. “We, at VoterGuru, are excited for the opportunity to educate the public and simplify the process of learning about candidates and issues.”

Key features of the web platform include:

  • Issue education – Concisely explaining the spectrum of debate
  • Interactive visualizations – Comparing candidate and user views on each issue
  • Candidate conviction – Weighing how long and/or consistently a candidate has held a view and visualizing issue conviction for VoterGuru users

Krakow and Atkins submitted their idea to Dunes of Dreams and participated in Horizon’s start-up Incubator from May through October 2015. During this time, Krakow has assembled a team of experts to launch VoterGuru, bringing on Ben Atkins, Co-Founder and CTO, and Catherine Mayell, Creative Director and Web Designer.

Chris Kane, founder of Jounce Media and former Chief of Staff to Tim Armstrong at AOL, has signed on as an advisor to the VoterGuru team, alongside a team of mentors including Maria Freda, Senior Vice President and Controller at Horizon Media, Taylor Valentine, Chief Invention Officer at Horizon Media and Jeremy Shure, Director of Invention at Horizon Media.

“Ben’s team is the triple threat: they’ve identified white space and the ability to solve for a real problem with a captive audience, they’re incredibly bright and motivated, and they have created a scalable platform with many exciting opportunities,” said Jeremy Shure architect of and Director of Horizon’s startup Incubator. “We are incredibly proud of the platform that Ben has created and excited for Ben and his team to bring VoterGuru to market,” continued Shure.

 

 

What: Hyundai Motor America (HMA) backed ad agency group Innocean is partnering with U.S. independent agency giant Horizon to launch a separate standalone media organisation called Canvas Worldwide.
Why it matters: The new media agency is born with US $700 million business worth of business for the Hyunday and Kia accounts IP. For Horizon, an affiliation with Innocean brings international scale and Hyundai, an automotive client that fills one of the few holes in the shop’s robust client portfolio. Innocean gains a very strong U.S. presence.

Canvas Worldwide will be the nearly US $700 million U.S.media business for Hyundai Motor Group’s US brands, including both Kia Motors America and Hyundai Motor America. “I’m interested in building out a new entity. I think there’s enormous white space here,” said Bill Koenigsberg, CEO and founder of Horizon.
Koenigsberg has invested millions in building the new infrastructure, and aims to hire around 200 people by the beginning of next year to service the shop’s first account. The company will announce a CEO in the coming weeks, he said.
horizon-media-raises-the-bar-on-digital-advertisingHyundai North America (HMA) indicated in a statement, “Canvas will bring a new, entrepreneurial team that is not associated with any media holding company, providing independent thought and action. Canvas will be inventing a new future in the media world, while using all of Horizon’s known strengths to function at full effectiveness from the moment it begins working for Hyundai Motor America in January, 2016.”
The automaker also referenced the new media agency’s transparent buying model as a main selling point at a time when there’s a lot of debate around buying.

Canvas will be inventing a new future in the media world, while using all of Horizon’s known strengths.

“Hyundai has been impressed by Horizon’s existing ability to fully offer a transparent system for media buys and understands this will be a key component of the Canvas philosophy,” the company said in its statement. “This transparency, and the accountability that goes with it, are critical to HMA.”

Innocean IPO and U.S. Growth

The new joint venture also furthers Innocean’s goals for growth (check out our recent Profile of Innocean). The company, which was started by Hyundai over a decade ago and completed its initial public offering in Seoul last month, said that it would take 134 billion won from the 340 billion won it raised from its IPO and use it to expand and diversify its client base beyond Hyundai.

The Hyundai and Kia business accounted for around 70% of Innocean’s revenues last year.

For Horizon, an affiliation with Innocean brings international scale and Hyundai, an automotive client that fills one of the few holes in the shop’s robust client portfolio.
Horizon offers Innocean a hefty U.S. presence and a portfolio of strong and diverse client relationships that would expand the shop’s Hyundai-heavy client roster. The Hyundai and Kia business accounted for around 70% of Innocean’s revenues last year, according to Reuters.

Join us at PORTADA Mexico!

Agencies are paying attention to internet radio services, thanks to the move to mobile and the demand for consumer choice. Research firm eMarketer estimates there will be 159.8 million digital radio listeners in 2014, and that figure will grow to 183.4 million in 2018. That doesn’t mean, however, that they’ll grab ad dollars away from terrestrial radio. Rather, digital listening in all its permutations will become part of the multi-channel and multi-media marketing mix. How to do a multiplatform (Hispanic Audio Buy).

