NY-based Horizon Media launches audience targeting platform AMP

New York-based Horizon Media, a global leader in data-driven media and marketing, has announced the launch of its pioneering OOH audience targeting platform AMP, a first-to-market tool, that will increase efficiencies of data-driven audience targeting. As part of the launch, Horizon is making a strategic investment in Mira, a real-time data partner that fuels the AMP platform.

AMP's revolutionary technology generates sophisticated data visualisations that enable strategists to more quickly evaluate and make better informed decisions that optimize placements for both traditional and Digital OOH placements. AMP is powered by significantly enhanced data inputs for Out-of-Home placements, including inventory data, audience behavioural data, targeting data, first party client data and competitive data to better identify audiences and optimize Out-of-Home media inventory.

The agency also has a partnership with Geopath – the not-for-profit industry body that powers a smarter Out-of-Home marketplace through state-of-the art audience location measurement, deep insights, and innovative market research – to leverage its inventory data. The AMP platform overlays Geopath’s inventory catalogue with numerous audience data sources to target desired audiences while optimizing total ad spend. 

Because it sees enormous potential for its clients, Horizon has made a strategic equity investment in Mira – the first data engine platform to address the concept of real-time audiences for Out-of-Home – to infuse AMP with real-time audience metrics. Mira has pioneered the process of crowd analytics, building a geospatial overlay of audience behaviours and interests by analysing billions of real-time location events each day. Horizon’s AMP platform dynamically renders this data, providing users with the best-suited areas to reach the highest concentration of target audiences.

In addition, Mira is able to tailor Digital Out-of-Home screens in real-time based on nearby mobile audiences; and dynamically target Digital Out-of-Home and Digital Place-based (DOOH) and DPb Programmatic, while capturing attribution for ROI.

Mira’s programmatic technology is particularly exciting for the agency as it plans to further evolve AMP into a digital Out-of-Home programmatic buying platform in the coming months. This will allow Horizon’s Out-of-Home planners to plan all Out-of-Home and invest in digital Out-of-Home within one universal platform. 

“Technological innovation and access to valuable new data allows us to evolve and improve the way that we do business,” said Jill Nickerson, Senior Vice President, Out-of-Home, Horizon Media. “There wasn’t a third-party tool that satisfied our data and automation needs, so we created AMP, a sophisticated, data-driven Out-of-Home planning tool that has quickly streamlined our planning and buying process; leveraging audience, location and first-party client data. The tool also allows our teams to use the same audience profile data set as other investment groups within the agency, making audience targeted investments universal across those channels."