PORTLAND, Ore., July 10, 2014 /PRNewswire/ -- Rentrak, the leader in precisely measuring movies and TV everywhere, and Consumer Orbit, a consumer science company, today announced a major integration of a large well-known CPG advertiser's customer segmentation system merged with Rentrak's local market and national television ratings. Consumer Orbit will use Rentrak ratings with its targeted segments to plan the advertiser's local and national television campaigns for the coming year. The client's buying agency will be onboarded with the highly targeted program ratings for the placement cycle.
"The ability to bypass age and sex demographics and target the actual segments that drive our strategy across all media is the final step in integrating all of our client's marketing around the customer targets that drive their business," said Jay Huckabay, president and chief executive officer of Consumer Orbit. "Now our actual television plan and buy will be specified by customer segment matching the creative, merchandising and full media mix effort so that the entire marketing chain will be united around priority targets for specific products. By tracking sales on a weekly basis within a customer segment, we can throttle the execution at the local market level as conditions demand."
"The technique opens the door to advertisers to close the loop in their targeting systems by making their television plans and buys responsive to the internal market segment research that has become the language of communication within the marketing group for each brand," said Chris Wilson, president of national television of Rentrak. "With more and more brands tracking sales by customer segment, it makes sense that media planning and buying follow suit."
About Consumer OrbitConsumer Orbit is a Kansas City-based consumer science company specializing in understanding an advertiser's customer, down to the individual household level. As one of the country's largest aggregators of consumer behavior data, traditional demographic descriptors are replaced by combining customer knowledge with Consumer Orbit's vast database of consumer behavior. These data sets together make an advertiser's customer data smarter resulting in strategic and tactical tools that deliver measurable performance metrics readable in real-time. For more information, please visit www.consumerorbit.comAbout RentrakRentrak (NASDAQ: RENT) is the entertainment and marketing industries' premier provider of worldwide consumer viewership information, precisely measuring actual viewing behavior of movies and TV everywhere. Using our proprietary intelligence and technology, combined with advanced demographics, only Rentrak is the census currency for VOD and movies. Rentrak provides the stable and robust audience measurement services that movie, television and advertising professionals across the globe have come to rely on to better deliver their business goals and more precisely target advertising across numerous platforms including box office, multiscreen television and home video. For more information on Rentrak, please visit www.rentrak.com RENTM