Feb. 8, 2013
/PRNewswire/ -- Rentrak (NASDAQ: RENT), who precisely measures movies and TV everywhere, today announced a multi-year TV Essentials and Station View Essentials contract with Havas Edge, the award-winning agency that is part of the renowned Havas Worldwide Network.
With Rentrak, Havas Edge will receive television-viewing information from more than 20 million TVs in over eight million households to garner deeper insights into consumer viewing preferences and motivations. As North America's largest vertically integrated direct response agency, Havas Edge will utilize the stability of Rentrak's TV ratings currency to produce superior results for its clients. Edge will link its vast repository of proprietary data with Rentrak's consumer information to provide unprecedented targeting precision and generate optimal sales results for its direct response advertiser clients.
"We see our relationship with Rentrak as a game-changer in our commitment to develop the most accurate web attribution modeling in direct response," said
, Chief Executive Officer of Havas Edge. "Havas Edge serves a wide range of clients, most of whom have the majority of their consumer response engagement occurring on the web, making it imperative to have the most accurate information available. In our opinion, Rentrak provides the best and most accurate 'behavioral' view of television viewers, enabling Edge to eliminate the margin of error factor in our response attribution modeling that we develop for our clients."
"Today's television landscape is very complex. Consumers have access to unprecedented amounts of content across a deep number of networks and On-Demand viewing platforms," added Rentrak's Chief Executive Officer
. "Havas Edge understands that Rentrak's advanced demographics and targeting capabilities, such as our Polk Automotive and MasterCard segments, produces results similar to its direct marketing approach."
Rentrak's television ratings measurement service provides daily measurement of all TV networks nationally and at a granular level for TV stations in all 210 media markets nationwide. The ratings service is the only fully integrated system utilizing detailed satellite, telco and cable TV viewing data.