Marketers demand more from agencies to build brands, capture market share, and deliver personal experiences to consumers. As they aim to provide better insights and capabilities, Horizon Media Canada has launched their blu., a state-of-the-art proprietary audience framework and data ecosystem.

“blu. was conceptualized to address the evolving needs of marketers and consumers alike,” said Kevin Kivi, General Manager of Horizon Canada. “Our recognition of marketers’ need to differentiate themselves, coupled with consumers’ expectations of personalized experiences, drove the development of blu. This platform embodies our commitment to transparency and user empowerment.”

blu. was originally rolled out in the US back in 2020, now Kevin and his team are offering it to their clients to provide a holistic view of Canadians throughout the entire advertising process, encompassing target development, insights generation, media planning, activation, and measurement.

Why it matters?

According to a recent survey conducted by Horizon, 56 per cent of younger Canadians prefer personalized over traditional advertising. Additionally, 45 per cent of younger Canadians are likely to engage with a brand online after seeing a personalized ad, compared to only 18 per cent for traditional ads. Nearly half of Gen Z and Millennials also said they would provide more personal information if there were incentives or rewards to do so.

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