Lionsgate Motion Picture Group Names Horizon Media Agency of Record for Theatrical, Home Entertainment

Lionsgate’s Motion Picture Group has named Horizon Media its media agency of record for its theatrical and home entertainment business, the studio announced.

Horizon Media, the largest U.S. media agency according to AdAge Data Center 2022, will be responsible for developing and executing innovative, creative media strategies, planning, buying, data and analytics across all media channels, according to Lionsgate.
“Among the factors in making the decision, Lionsgate was impressed and persuaded by Horizon Media’s blu., the agency’s proprietary data platform, empowering their advanced analytical capabilities to target individuals, personalize messaging, and engage moviegoers based on more than 11,000 deterministic attributes, resulting in actionable intelligence across all media and marketing channel,” according to Lionsgate. 
“Horizon’s data-driven approach, coupled with their experience in theatrical and entertainment marketing as the driver behind many innovative and successful campaigns, made the difference for us,” Adam Fogelson, vice chair of Lionsgate’s Motion Picture Group, said in a statement.  

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“Lionsgate has a history of challenging convention — of cutting against industry norms — to distinguish themselves in an increasingly crowed entertainment industry,” said Karen Hunt, president, Western region, at Horizon Media, in a statement.  “Lionsgate has produced some iconic films and has an amazing slate ahead. We’re excited to start work with Adam and his entire team — putting our ‘Business is Personal’ approach to work.” 

TiVo Signs Deal to Provide Horizon Media TV Viewership Data

TiVo July 13 announced that it has entered into a licensing agreement with Horizon Media, the largest U.S. media agency according to AdAge Data Center 2021, to access TiVo’s TV viewership data.

In a press release, TiVo stated its data “provides a foundational ingredient to Horizon’s data stack to support client investments, driving improved outcomes in cross-platform media planning, buying, digital retargeting, and measurement.” Horizon Media, the press release stated, will “integrate TiVo’s raw data into strategic client initiatives at both the content and commercial levels.”

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The agreement enables Horizon and its affiliates — Canvas Worldwide LLC; Horizon Big LLC; Horizon Media Limited Partnership (Canada affiliate); Night Market Horizons LLC; horizon next; and 305 Worldwide LLC — to leverage the power of TiVo’s TV viewership data, according to the press release.

“As the industry faces new challenges that accompany increased demand for viewership data, this agreement with TiVo will help us to maintain our position as an innovative marketing and advertising leader,” said Laura McElhinney, Horizon Media’s chief data officer.

TiVo says its TV viewership data provides high-quality linear data of live and time-shifted usage across the U.S., and allows customers to measure their campaign activity, optimize data science solutions, and power media planning and buying across media platforms.

Walmart’s Eyeing Original Content

Walmart may have shelved plans to launch a branded over-the-top streaming service, but the world’s largest retailer isn’t stepping away from producing content.

Bloomberg report said Walmart plans to produce upwards of half a dozen original series it would stream exclusively on – the transactional VOD service it acquired in 2010.

With Netflix, Amazon Prime Video and Hulu dominating the domestic SVOD market, streaming services are entering the content space in an effort to lure and retain subscribers with original content.

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Vudu is an established brand that sells and rents Hollywood digital movies, similar to iTunes, Redbox On Demand, Google Play, Prime Video, Microsoft Movies and TV, Fandango Now and Comcast Xfinity, among others.

Streaming original ad-supported content could expand digital transactions while luring incremental foot traffic to the platform. It could also help Walmart generate incremental advertising revenue in an OTT market where Netflix and Amazon don’t sell ads.

“[Vudu has] struggled to figure out [its] role in the new streaming environment,” Edward Yruma, analyst at KeyBanc Capital markets, told Bloomberg. “Walmart sells almost 50%of all TVs in the United States, so clearly they have some opportunities to better leverage the purchase.”

Similarly to Apple’s pending subscription streaming service, AppleTV+, which will feature original programming, Walmart is reportedly talking to Hollywood content creators about series that would appeal to families, kids, young couples and parents.

“A lot of advertisers haven’t worked with Vudu before, but having a new name out there, and having that name connected to Walmart, should spark interest,” said Andy Stone, VP at Horizon Media, who clients include Geico insurance and Corona beer, among others.