Omnicom Media Group (OMG) has partnered with Chinese digital giant Tencent to improve the use of data to inform media planning and buying in the region.

 

 

Tencent Smart Data will be used to create target audience portraits for OMG’s clients through consumer demographic attributes, interests and other online data. These profiles then allow advertisers to reach the correct audience at the right moment through the best media, therefore better servicing consumers.

“Tapping the power of big data is key to maximising marketing return on investment,” said Omnicom Media Group Greater China chief executive Doug Pearce. “By partnering with Tencent to uncover deeper data insights, we can offer our clients more accurate and efficient data solutions, as well as guidance for long-term digital strategy development.”

According to Pearce, the analytic testing Omnicom has already conducted is the first step for the successful collaboration, which will offer the company’s team and clients will enjoy “unprecedented opportunity for cross platform measurement to enhance performance marketing and improve accountability of data strategy”.

The two companies began working cooperatively in 2015, when Omnicom’s automotive client was the first in its field to launch video ads on the Tencent platform, WeChat.

“I am pleased that Omnicom Media Group and Tencent are partnering to create an ecosystem for better data implementation,” said Tencent corporate vice president Steven Chang. “This partnership will provide positive benefits to enterprises through improved data to increase their insight into customers, improve their market position and service relationships.”

Earlier this year, Tencent partnered with programmatic firm PubMatic, to help the firm develop advertising revenues outside its domestic market.