Vision7 Media has partnered with a Toronto-based analytics firm to arm clients with data to make better in-the-moment media decisions.
Announced Tuesday, the deal pairs Performance Content with Vision7’s two media agencies, Cossette Media and Jungle Media. The media agencies now will be using real-time audience intelligence from Performance Content to tweak their social, mobile and digital media buys based on consumer behaviour as it happens.
Performance Content was launched late last year by two veterans of the Canadian digital media space, Deb Hall and Michael Girgis. The pair launched the company to specialize in what they call “data fueled content creation” – using big data to help agencies and their clients create better, more engaging content for the digital age.
David Jowett, president of Vision7, said in a release that the company’s clients need more than panel-based audience insights. “With technology driving increasingly fast changing consumer behaviour, we need to have a way to know what’s motivating the consumer right now,” he said.
Using insights from Performance Content, Jowett said Cossette and Jungle will “continuously re-design” media buys based on real-time information.
He said the partnership is part of a broader shift within Vision7 to update the way its media buys are made and is “indicative of our broader, collective vision to revolutionize our approach to using media.”
“We are excited to help fuel the evolution of real-time content optimization and media placement in both traditional and digital channels,” said Hall, CEO of Performance Content, in a release. “Our shared goal is to help brands embrace the technological change that is revolutionizing their businesses – specifically layering mobile, social and real-time bidding data to really impact the media choices that are made.”
