Horizon Media and Hershey's initiate the 'Next Wave' in client work with their utilization of Horizon Media's blu. data platform.
Last year, The Hershey Company concluded a six-month media review for their U.S. business, ultimately selecting Horizon Media as their media agency. The winning factor for Horizon Media was their proprietary data platform, blu.
Blu, Horizon Media's AI-powered solution, played a central role in the agency's successful pitch. This platform integrates audience insights, real-time campaign performance measurement, and seamless offline data, offering a unified view of media performance.
The significance of blu lies in its ability to merge diverse data sources, providing Hershey with a deeper understanding of their audience and campaigns. This improved media planning and buying agility, enabling real-time adjustments and accountability.
Moreover, blu's self-serve capabilities empower local franchisees or business units to run tailored campaigns while maintaining alignment with national strategies, increasing efficiency and localized relevance.
The need for a data-backed solution was emphasized due to Hershey's broad reach. A CPG brand like Hershey's already has a broad reach, and the solution needed for them was backed by a wealth of data.
Charlie Chappell, VP of media at Hershey's, stated that every holding company was invited to participate in the review process. During the review, Chappell scrutinized each competitor's platform, and Horizon Media's blu was a key differentiator, supporting more informed decision-making and campaign optimization at both local and national levels.
While all large holding companies have their own platforms, blu's blend of AI-driven analytics, real-time measurement, and data transparency sets it apart. This combination allows for precise assessment and optimization of media effectiveness, providing a key advantage in the competitive media landscape.
In summary, Horizon Media's proprietary data platform, blu, was a significant factor in securing The Hershey Company's U.S. media business. Its AI-driven analytics, real-time measurement, and data transparency offer a unique solution for reaching almost everyone in the U.S., improving media planning and buying agility, and empowering local franchisees or business units to run tailored campaigns while maintaining alignment with national strategies.
- The AI-driven analytics and real-time measurement provided by Horizon Media's proprietary platform, blu, demonstrate their commitment to finance and technology in business, offering a competitive edge in the media landscape.
- In the US, where reach is vast for brands like The Hershey Company, blu's integration of diverse data sources and self-serve capabilities in finance and technology can significantly enhance media planning, execution, and optimization, driving wealth creation for the company.
