Tencent OMG and Omnicom Media Group Partner to Develop Data Innovation to Maximize Marketing ROI

01 Mar, 2016, 05:28 ET from Hub Consultancy

SHANGHAI, Mar. 1, 2016 /PRNewswire/ -- Tencent Online Media Group (OMG) announced today that it will partner with Omnicom Media Group, the leading global advertising, marketing and corporate communications company to collaborate on the development of new consumer data interpretation methodologies.

Through the partnership, Tencent OMG and Omnicom Media Group will create a superior infrastructure for holistic data mining and solutions that provide advertisers with deeper consumer insights to improve media planning and buying efficiency. The two parties will explore and develop data models for eight different industries.

Tencent OMG will create target audience (TA) portraits for Omnicom Media Group's clients using Tencent Smart Data. Tencent Smart Data uses intelligent calculation and accurate screening to create highly accurate TA profile through consumer demographic attributes, interests, and other online footprints. Accurate TA profiles allow advertisers to better serve consumers, reaching the right people at the right moment in an optimum media environment.

Data cooperation between Tencent OMG and Omnicom Media Group began in late 2015 when an Omnicom Media Group client became the first automotive brand to launch video ads on Tencent's social platform, WeChat. Analytics from the initial trial revealed deviations between the brand's TA profiles and the actual TA profiles represented by Tencent's historical data. This finding, which was extremely valuable to Omnicom Media Group's clients, led to the continued strategic partnership with Tencent today.

"Tapping the power of big data is key to maximizing marketing return on investment. By partnering with Tencent to uncover deeper data insights, we can offer our clients more accurate and efficient data solutions, as well as guidance for long-term digital strategy development," said Doug Pearce, CEO of Omnicom Media Group Greater China. "The analytic testing we've already conducted is the first step in a successful collaboration with Tencent. Omnicom Media Group team and our clients will enjoy unprecedented opportunity for cross platform measurement to enhance performance marketing and improve accountability of data strategy." 

"I am pleased that Omnicom Media Group and Tencent are partnering to create an ecosystem for better data implementation," said Steven Chang, Corporate Vice President of Tencent. "This partnership will provide positive benefits to enterprises through improved data to increase their insight into customers, improve their market position and service relationships."

About Tencent:

Tencent uses technology to enrich the lives of Internet users. Every day, hundreds of millions of people communicate, share experiences, consume information and seek entertainment through our integrated platforms. Tencent's diversified services include QQ, Weixin/WeChat for communications; Qzone for social networking; QQ Game Platform for online games; QQ.com and Tencent News for information and Tencent Video for video content. Tencent was founded in Shenzhen in 1998 and went public on the Main Board of the Hong Kong Stock Exchange in 2004. The Company is one of the constituent stocks of the Hang Seng Index. Tencent seeks to evolve with the Internet by investing in innovation, providing a mutually beneficial environment for partners, and staying close to users.

About Omnicom Media Group:

Omnicom Media Group is the media services division of Omnicom Group, Inc. (NYSE: OMC). Omnicom Media Group is made up of several media specialist companies. Among them is OMD Worldwide (http://www.omd.com), the largest and most innovative media communications specialists in the world, and PHD Network (www.phdnetwork.com), a leading media services company widely recognized for its pioneering and innovative work for clients.

Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

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SOURCE Hub Consultancy