Horizon Media launches eMbrace

As the U.S. becomes increasingly diverse and more people self-identify with more than one race, culture, or ethnicity, “Multiracial” is the fastest growing segment of the U.S. population (U.S. Census). Accordingly, marketing practices that fully weigh brands’ needs to reach multicultural groups are critical so planning tools and data sets must innovate and evolve with more speed, relevance, and resonance in engaging polycultural audiences. Addressing the need to leverage a data-driven approach to align cultural imperatives with a brand’s marketing and business priorities, Horizon Media developed the idea and overarching purpose of eMbrace and enlisted Nielsen (NYSE: NLSN) to develop the software and data solution. This new communications and media planning platform, which recalibrates population-based, survey/panel outputs for a more equitable emphasis of Asian, Black, and Hispanic insights, is a critical precursor to media and investment planning, will help advertisers develop more thorough, inclusive strategies to better engage diverse audiences.

“Today’s most effective marketing strategy discussions start with an inclusive mindset – and with an operational view – not just theoretical – that cultural relevancy is an imperative,” said Karina Dobarro, EVP, Managing Partner, Multicultural at Horizon Media. “This perspective is a step beyond multicultural planning to new strategies and executions – founded on Nielsen data – that are tailored to specific audiences. Incorporating data analyses that have not been unavailable until now, this unique view that captures audience segment insights and relevance – the keys to differentiation and driving business outcomes – aren’t muted by mainstream marketing conventions.”

“When working with Nielsen as part of the development of eMbrace, we needed to collaborate with a company that shared the same vision of combining robust consumer and business data through advanced analytics. This is much more than a simple dashboard; it’s about creating a data-informed approach to identify strategic client imperatives,” said John Marson, SVP, Managing Director of CORD, Horizon Media’s Channel Observance, Research & Development team. “Our remit is to drive business results for our clients by understanding, engaging, and motivating their communities, and Nielsen is helping us develop this innovation.”

“For years Nielsen and Horizon Media have worked together to bring advertisers the data-driven insights they need to best reach their audiences where they are,” said Jay Nielsen, SVP of Planning Products at Nielsen. “We’re continuing to innovate with Horizon as the first to integrate this more robust data set. Through eMbrace, we’re expanding the sample population to include more diverse respondents, providing an unprecedented look at diverse customer segments to drive equity and growth to minority audiences in media.”