Digital RadioInternet radio, aka streaming audio aka digital radio, comprises digital-native services, as opposed to the digital offerings of terrestrial radio stations. As such, they’re true hybrids, marrying audio with the tools for delivering, tracking and analyzing consumption.

Putting together an audio campaign is a collaboration between digital and audio planning teams.

Most have similar ad models: audio pre-rolls, display ads on the interface, branded custom stations and playlists. And they’re eager to work with agencies to develop custom programs, according to Mina Kamarasheva, associate managing director, audio and promotions, for Horizon Media.

“They understand this is the future and are now beginning to offer custom promotion opportunities. For Pandora, that’s limited to national campaigns versus local. But this is an area they see tremendous growth to come,” Kamarasheva says.

Stacking up the stations

radioNielsen’s purchase of Arbitron last year is expected to lead to industry-standard audience measurement of audio content, letting internet radio stack up, apples-to-apples, against terrestrial radio. Until that day comes, media buyers must rely on the services’ own audience reports delivered via press release or SEC filing. Pandora is the top service, in terms of audience and brand — and the only one that responded to requests for comment.

  • Pandora: 73.4 million active users
  • iHeartRadio: 40+ million registered users
  • TuneIn Radio: 40+ million active users
  • Spotify: 6+ million paying users; 24 million active users

Getting the Hispanic ear

Reaching Hispanic consumers means being as device-agnostic as possible, and this is an area where Kamarasheva gives Pandora high marks. “Pandora has invested in proprietary cross-platform targeting using psychographics and behavioral attributes, in addition to registration data. That means we are following our target demographic online regardless of what they are listening to,” she says.

Pandora likes to start an advertiser relationship by identifying the target audience. “From there, we can provide counsel on both their media buy and the creative solutions that will reach their target audiences,” says Mike Reid, executive director of multicultural sales at Pandora.

In fact, according to Reid, Pandora now offers more than 100 targeting points. “In the case of Hispanic targeting, we have been able to build even more robust models, based on registration information and public sources, which also help us tie music preferences to our Hispanic audience.” This also lets the service reach Hispanics regardless of their musical taste. Pandora estimates that one out of four Hispanics in the United States listens to it.

“Looking back on my previous experience in the Hispanic media business, advertisers traditionally had to go to Spanish radio to reach Hispanics or try radio stations with a Hispanic leaning. With Pandora, advertisers can reach Hispanics more directly through our targeting capabilities,” Reid says.

One campaign for T-Mobile used Pandora Premieres, which provides an exclusive pre-release of a new album every week. In June 2013, the sixth Premieres featured “Vives En Mi,” by La Maquinaria Nortena, an emerging banda/chichuaha group from Mexico. Mexican electronics manufacturer Famsa recently joined the roster of national and local brands working with Pandora to target Hispanics.

Horizon’s Kamarasheva says the ability to create custom stations or sponsor categories or genres is important. “It presents a unique opportunity to customize an audio campaign. You can’t do that with terrestrial radio.”

Complex buy

Buying streaming audio is a bit more complex than buying digital or radio, simply because it’s a bit of both, and also because of the ability to add display or branding to the interfaces. Horizon has merged the buying of every kind of audio ad, including terrestrial and internet radio. Says Kamarasheva, “We believe the way consumers consume audio these days is across multiple platforms. Therefore, putting together our campaigns is collaboration between digital and audio planning teams.”

“We purchase these platforms similar to the way we evaluate other digital properties, but there are some differences,” says Jamie Snider, associate director of digital media at Lowe Campbell Ewald. “Of course, we want to make certain that they deliver the audiences most important to us, both in total and within key geographic markets, and we must make certain that consumers are engaging with the brand.”

Lowe Campbell Ewald has run a number of successful Hispanic campaigns on internet radio, including work for Kaiser Permanente. The agency likes to incorporate video as well as audio advertising, either as pre-rolls or combined with custom stations. Video ads usually run automatically when a listener changes stations — and all creative is optimized for both Android and iOS devices.

Agencies can take advantage of robust tracking and analytics provided by each station. Again, they need to take a hybrid approach, says Snider, looking not only at clicks but also the number of station downloads and the number of minutes listened.

