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New Strategy Targets Audiences Across Traditional and Digital Media; Collective Selected to Provide Multi-Screen Platform
NEW YORK, March 6, 2013 /PRNewswire/ -- CoxReps is launching an ambitious strategy to deliver multi-screen advertising solutions that target audiences with pinpoint accuracy across both traditional and digital media.
CoxReps' strategy leverages three areas of expertise: its national television advertising footprint that represents stations in markets covering more than 90 percent of U.S. television households and more than $3 billion in TV billing; Cox Digital Solutions (CDS), which delivers audience-targeted digital advertising; and an innovative collaboration with Collective, a leading data-driven multi-screen advertising platform.
The new strategy builds on CoxReps' leadership in the television marketplace as an advertising partner for national brands to deliver audience-targeted advertising across multiple screens. As part of this plan, CDS will focus on premium local solutions and audience-driven advertising and will discontinue its legacy network platform business. After extensive market diligence on how to accelerate adoption of its multi-screen ad solutions, CoxReps selected Collective to add national scale in data-driven video, mobile, rich media and display advertising. Combined, CoxReps' cross-platform solution provides advertisers with an end-to-end data-driven delivery that aligns their messages with audiences across all devices linked to the brand experience.
"Over the past several years, we've had big wins on both the broadcast and the digital side of the house," said CoxReps President Jim Monahan. "Independently, each is highly effective. But we've seen an industry shift toward converged solutions – coordinated advertising that reaches consumers anywhere they are, regardless of the medium. We plan to be one step ahead of that trend."
The CDS realignment and the Collective venture are the first steps in what is expected to be a transformation in the way CoxReps' business units deliver highly personalized experiences.
"Five years ago, we relied on content-based ad networks as a proxy for audiences," said Luke Edson, General Manager at CDS. "Today, audience targeting has become so advanced that it no longer needs a proxy. We're focusing our efforts on solutions that deliver the most effective, most accurate results for the advertisers – on both a local and national level – and we're doing it across screens."
For Collective, the CoxReps venture is market validation of its multi-screen platform which leverages audience data to deliver highly targeted brand content coordinated across devices. CoxReps' multi-screen strategy will utilize Collective's suite of services including TV Accelerator, a first-of-its-kind cross-platform solution that links data from millions of television set-top-box households, in every U.S. market, to Collective's Audience Cloud of 230 million active online consumers.
"We're pleased to partner with Cox, a real leader in integrated media," said Collective CEO, Joe Apprendi. "Our data-driven multi-screen platform is an ideal solution to accelerate CoxReps' delivery of compelling advertising campaigns across traditional and digital media."
This announcement is the first in a series CoxReps expects to make in the coming weeks in support of its new multi-screen go-to-market strategy.
CoxReps is a leading national sales organization. Its national television advertising footprint represents stations in markets covering more than 90 percent of U.S. television households and more than $3 billion in TV billing. Additionally, it operates Cox Digital Solutions, which delivers targeted digital advertising, and Cox Cross Media, that develops multi-screen opportunities for advertisers. CoxReps is owned by Cox Media Group.
About Cox Media Group
Cox Media Group is an integrated broadcasting, publishing, direct marketing and digital media company that includes the national advertising rep firms of CoxReps. Additionally, CMG owns Cox Target Media, which operates Valpak, one of North America's leading direct marketing companies, and Savings.com, a leading online source for savings. The company's operations currently include 19 broadcast television stations and one local cable channel, 87 radio stations, eight daily newspapers and more than a dozen non-daily publications, and more than 100 digital services. CMG currently operates in more than 30 media markets and reaches approximately 52 million Americans weekly, including more than 32 million TV viewers, more than 4 million print and online newspaper readers, and 18 million radio listeners. For more information about Cox Media Group, visit www.coxmediagroup.com.
Collective is a leading data-driven multi-screen company that connects brand marketers to audiences with highly personalized experiences across display, video and mobile advertising. Collective's multi-screen data optimizes targeted creative to break down traditional media silos and deliver highly personalized creative coordinated across devices. Headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco, London and India; Collective has been recognized on the Deloitte Technology Fast 500 and Inc. 500/5000 lists. Collective is backed by Accel Partners, Greycroft Partners and iNovia Capital. To learn more about Collective, visit www.collective.com.
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