Jenny Chan 陳詠欣
Mar 2, 2016

Tencent OMG and Omnicom to co-develop data mining models

SHANGHAI - Tencent's online media group (OMG) has entered a new data partnership with Omnicom Media Group (also OMG)—already its sixth partnership in China involving data.

L-R: Doug Pearce, CEO of OMG Greater China and Steven Chang, vice president of Tencent OMG
L-R: Doug Pearce, CEO of OMG Greater China and Steven Chang, vice president of Tencent OMG

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.

Other data partnerships Tencent has formed include those with: Starcom MediaVest Group, Vivaki, GroupM, as well as Carat and Mondelez.

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.



Related Articles

Just Published

1 hour ago

10 things agencies can do to end long hours

The long hours culture is created by things that are both in and out of an agency’s control. Here are some suggestions of what they can change.

2 hours ago

Five of the best ads from Campaign's Global ...

From Uber Eats to the New Zealand election, here is the work that puts Special Group at the top of the game.

3 hours ago

DDB reveals global 'Unexpected Works' repositioning

The global network revealed the new positioning on a billboard in a sheep farm in New Zealand.

3 hours ago

Cannes Lions 2021: Microsoft wins Creative Marketer ...

Award is given annually to an advertiser with a body of creative and Lion-winning work over a sustained period of time