|By Business Wire||
|December 16, 2013 03:00 PM EST||
Mediahub/Mullen and OwnerIQ today announced a digital media partnership that will bring customized insights and analytics gleaned from OwnerIQ’s unique Path to Purchase data to Mediahub’s client portfolio.
“OwnerIQ’s shopping-comparison engine and its strategic data relationships with major retailers and manufacturers give it unique access to the shopping behavior of more than 200 million consumers right down to the product and brand level,” said Mullen VP and Group Media Director Kazi Ahmed. “The custom tools we build on top of this rich data will enable us to address our clients’ business needs even more effectively.”
Mullen/Mediahub’s relationship with OwnerIQ grew organically over the past two years as the latter company performed consistently on some of agency’s marquee accounts. Recently, Ahmed said, the agency decided to explore creating a deeper relationship with the company.
OwnerIQ CEO and Cofounder Jay Habegger looks forward to working more closely with the agency. “Mediahub’s mantra of ‘fearless thinking’ has guided the agency’s growth into a nationally recognized, award-winning brand. This partnership gives both organizations an opportunity to collaborate to bring effective custom solutions to their advertisers.”
As part of the deal, OwnerIQ will develop a unique educational series — one that will show the Mediahub staff how to make the most of the programmatic marketplace.
This story first appeared in MediaPost.
Mediahub is the media planning and buying group within Mullen, a “hyperbundled” agency, integrating disciplines from creative to digital marketing, media planning and buying, mobile marketing, public relations and social influence, design, CRM and performance analytics. Mediahub is a media organization that works with challenger brands to develop media programs that consumers seek out, share and talk about. Simply put, we believe that ideas, intelligence and integration are the three levers that unlock inspiring media platforms. Mediahub clients include JetBlue, National Geographic Channels, Timberland, Match.com, Olympus and Bose. Mediahub is a two-time OMMA/Mediapost Agency of the Year for Media Planning & Buying and a key factor in Mullen’s recognition as a Fast Company Most Innovative Company and as a two-time Advertising Age A-List Agency. The agency is headquartered in Boston and is an independent brand within the Interpublic Group of Companies (NYSE:IPG).
OwnerIQ is pioneering the concept of Path to Purchase Media. It transforms consumers' interactions with products and brands along the path to purchase into powerful new online advertising solutions and marketing channels.
The company’s unique data and technology powers its Path to Purchase targeting solutions. It sources its data directly from more than 300 data partners, comprising some of the most popular websites used by consumers along the path to purchase: retailers, manufacturers, price-comparison engines, coupon sites, and product-support sites.
OwnerIQ designed its technology to maximize the performance of its unique Path to Purchase data in the world of programmatic buying. CoEx, its data management platform (DMP), tags and catalogs more than a billion consumer product and brand interactions per month. OPTMS, the company’s demand side platform, or DSP, is integrated with every major inventory pool - seeing billions of pre-filtered advertising opportunities via real-time bid, or RTB, each day.