ZenithOptimedia and Collective Team Up to Deliver Enhanced ROI for TV Advertisers

NEW YORK, July 24, 2013 /PRNewswire/ -- ZenithOptimedia and Collective today announced that they have reached a multi-year agreement that provides ZenithOptimedia ("ZO") with preferred access to innovative new solutions from Collective's data-driven, multi-screen analytics platform. Now for the first time, these solutions enable ZO Clients to identify TV preferences of online audiences who are currently in-market for a product category, are actively shopping for a particular brand and have taken a specific online action.  Used to inform TV buying and allocations, Collective's multi-screen analytics  will be utilized to increase the efficiency and effectiveness of TV buys and help fuel ZenithOptimedia's LIVE ROI proposition.

Built on Collective's TV Accelerator platform, which was launched in 2011 and has been adopted by over 100 advertisers, the new solution, called TVA Analytics,   integrates data about TV viewing from digital set-top-box data with data from clients' websites.  TVA Analytics enables advertisers to understand which TV shows are being watched by their most valuable customers—the ones who are on their website and showing in-market behaviors for their category and for their brand. 

Coming out of the 2013 upfront media buying season, ZenithOptimedia Agencies, including Zenith, Optimedia and Moxie, will be the first media buying agency to have access to Collective's TVA Analytics.  The deal between ZO and Collective provides brand advertisers with an ability to add a  new data source to help inform and optimize media decision-making across screens.  Getting close to real time optimization across all media touch points is a key pillar of ZenithOptimedia's LIVE ROI approach.

"Informing our Client's investments with data and leveraging the power of real-time human signals is crucial in maximizing ROI" said John Nitti, President, Activation, Zenith.  "Through Collective, we have the ability to optimize a specific day part, network or program based on multi-screen data at scale that has immense power and immediate benefit for our clients."

"Zenith's innovation in television and digital buying make them an ideal agency to bring TVA Analytics to the market," said Joe Apprendi, CEO of Collective.  "We are confident that Zenith will be a leader in a longer-term adoption and evolution of multi-screen advertising optimization."

Under the terms of the deal, ZenithOptimedia will have preferred access to Collective's multi-screen TVA Analytics platform for key client categories.  To support ZO's market launch of TVA Analytics and other multi-screen solutions, the deal also includes comprehensive managed services, technology integration, training and support provided by Collective's activation team. 

About ZenithOptimedia

ZenithOptimedia - www.zenithoptimedia.com - is a leading global media services network with 250 offices in 74 countries. We are part of Publicis Groupe, the world's third largest communications group, and the world's second largest media counsel and buying group. As the first agency to apply a rigorous and objective approach to improving the effectiveness of marketing spend, ZenithOptimedia delivers to clients the best possible return on their communications investment. This philosophy is supported by a unique approach to strategy development and implementation across the full spectrum of paid, owned and earned contact points – the Live ROI planning process. The ZenithOptimedia Group of companies equips our clients with a full range of integrated skills across communications planning, value optimisation, performance media and content creation. Our key clients include Armani Group, ASUS, Aviva, BBC Worldwide, British Airways, Electrolux, General Mills, Lactalis, LVMH, Nestlé, News Corporation, L'Oréal, Oracle, Puma, Qantas, Reckitt Benckiser, Richemont Group, Royal Bank of Scotland, Sanofi, Telefónica O2, Toyota/Lexus, Verizon and Whirlpool.

About Collective

Collective is a leading data-driven, multi-screen multi-format company that connects brand marketers to audiences with highly personalized experiences across display, video and mobile advertising.  Collective's proprietary suite of Wherevertising™ multi-screen solutions break down traditional media silos and enable brands to reach the right audience, in the right format, on the right screen, at the right moment with highly personalized creative coordinated across TV, PC, tablet and smartphone devices.  Headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco, London and India, Collective is backed by Accel Partners, Cox Media Group, Greycroft Partners, iNovia Capital and Samsung Ventures. To learn more about Collective, visit www.collective.com

Media Contact:
Jonathan Lovitz
The Morris + King Company 
954-695-5896
[email protected] 

SOURCE Collective