Rentrak has expanded its relationship with Interpublic Group with a new national TV contract with IPG agency Hill Holliday. The Boston-based agency -- the nation's 14th-largest ad agency -- will utilize Rentrak's national television currency to provide its clients with insight into television usage and tools for more precisely targeting media.
Hill Holliday's roster of clients includes Bank of America, Cigna, Major League Baseball and Cadillac.
As a competitor to Nielsen's ratings data, Rentrak's television ratings service promotes itself as the only fully integrated system with detailed satellite, telco and cable TV viewing information from more than 29 million TVs nationwide in 210 local markets.
"We are excited to be working with Rentrak and putting their advanced targeting tools to work for our clients. Our business is growing more complex, and clients continue to demand greater accountability from their television investments," said Cindy Stockwell, executive vice president and chief media officer, Hill Holliday. "Rentrak's ability to link TV viewing with purchase and transaction records improves the targeting precision we can offer our clients."
This deal follows the February 2014 agreement between IPG and Rentrak that provides IPG cross-platform data across multiple screens and channels. More specifically, Interpublic's Mediabrands' Magna Global teamed with Rentrak, comScore and Experian Marketing Services to create a proprietary, amplified strategic buying program called "Magna High Definition Buying." It is positioned as the largest available in the industry and lets agencies amass and activate custom audiences, in near time, to direct the strategy across all screens, including TV, digital, video and mobile.
The deals are designed to give IPG clients greater insights about how to allocate ad expenditures, as the industry continues efforts to better track non-traditional TV viewing habits, including via mobile, on-demand and online.