PORTLAND, Ore., May 29, 2012 /PRNewswire/ -- Rentrak Corporation (NASDAQ: RENT), the leader in multi-screen media measurement serving the advertising, television and entertainment industries, today announced its client, UM, has expanded their contract to include a subscription to Rentrak's Polk Automotive viewing segments. Using a combination of Polk's actual monthly automotive data with Rentrak's granular and stable television viewing information, UM can make more effective and efficient television advertising decisions by leveraging their auto client's dollars across TV's targeting, planning and buying spectrums.
Already a client of Rentrak's National and Local measurement services, Movie Segmentation system, and Rentrak's Exact Commercial Ratings service, UM can now understand how television viewing habits differ by the specific buyers of their auto clients in order to buy based on consumer behavior rather than age/sex demographics. Using the dynamic solution created by Rentrak and Polk, UM can evaluate television programming performance month-over-month with actual automotive sales data as well as for people in the market for new cars.
"Like digital has done for years, television can now move into behavioral targeting so the buyers and sellers of television can transact based on the actual characteristics of audiences rather than age/sex demographics in order to truly understand the ROI that television advertising can bring," said Chris Wilson, President of National Linear Television at Rentrak. "Rentrak provides the most innovative way to take television viewing data and turn it into knowledge that allows the advertiser to reach their best consumer target more effectively."
About UM UM (www.umww.com), a division of IPG's Mediabrands, is a global marketing communications agency that represents some of the world's leading marketers and strategic thinkers. Our clients include Chrysler, Coca-Cola, ExxonMobil, Johnson & Johnson, L'Oreal, Microsoft and Sony. As part of the Interpublic Group of Companies, UM has 151 offices in 127 countries and employs 3,600 creative thinkers and doers. UM has set out to prove that "Curiosity Works." A performance driven agency with avid curiosity, enthusiastic collaboration and resolute accountability at its core, UM breeds a culture of curious collaborative thinkers. Yes&, for this reason, UM holds itself to a higher standard where the opportunity to take an idea further is a mandate. UM is consistently ranked as a top-ten global media network. A leader in advanced analytics, UM was named the 2011 "Media Analytics Agency of the Year" by Media Magazine.
About Rentrak Corporation Rentrak (NASDAQ: RENT) is a global digital media measurement and research company, serving the most recognizable companies in the entertainment industry. With a reach across numerous platforms including box office, multi-screen television, and home video, Rentrak has developed more efficient metrics to be used as database currencies for the evaluation and selling of media. Rentrak is headquartered in Portland, Oregon, with additional U.S. and international offices. For more information on Rentrak, please visit www.rentrak.com.
SOURCE Rentrak Corporation