Horizon Media and Hershey's embark on the next stage of client projects with the utilization of Horizon Media's blu. data platform.
Horizon Media, an independent media agency based in the U.S., has secured The Hershey Company's U.S. media business following a six-month review process. The win was attributed to Horizon Media's proprietary data platform, Blu.
Blu, an AI-powered data platform, offers unique features that were pivotal in Horizon Media's success. The platform merges audience insights, real-time performance measurement, and integrates seamless offline data, providing an advanced, holistic view of campaign effectiveness.
One of the standout features of Blu is its self-serve portal, which enables franchisees or local marketers to independently manage and activate local campaigns while staying aligned with national efforts. This feature offers flexibility and localized control, a critical advantage for a CPG brand like Hershey's with broad reach.
Blu's AI capabilities facilitate audience analytics that dynamically link insights to media activation, delivering efficient, data-driven decision-making in real time across multiple channels. The platform's transparency of data enables full visibility into performance metrics and a blending of quantitative analytics with cultural understanding, supporting tailored marketing strategies beyond mere numbers.
All of Horizon Media's competitors, the large holding companies, have their own media platforms. However, the solution provided by Horizon Media using Blu was unique in its ability to reach almost everybody in the U.S. and was backed by a wealth of data, a requirement for Hershey's.
Charlie Chappell, VP of media at Hershey's, stated that every holding company was invited to participate in the media review process. He scrutinized each competitor's platform during the review, and it was Blu that stood out as the most comprehensive, offering actionable insights, comprehensive measurement, and operational agility.
This win marks a significant milestone for Horizon Media and further cements their position as a leading media agency in the industry. The company's success with Hershey's is a testament to their innovative approach to data-driven marketing and their commitment to delivering results for their clients.
- Horizon Media's success with Hershey's, based on their AI-powered data platform, Blu, showcases their capability to leverage technology for enhancing business operations and finance within the media sphere, particularly in data-driven marketing.
- The unique features offered by Blu, such as real-time performance measurement, seamless offline data integration, self-serve local campaign management, and AI-facilitated audience analytics, demonstrate Horizon Media's efforts to merge finance, technology, and business strategies, positioning them as a pioneer in the media industry.
