NEW YORK – UM, a division of IPG Mediabrands, and AOL Platforms, a division of AOL, are combining forces to build a real-time, moments-based marketing initiative to enable “Moments Marketing” for advertisers. Driven by a programmatic infrastructure built out by UM and utilizing AOL technology, this new platform offers UM the ability to execute against a new planning paradigm; moving from a traditional media mix to a specific, targeted moments mix.
The goal of “Moments Marketing,” UM’s new tactical planning approach, is to reach consumers at the specific moments in their days and lives that most impact their decisions and behaviors in order to spark conversations. This cross-screen, platform-agnostic marketing tool, a first of its kind, will leverage triggers such as market data and information, social indicators, weather and cultural moments to serve contextually relevant and timely marketing messages. Kicking off with UM clients, this revolutionary solution will be campaign-ready by the mid- to- late third quarter of 2014. This announcement comes on heels of the recent launch of ONE by AOL, where IPG Mediabrands will be the charter partner for AOL’s cross-screen programmatic advertising platform. The launch of “Moments Marketing” continues both companies’ vision for deploying data and technology to make faster, smarter decisions that drive business results for clients.
A recent study conducted by IPG Mediabrands and AOL found that ad effectiveness increased 20% with the inclusion of real-time elements. In response, this new planning and buying process will allow clients to buy into key cultural and real-time triggers through an automated system, which will function as a real-time interface across all media. “Moments Marketing” will be a dynamic, fully functional marketing solution that will help future-proof the media buying and planning business. UM and AOL co-developed the concept, strategy and the idea for the platform, based on UM’s proprietary approach to planning. Moving forward with execution, UM will drive practical planning and trigger development, and AOL will build the technology solution, dashboard and data sources to identify the triggers for brand marketers.
“What is of greatest value to our clients and to our media technology partners is communication delivered and consumed at the place and time for which it was intended. At IPG Mediabrands, the ‘here’ and ‘now’ has been the focus of most of our initiatives for some time. “Moments” is a perfect example of how UM is leading the way,” said Matt Seiler, Global CEO, IPG Mediabrands.
“In today’s era of media fragmentation, we believe we need to reinvent the tactical planning process in order to move beyond impressions, frequency and share of voice in order to capture attention and ignite conversations between brands and people,” said Sarah Personette, UM President, U.S. “This is really the next step in allowing digital to help us achieve the goals our clients are demanding. We feel we can change the way we deliver media in real time by owning moments with a message that matters to consumers. Building the technology and process to truly own ‘environmental’ triggers is a game changer.”
“We have been working closely with UM and collaborating on a platform that will advance and evolve their strategic vision around “Moments Marketing,” said Seth Demsey, Chief Technology Officer, AOL Platforms. “At AOL Platforms, our modular technology spans video, display, mobile and brand experiences and can plug into and power premium experiences such as real time trigger marketing. We are excited to partner with UM and begin building what could be a real game-changing marketing platform for the agency’s clients.”
Concentrating on core brand tenets, “Moments Marketing” looks to reinvent the planning and buying process, across all screens.
UM (www.umww.com) is a global media agency that fuses curiosity and creativity to unlock competitive advantage for brands through media. Our philosophy of curiosity is driven by the power of story-telling fueled by intelligence, insights and ideas. A division of IPG Mediabrands, UM has more than 130 offices in 100 countries and over 4,800 employees committed to developing creative, strategic and customized campaigns for every client. Ranked as the most creative media agency by AdNews in 2012, UM also was recognized for leadership in advanced analytics by Media Magazine. UM’s list of clients includes Brown-Forman, Chrysler, Coca-Cola, ExxonMobil, Heinz, Hershey’s, Johnson & Johnson, L’Oreal Paris and Sony. In 2012, UM’s new business global wins and retention received a grade A from RECMA.
AOL Inc. (NYSE: AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.
UM, SVP, Global Communications Director
UM, Senior Manager, Global Communications
AOL, VP, Brand & Communications