Interpublic Group’s Magna Global, part of IPG Mediabrands, has aligned with comScore, Experian Marketing Services and Rentrak to blend their data sets with some of its own proprietary tools, including its Audience Measurement Platform, to create a new multiscreen buying program covering TV, digital, video and mobile.
Magna said the new program combines household-level viewing data (Rentrak), online behavior data and mobile data (comScore) to measure ad exposure, effectiveness and optimization. The company claims that the process improves the accuracy and effectiveness of traditional and programmatic buys by 35%.
The data from the different sources will be merged with client data in a single-source type of panel to analyze and optimize ad campaigns. Magna’s AMP already utilizes data from Nielsen and other third-party data vendors. Experian is linking together the various components of the new program, which has been dubbed Magna High Definition Buying. It’s exclusive to IPG Mediabrands clients.
According to Magna, it can now pinpoint with more precision which consumers are most likely to buy which products, and when, where and how. The MHDB program is incorporated into AMP and interfaces with the planning and buying tools within IPG Mediabrands media shops UM, Initiative and BPN.
The new system is available now and has been used to execute more than 60 campaigns.
UM client insurer Nationwide was an early adapter of AMP as well the MHDB-enhanced AMP. “The additional data partners, plus our ability to determine what proprietary data is added from Nationwide, will allow us to make our targeting more precise and create a true closed-loop measurement system,” said Matt Jauchius, executive vice president and CMO at Nationwide.
Magna devised the new system because “it did not exist in an off-the-shelf capacity,” said Magna’s Keith Camoosa, a key architect of MHDB. He notes that the system is flexible to fit the needs of individual clients. “We created a scalable open system that allows us to ingest CRM data and swap third party partners in and out on behalf of specific clients.”
MHDB is the latest step Magna has taken to drive innovation into the IPG buying process. Other moves include the creation of the Magna Consortium, comprised of IPG reps and various media companies that are exploring issues such as best practices on the programmatic buying front.
MHDB is “the next step” to develop greater “speed and intelligence in focusing multichannel buying opportunities,” said Kristi Argyilan, president, North America, Magna Global.