“Integrated marketing” and “cross-platform” are key phrases in a business announcement by Clear Channel and Horizon Media.
Clear Channel, the multi-platform media company, signed a partnership with Horizon, a big media services agency, that gives Horizon clients access to certain “integrated, first-to-market opportunities” on Clear Channel platforms (a list that has grown to include radio, digital, outdoor, mobile, events and on-demand offerings).
The agreement was announced by Horizon Media founder Bill Koenigsberg and Clear Channel Chairman/CEO Bob Pittman. The executives said they share a goal of providing ad partners with “superior ROI on their marketing expenditures,” in Pittman’s phrase.
The companies call it a multi-year deal valued at $100 million and a “first of a kind” alliance. Horizon Media gets to offer clients exclusive rights in certain events and promotions, including “select Artist Integration Programs, World Premieres, customized shows at Clear Channel’s iconic iHeartRadio Theaters in New York and Los Angeles, as well as special events created just for Horizon clients.” The agency also gets access to CCME creative talent for other content creation projects.
The partnership also involves what they described as “new psychographic targeting systems” using Horizon tools plus consumer research built on CCME’s media reach. They said this combo can produce research insights that help build their media mix models.
