Dive Brief:
- Bloomberg Media partnered with MarketShare, a media attribution company, to help advertisers optimize their spending across Bloomberg’s marketing channels.
- One aspect of this approach is getting more senior conversations with marketers to focus on outcomes rather than soft metrics.
- In other Bloomberg news, its internal creative agency recently took on its first outside client, Morgan Stanley.
Dive Insight:
Bloomberg Media is following a growing trend of media companies seeking higher-level discussions with marketers, and to help facilitate this it has partnered with MarketShare, a media attribution company that takes stock of how marketers strategize their channel mix and helps optimize the overall budget. For Bloomberg Media the partnership will allow them to advise advertisers the best way to allocate spending across its marketing channels which include digital, TV, radio and print.
Zazie Lucke, Bloomberg’s head of global marketing, told Ad Exchanger, “Bloomberg is a data company at its heart, so this was a no-brainer. Coming to a partnership with information that connects to business outcomes, not just advertiser success, is a bridge that is not ordinarily crossed.”
MarketShare CEO Wes Nichols explained that media companies are interested in more senior-level involvement with marketers because “the more senior you get, marketers care less about soft metrics and more about business outcomes.”
Bloomberg is looking to Q4 to begin combining its own and MarketShare’s data to optimize its advertisers’ marketing spends.