Simulmedia-Nielsen Deal Leads to Ad Inventory Sales30 Oct, 2013 By: Doug McPherson
NEW YORK – TV advertising and marketing company Simulmedia has struck an agreement to add consumer purchase data from Nielsen Buyer Insights (NBI) to sell non-prime-time cable TV commercial inventory to advertisers.
NBI represents 24 billion transactions and $2 trillion in annual sales from a variety of purchase source points – retail, travel, digital, restaurant, entertainment, financial services, telecom, discount store and gas station categories – all through credit card data.
Earlier this year Simulmedia inked a similar agreement with TiVo Research and Analytics (TRA). That deal brought purchase data from 37 million shopper cards used at 20 grocery retail chains, 115 million auto registrations, and prescription data from more than 1.6 billion prescription orders.
Simulmedia gets its TV viewing data from about 22 million homes’ set-top boxes – 50 million people – from satellite and cable operators. About a year ago, it began selling commercial inventory. It now has access to TV commercial inventory from some 57 cable TV networks, one small broadcast network, and satellite and cable operators.
Much of Simulmedia’s TV inventory is in non-prime time dayparts – daytime, late night, fringe or overnight time periods, but that doesn’t bother Dave Morgan, CEO of Simulmedia.
“If you limit yourself to prime, you are going to miss 25 percent of your audience,” Morgan said. “We can outreach any two or three networks of any kind of a daily or weekly basis. Having these databases is not new, but they’ve always been used for research purposes. No one has ever activated them.”
Advertisers can view purchase data up to six months before a campaign starts and target whether a consumer has bought from a competitor during a specific time period. In some ways, Morgan said, this is like what “retargeting is to on online world.”
Morgan said to avoid conflict with TV networks or other parties selling activities: “We sell it on an audience basis only. We never sell a program, network or operators.” Simulmedia said it would disclose specifics only after a campaign has run.