Horizon Media Canada Launches blu. – New Innovative Proprietary Audience Framework and Data Ecosystem

Horizon Media, one of Canada’s leading media companies, has launched a state-of-the-art proprietary audience framework and data ecosystem called blu. This transformative platform promises unparalleled insights and capabilities for marketers to deliver highly personalized experiences while ensuring transparency and respecting user privacy.

Younger Canadians are more receptive to personalized ads than older generations, and they are more likely to engage with brands online after seeing a personalized ad according to survey research* conducted by Horizon. The data shows that 56 per cent of younger Canadians prefer personalized over traditional advertising. Additionally, 45 per cent of younger Canadians are likely to engage with a brand online after seeing a personalized ad, compared to only 18 per cent for traditional ads. Nearly half of Gen Z and Millennials also said they would provide more personal information if there were incentives or rewards to do so.

“blu. was conceptualized to address the evolving needs of marketers and consumers alike,” said Kevin Kivi, General Manager of Horizon Canada. “Our recognition of marketers’ need to differentiate themselves, coupled with consumers’ expectations of personalized experiences, drove the development of blu. This platform embodies our commitment to transparency and user empowerment.”

Also Read: Uproar PR Wins Inc. Magazine’s Coveted Power Partner Awards

blu. offers a holistic view of Canadians throughout the entire advertising process, encompassing target development, insights generation, media planning, activation, and measurement. Its unique ability to connect seamlessly with brands’ first-party data and media owners’ data opens new possibilities for targeted campaigns, media plan optimization, and advanced measurement.

“blu. represents a major leap forward in the Canadian data-driven marketing landscape,” said Caroline Bergeron, Horizon’s Senior Vice President of Data & Digital Solutions. “Our comprehensive profiles of over 25 million adult Canadians, coupled with deterministic attributes such as demographic and household information, purchase habits, and affinities, provide unparalleled granularity for precise targeting. Additionally, our data vaults and clean room integrations ensure the utmost privacy and safeguarding of client data, while still enabling partner enhancement and measurement.”

This is the first step in Horizon Media’s global expansion of its blu. capabilities. Horizon Media first launched blu. in the United States in January of 2020 to overcome the industry’s overreliance on third-party data and third-party technology assets. blu. is built on a spine of deterministic data from more than 280 million Americans which can be enhanced with client first party data. Today, across North America, Horizon Media offers a suite of Solutions and Services powered by its Connected Marketing Platform, blu. At the core, blu. supports data informed strategy and media storytelling as well as audience development, activation and measurement.

SOURCE: GlobeNewswire