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Cision and MediaMath Partnership Bridges Gap Between Paid and Earned Media

Communicating great stories while influencing the public’s awareness and/or buying decisions has been the goal of every great communications strategy. Cision® believes in the power of paid, owned and earned media to tell such compelling stories that speak to consumers through every possible marketing touchpoint. Securing a story in a top tiered publication is just one piece of the puzzle; understanding exactly how a story resonates with your targeted audience and drives business results has been a longtime missing piece for communications professionals — until now.

The official launch of a new partnership between Cision and MediaMath now connects paid and owned media efforts to not only drive better marketing results, but to reach consumers across every channel.

Reaching the final picture lies in understanding that data is key to better storytelling, campaign optimization and overall results. This partnership now allows customers to capture valuable data-driven insights with ease. By applying robust audience data analytics across earned and paid media, the Cision and MediaMath partnership marks a huge step for the industry in proving the value of public relations. Specifically, the MediaMath and Cision partnership allows marketers to:

Optimize digital advertising with earned media: This new integration gives marketers access to earned media audience data to inform and influence buying decisions and augment digital marketing data.

Utilize omnichannel audience analytics: By bridging earned and paid media, marketers can now connect different marketing channels with attribution systems to effectively measure how consumers are interacting with each touchpoint within broader marketing campaigns.

Amplify earned media with paid media tactics: Communications professionals can extend their earned media efforts with paid media tactics such as amplification of a press release or earned media pickup through paid channels, earned media retargeting or guaranteed news views.

Such insights provide marketers and communications professionals with the opportunity to fine-tune and readjust strategies as needed in real-time. As a result, they can now better tell stories in an omnichannel way that reaches targeted audiences. This integrated approach further increases overall brand engagement leading to optimized results. With lines blurring between all three forms of media — earned, paid and owned — Cision and MediaMath believe in the importance of marketing and communications teams having the right, sophisticated technologies and measurement tools to optimize overall ROI. Therefore, this scenario has the potential to be a real game changer not only for agencies, but also for brands and consumers.

How the Partnership Helps Clients & Brands   

With the ability to integrate paid, owned and earned media, brands and clients will now have a 360-degree, holistic view of consumer behavior and campaign performance. Attributing consumer behavior and revenue results from earned media provides the ability to leverage that data to provide a complete customer journey across all channels. Accurately measuring the business impact of marketing communications programs will demonstrate how clients’ budget power is directly translating into tangible results.

How the Partnership Helps Consumers

As digital continues to be an integral part of the customer journey, brands are having to take notice.  Consumers will be able to engage with their favorite brands across multiple channels whether through an ad, social media, or an article that highlights a certain product or experience. Brands can reach consumers in more meaningful, personalized ways that truly resonate with them as opposed to being bombarded with irrelevant, disruptive content.

MediaMath is the latest company to partner with Cision in order to break down the silos between the different types of media communicators use to reach and engage targeted audiences. This strategic partnership delivers on our core promise to give communicators the tools they need to finally prove to earned media’s financial impact. Stay tuned over the coming months as we release more products in relation to this partnership that both Chief Marketing Officers and the Directors of Communications can use. Together, Cision and MediaMath will provide the untapped opportunity to use data that informs and drives media strategies.

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About Kevin Akeroyd

Kevin Akeroyd oversees Cision's executive management team across operations globally. He has more than 25 years of experience in reshaping modern digital, social and mobile marketing globally.

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