Horizon Media and Hershey's launch into the latest phase of their client collaborations with the introduction of blu. Data Platform, marking a new wave of projects.
The Hershey Company, the iconic American chocolate manufacturer, has announced that Horizon Media will be handling its U.S. media business following a six-month long media review process. The decision was made based on Horizon Media's proprietary data platform, "blu," which offers a data-driven solution for targeted and efficient media planning.
Horizon Media's "blu" platform stood out during the review process due to its comprehensive data capabilities and advanced analytics. The platform integrates granular audience data to deliver insights and planning tools that optimize advertising across diverse audiences throughout the United States. In comparison to other platforms, "blu" is a top-tier, data-backed solution designed specifically for broad U.S. reach.
Charlie Chappell, VP of media at Hershey's, confirmed that every large holding company was invited to participate in the media review process. The process did not specify any criteria for the solution other than it being data-backed and having broad reach. During the review, Chappell scrutinized each competitor's platform.
Hershey's, being a CPG brand, already has broad reach. However, the goal for The Hershey Company was to find a solution that could reach almost everybody in the U.S., and Horizon Media's "blu" platform was able to deliver on that requirement.
The media review process did not mention any restrictions on the number of competitors, and it was not limited to a specific type of media solution. In the end, Horizon Media secured the business in 2021, with "blu" playing a central role in securing The Hershey Company's U.S. media business.
This news marks a significant partnership between Horizon Media and The Hershey Company, with the potential to revolutionize the way advertising is approached for the popular chocolate brand in the U.S. market. As the partnership develops, it will be interesting to see how Horizon Media's "blu" platform continues to shape The Hershey Company's media strategy.
- The Horizon Media's "blu" platform was selected by The Hershey Company, not only due to its efficiency in media planning but also because of its data-driven capabilities, which aligns with Hershey's business and finance strategy in this data-and-cloud-computing era.
- With Horizon Media handling the U.S. media business for The Hershey Company, there's an expectation that the integration of technology and analytics, through Horizon's "blu" platform, will impact the finance and expansion of Hershey's brand in the American market.
