Through this partnership, Tencent and Omnicom will create infrastructure for holistic data mining to improve media planning and buying efficiency. The two parties will develop data models for eight different industries (FMCG, auto, IT, fashion, baby care, finance, alcohol and medicine) for what they call "consumer data interpretation methodologies".
Tencent will create target audience (TA) portraits for Omnicom's clients using its smart data solution, that it also extended to Dentsu Aegis Network last year.
According to the two parties, data cooperation between Tencent and Omnicom began in late 2015 when an Omnicom client (BMW) became the first automotive brand to launch video ads on Tencent's social platform, WeChat.
Analytics from the initial trial revealed deviations between the brand’s TA profiles and the actual TA profiles represented by Tencent's historical data. This finding led to today's partnership that will "offer clients more accurate and efficient data solutions, as well as guidance for long-term digital strategy development”, said Doug Pearce, CEO of Omnicom Media Group Greater China.