Future of radio

Alain Levine - CC
Alain Levine – CC

Late last year, Clear Channel bought iHeartRadio, which lets people listen to live radio or custom stations, or create their own, offers pre-roll ads, as well as the ability to create branded custom stations. Horizon recently inked a partnership deal with Clear Channel that includes some customized shows at iHeartRadio Theaters in New York and Los Angeles. The national media owner and the agency also plan to fuse their research: The two companies believe that Horizon’s proprietary audience research and analytics tools combined with Clear Channel Media’s music and consumer research can help them develop new models for media.

This kind of consolidation could be in the future for most or all internet radio stations. Having an owner with deep pockets, wide audiences and integrated advertising capabilities could let streaming music services thrive, while traditional media companies expanded their reach even more. There’d be a bit of irony to the digital natives being gobbled up by old-timers but also a lot of sense — and possibly a lot of cents.

What? Horizon’s media has launched the video planning and optimization platform Cadence.
Why it matters? Horizon is launching this new video planning platform because Horizon´s clients destine 20% of its budgets into digital and video takes 70% of that share.

4744316312_0a3695d8f3
Photo: Licensed Creative Commons

A large share of Horizon Media’s budget was this year devoted to Cadence, the all-in-one video planning and optimization platform.

According to Eric Blankfein, CEO of Horizon unit “Where Group”, Horizon’s clients destine 20% of their budgets into digital and video now accounts for nearly 70% of that share.

He stated “the investment was a no -brainer”, especially now that video has taken over online ad spending.

Horizon’s taking hold of its video business will definitely guarantee attention from media companies.[/comillas ]

However, with estimated billings of over $4 billion, the company has already begun to recover the investment needed for video platform by leveraging Cadence in discussions with publishers.

Previous to Cadence acquisition, Horizon’s media planners had to rustle up data from separate sources making it difficult to confirm true duplication. Now a single user interface with frequently updated consumer data can be easily exploit by Horizon’s brand planning and investments teams.

John Marson, vice president and director of resource development for Horizon’s Where Group, remarked that the end result will be “a more efficient reach for the buck, and [the ability to] make better investments for clients .”

Horizon relied on a small software firm named Stone House Systems, along with Nielsen, which is providing much of the solution’s raw data (the platform incorporates Nielsen’s National Respondent Level data and Cross Channel TV Internet Fusion.)

Cadence platform has recently helped one retail brand realign its video strategy. With the platform, the agency found that an online buy made more sense than certain TV dayparts.

It is uncertain the degree to which Cadence will encourage clients to shift their budgets from TV to digital. Yet, eMarketer expects digital video spending to reach just about one-eighth of what is spent on TV ads by 2017.

Source: Media post

What? Horizon’s media has launched the video planning and optimization platform Cadence.
Why it matters? Horizon is launching this new video planning platform because Horizon´s clients destine 20% of its budgets into digital and video takes 70% of that share.

4744316312_0a3695d8f3
Photo: Licensed Creative Commons

A large share of Horizon Media’s budget was this year devoted to Cadence, the all-in-one video planning and optimization platform.

According to Eric Blankfein, CEO of Horizon unit “Where Group”, Horizon’s clients destine 20% of their budgets into digital and video now accounts for nearly 70% of that share.

He stated “the investment was a no -brainer”, especially now that video has taken over online ad spending.

Horizon’s taking hold of its video business will definitely guarantee attention from media companies.

However, with estimated billings of over $4 billion, the company has already begun to recover the investment needed for video platform by leveraging Cadence in discussions with publishers.

Previous to Cadence acquisition, Horizon’s media planners had to rustle up data from separate sources making it difficult to confirm true duplication. Now a single user interface with frequently updated consumer data can be easily exploit by Horizon’s brand planning and investments teams.

John Marson, vice president and director of resource development for Horizon’s Where Group, remarked that the end result will be “a more efficient reach for the buck, and [the ability to] make better investments for clients .”

Horizon relied on a small software firm named Stone House Systems, along with Nielsen, which is providing much of the solution’s raw data (the platform incorporates Nielsen’s National Respondent Level data and Cross Channel TV Internet Fusion.)

Cadence platform has recently helped one retail brand realign its video strategy. With the platform, the agency found that an online buy made more sense than certain TV dayparts.

It is uncertain the degree to which Cadence will encourage clients to shift their budgets from TV to digital. Yet, eMarketer expects digital video spending to reach just about one-eighth of what is spent on TV ads by 2017.

Source: Media post