Magid, a strategy consulting firm serving the media industry for over six decades, announced a strategic alliance with Claritas, a data-driven marketing leader that helps marketers achieve superior ROI.
Under this agreement, Magid’s proprietary segmentation insights from SubScape, introduced to the market this year, will fuel two of Claritas’ flagship data products beginning Q1 2024: ConneXions, a tech and digital media audience segmentation targeting solution, and PRIZM Premier, a segmentation targeting solution based on consumer behavior. Claritas clients will now be able to run campaigns among subsets of the streaming population based on the value they represent to the business. Terms of the agreement were not disclosed.
This first-of-its-kind collaboration represents a powerful synergy between Magid’s data expertise and Claritas’ market-leading solutions, providing clients with greater precision in messaging the right audiences to drive positive business outcomes. Additionally:
- Streaming marketers and agencies will be able to reach audiences that consume more content and drive word of mouth more effectively, whether to promote a new show or to recruit them to an ad-supported tier.
- Acquisition campaigns can do more for less by precisely targeting the viewers streamers need most to increase ARPU: for example, Loyalists™ (high spending viewers – less likely to churn); or Hypers (high spending viewers, organic hit makers for buzzy content). In addition, retention campaigns can be targeted to the most valuable segments while not spending wasteful dollars on high-churn/low-value subscribers.
- Ad sales operations and agencies will be able to define/activate against audiences more receptive to advertising and active consumers of an advertiser’s products – or their competition.
“At a time when growth in streaming increasingly comes through stealing share from competitors and when services are aggressively pursuing greater efficiencies, this partnership provides a uniquely powerful means of defining, targeting and reaching the most valuable audiences,” said Mike Bloxham, EVP, Magid’s Global Media, Entertainment & Games Practice, Co-Lead of its Subscriber Science Practice. “By integrating our SubScape segments into Claritas’ market-leading data products, we are providing a valuable tool for clients to drive business growth and optimize subscriber value – both on a market-wide and service-level basis”.
“We’re thrilled to partner with Magid, a leader in understanding consumer behavior in the ever-evolving streaming landscape,” said Ron Cohen, SVP of Practice Leadership at Claritas. “By linking their SubScape insights with ConneXions and PRIZM Premier, we’re empowering our clients to reach the right audiences with laser precision, maximize campaign ROI, and unlock new levels of subscriber value. This first-of-its-kind collaboration will be a game-changer for streaming marketers looking to optimize their strategies and achieve measurable growth.”
SubScape Methodology: Monthly tracker of subscriber attitudes and intentions, paid and free streaming services’ flow of consumers, usage, product attributes and overall vitality. 2,000 Persons 13-75 surveyed monthly, weighted to U.S. census proportions by age, gender, income, race and ethnicity. Survey fielded in English. Delivered to clients via API, interactive dashboard, and through consulting engagement.
SOURCE: GlobeNewswire