Horizon Media Announces eMbrace, a customized Software and Data Solution Powered by Nielsen, to Bring Cultural Equity to Communications and Media Planning
April 11 2022 - 09:00AM
As the U.S. becomes increasingly diverse and more people
self-identify with more than one race, culture, or ethnicity,
“Multiracial” is the fastest growing segment of the U.S. population
(U.S. Census). Accordingly, marketing practices that fully weigh
brands’ needs to reach multicultural groups are critical so
planning tools and data sets must innovate and evolve with more
speed, relevance, and resonance in engaging polycultural audiences.
Addressing the need to leverage a data-driven approach to align
cultural imperatives with a brand’s marketing and business
priorities, Horizon Media developed the idea and overarching
purpose of eMbrace and enlisted Nielsen (NYSE: NLSN) to develop the
software and data solution. This new communications and media
planning platform, which recalibrates population-based,
survey/panel outputs for a more equitable emphasis of Asian, Black,
and Hispanic insights, is a critical precursor to media and
investment planning, will help advertisers develop more thorough,
inclusive strategies to better engage diverse audiences.
Through the analytics and analyses of eMbrace, brand marketers
will now have an equity index score yielding insights that will
help drive channel mixes that are more inclusive of polycultural
segments to better drive connections, resonance, and business
outcomes. By bringing a culturally equitable lens to communications
and media planning, eMbrace will also identify actionable business
growth opportunities that would otherwise be minimized or “washed
out” in a typical “general market” population-based analysis. As
important, the eMbrace analyses will enable media planning
strategies to more equitably allocate investments and partnerships
across minority-owned and minority-targeted media.
“Today’s most effective marketing strategy discussions start
with an inclusive mindset – and with an operational view – not just
theoretical – that cultural relevancy is an imperative,” said
Karina Dobarro, EVP, Managing Partner, Multicultural at Horizon
Media. “This perspective is a step beyond multicultural planning to
new strategies and executions – founded on Nielsen data – that are
tailored to specific audiences. Incorporating data analyses that
have not been unavailable until now, this unique view that captures
audience segment insights and relevance – the keys to
differentiation and driving business outcomes – aren’t muted by
mainstream marketing conventions.”
eMbrace, which Horizon Media is using as part of its pre-upfront
planning with clients, will empower the agency’s planning teams to
more equitably optimize media and channel mix by audience. By
embedding Nielsen data and relevant and robust first- and
third-party consumer and business data, eMbrace will help inform
strategic direction resulting in campaigns that resonate with
polycultural segments of the population.
“When working with Nielsen as part of the development of
eMbrace, we needed to collaborate with a company that shared the
same vision of combining robust consumer and business data through
advanced analytics. This is much more than a simple dashboard; it’s
about creating a data-informed approach to identify strategic
client imperatives,” said John Marson, SVP, Managing Director of
CORD, Horizon Media’s Channel Observance, Research &
Development team. “Our remit is to drive business results for our
clients by understanding, engaging, and motivating their
communities, and Nielsen is helping us develop this
innovation.”
“For years Nielsen and Horizon Media have worked together to
bring advertisers the data-driven insights they need to best reach
their audiences where they are,” said Jay Nielsen, SVP of Planning
Products at Nielsen. “We’re continuing to innovate with Horizon as
the first to integrate this more robust data set. Through eMbrace,
we're expanding the sample population to include more diverse
respondents, providing an unprecedented look at diverse customer
segments to drive equity and growth to minority audiences in
media.”
About Horizon MediaHorizon Media, Inc, the
largest U.S. media agency according to AdAge Data Center 2021,
delivers data-driven business outcomes for some of the most
innovative and ambitious brands. Founded in 1989, headquartered in
New York, and with offices in Edmonton, Los Angeles and Toronto,
the company employs 2,400 people and has media investments of more
than $9.5 billion. Horizon Media’s fundamental belief is that
business is personal, which drives its approach to connecting
brands with their customers and engaging with its own employees
resulting in industry-leading workplace satisfaction levels
(Glassdoor). The company is consistently recognized by independent
media outlets for its client excellence and has earned several
“Best Workplaces” awards reflecting its commitment to DEI and the
life and well-being of everyone at Horizon Media.
ABOUT NIELSENNielsen shapes the world’s media
and content as a global leader in audience measurement, data and
analytics. Through our understanding of people and their behaviors
across all channels and platforms, we empower our clients with
independent and actionable intelligence so they can connect and
engage with their audiences—now and into the future.
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the
world in more than 55 countries. Learn more at www.nielsen.com or
www.nielsen.com/investors and connect with us on social media.
Media Contacts:
Horizon MediaDan Princedan@princecomms.com(917) 647-0086
NielsenSarah Muratoresarah.muratore@nielsen.com(917)
226-1193
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