US based Horizon Media, in partnership with Nielsen, has announced eMbrace, a platform that helps marketers engage with multicultural audiences.
Observing the current increasing diversity in US and peoples’ adherence to their own identity, race, culture and ethnicity, Horizon Media has discovered the brands’ need to connect with multicultural groups. eMbrace proposes to leverage a data-driven approach to align cultural imperatives with a brand’s marketing and business priorities to engage with diverse audiences.
eMbrace is a new media planning platform developed with Neilsen’s software and data solution expertise. It recalibrates population-based survey/panel outputs for a more equitable emphasis on multicultural population insights. It will assist advertisers in developing more comprehensive, inclusive strategies that engage various audiences more effectively.
“When working with Nielsen as part of the development of eMbrace, we needed to collaborate with a company that shared the same vision of combining robust consumer and business data through advanced analytics. This is much more than a simple dashboard; it’s about creating a data-informed approach to identify strategic client imperatives,” said John Marson, SVP, Managing Director of CORD, Horizon Media’s Channel Observance, Research & Development team.
“When working with Nielsen as part of the development of eMbrace, we needed to collaborate with a company that shared the same vision of combining robust consumer and business data through advanced analytics. This is much more than a simple dashboard; it’s about creating a data-informed approach to identify strategic client imperatives,” said John Marson, SVP, Managing Director of CORD, Horizon Media’s Channel Observance, Research & Development team. “Our remit is to drive business results for our clients by understanding, engaging, and motivating their communities, and Nielsen is helping us develop this innovation.”
“For years Nielsen and Horizon Media have worked together to bring advertisers the data-driven insights they need to best reach their audiences where they are,” said Jay Nielsen, SVP of Planning Products at Nielsen. “We’re continuing to innovate with Horizon as the first to integrate this more robust data set. Through eMbrace, we're expanding the sample population to include more diverse respondents, providing an unprecedented look at diverse customer segments to drive equity and growth to minority audiences in media.”
Horizon’s press release states that eMbrace offers marketers the insights which will help drive channel mixes that are more inclusive of polyculture segments to better drive connections, resonance, and business outcomes. It will also help identify actionable business growth opportunities which would otherwise be not adequately capitalized.
The eMbrace assessments will enable more equitable investment and partnership allocation across minority-owned and minority-targeted media.