WPP Media has introduced Open Intelligence, a cutting-edge data solution that utilizes large marketing models to predict audience behaviour and optimize marketing performance. This tool helps brands create customized campaign models through extensive data analysis. Concurrently, Paramount is restructuring its media strategy by terminating its long-standing relationship with WPP and partnering with Publicis in a cost-cutting initiative. The company seeks to enhance operational efficiency amid a merger with Skydance Media. Additionally, Paramount+ has seen substantial user growth in the UK, signaling its potential in the SVOD market.
WPP Media's Open Intelligence allows brands to create bespoke campaign models by analysing large datasets, marking an evolution in audience behaviour prediction and marketing performance.
Matt Bennathan noted that WPP Media's Open Intelligence represents a significant industry shift, moving away from restrictive ID systems, allowing for better customisation and optimisation.
Paramount's strategic decision to transition from WPP Media to Publicis is part of a cost-cutting initiative tied to its merger with Skydance Media.
Paramount+ achieved a notable increase of 430,000 new homes in its user base, indicating strong performance in the competitive UK streaming market.
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