NEW YORK, July 30, 2015 /PRNewswire/ -- Horizon Media, the largest and fastest growing privately held media services agency in the world, is pleased to announce that it has integrated its television innovation efforts into HorizonAdvanced, a newly formed specialty practice within its national television activation team. The practice has been created to spearhead innovation in the areas of advanced TV, Programmatic TV, Addressable and data infused linear buying for its clients.
"The advance of data-driven automation of advertising transactions for television will continue as networks become more motivated to evolve the way they transact and the market continues to steadily adopt an expectation for more robust digitized television buying," said Marianne Gambelli, Chief Investment Officer at Horizon Media. "We are excited to be a part of creating an industry standard solution to make media investments more effective and to deliver more value to our clients."
HorizonAdvanced has been established to unify the agency's various projects that address the increasingly complex television activation landscape and highlight the need to make TV activation more data infused. The unit will provide best practices for dealing with partners in the space, and have a centralized vetting process to identify the value of new non-traditional prospective partners that provide programmatic or addressable TV solutions.
"Advanced TV is the future of television activation, and our forward-looking team will lead the charge in launching tools to manage the data and devising new ways to interact and work with partners, networks and clients in this space," said David Campanelli, SVP, Director of National Broadcast at Horizon Media. "We are excited to have the opportunity to reinvent television activation and take advantage of the new opportunities that data-infused, automated buying presents for our clients."
The HorizonAdvanced team is a dedicated team comprised of activation specialists and data analysts that will help align the agency's clients to efficiently take advantage of what data and intelligent automated activation has to offer traditional television activation. HorizonAdvanced will be responsible for evaluating, testing and utilizing existing programmatic and addressable offerings, and will be tasked with the development and refinement of the agency's proprietary tools to address the future of television activation.
"Horizon is ahead of the curve when it comes to adapting to the complex TV buying landscape and was one of the first agencies to participate in our innovative, data-driven ad solution, Viacom Vantage," said Jeff Lucas Head of Sales for Viacom Media Networks. "Their foresight and leadership has been a key driver to securing several significant slots for this coming year." Now in its second year, Viacom Vantage is the result of years of strategic investment in data, proprietary research and ongoing optimization to build out new predictive models with flexibility to target an advertiser's actual custom segment, through attitudinal, syndicated and direct 1st party integrations.
"Creating this specialty group at Horizon will allow the agency to more effectively use inventory and create more value across linear television channels while offering clients more precise data-driven audience targeting," said Sam Rose, Director of the newly established HorizonAdvanced practice at Horizon Media.
Horizon's Advanced TV practice will also continue to spearhead our client initiatives with network groups to infuse data analysis and data application to the agency's upfront buys, driving greater targeting and optimization to Upfront TV schedules.
About Horizon Media
Horizon Media, Inc. is the largest and fastest growing privately held media services agency in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, and Chicago. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year. Most recently, in 2014, Bill Koenigsberg was named 4As Chair of the Board and is the first person from a media agency to hold this prestigious position in the 100 year history of the 4As, the marketing industry's leading trade association.
The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become one of the largest and fastest-growing media agencies in the industry, with estimated billings of over $5.2 billion and over 1,100 employees.
The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit horizonmedia.com.
SOURCE Horizon Media