Horizon Unveils 'Polycultural' Segmentation Platform, Will Use As Part Of Its 'Pre-Upfront'

As part of an ongoing effort to align media buys with culture – especially multicultural diversity – Horizon Media this morning unveiled a new analytics tool developed in partnership with Nielsen.

The solution, dubbed “eMbrace,” is effectively a new communications planning platform that “recalibrates population-based, survey/panel outputs for a more equitable emphasis of Asian, Black, and Hispanic insights” in order to align media plans and spending to better each and engage diversity audiences. 

Horizon said the platform outputs an “equity index score” that marketers can utilize to make their media mixes “more inclusive of poly-cultural segments to better drive connections, resonance, and business outcomes.”

Horizon did not disclose the methodology, but said the platform was engineered by Nielsen and utilizes its data, and that it is being utilized as part of its “pre-upfront planning with clients.”

"This is much more than a simple dashboard," Horizon Senior Vice President John Marson says in a statement, adding, "It’s about creating a data-informed approach to identify strategic client imperatives."



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