Simulmedia Offers Guaranteed TV Campaigns9 Oct, 2013 By: Doug McPherson
NEW YORK – Simulmedia, a targeted television advertising company, is partnering with TiVo Research and Analytics (TRA) to launch a new program that Simulmedia contends guarantee advertisers the number of targeted purchasers among those who view TV advertising.
Simulmedia’s purchase data targeting and media delivery guarantees are different from traditional networks, which leverage age, sex and demographic details of the population only.
Dave Morgan, Simulmedia’s CEO, says the industry “needs to move beyond age and sex demos. Adults 18-49 is not a demo, it's a family reunion. A heavy cereal purchaser PRP guarantee, for example, is far more targeted and less spray and pray."
TRA offers syndicated single-source TV viewing and purchase data for advertisers and TV networks. The TRA’s purchaser ratings points (PRPs) let Simulmedia predict the TV viewing behavior of auto and grocery purchasers’ for targeting TV advertising campaigns in order to achieve better results.
Accurate results are possible because TRA matches set-top-box TV tuning data with other anonymously gathered data. The second source of data is derived form 37 million shopper cards used at 20 grocery retail chains, along with 115 million auto registrations, and prescription data from more than 1.6 billion prescription orders.
TRA’s PRPs are used by Simulmedia’s technology platform to predict future viewing behavior of likely purchasers. This helps CPG, automotive, retail and pharmaceutical companies as they can now target ads for customers on TV more granularly.
Mark Lieberman, chairman of TRA, says Simulmedia's use of TRA data “underscores our data's value in helping marketers connect with their past, present and future buyers to best allocate ad buys, and ultimately, drive sales lift to help bring TV ad targeting to a whole new level."
TRA says its web-based Media TRAnalytics® and TV Health Ratings platforms match the TV advertising households truly receive with the products the same households actually buy, enabling TRA clients to find "The Right Audience®.” TRA clients have included Procter & Gamble, A&E Television Networks, Comcast Media 360, Oscar Mayer, Sunovion and Starcom MediaVest Group.
Simulmedia operates the Simulmedia Audience Network, a data-driven audience network for TV that leverages predictive technologies and anonymous viewing data from more than 50 million U.S. TV viewers to help advertisers better reach target audiences and measure results. Simulmedia aggregates TV audiences through partnerships with TV system operators and national networks and reaches all 115 million U.S. TV households.
In May, Simulmedia launched the open access project, an initiative that allows free access on its website, Simulmedia.com, to key parts of its database, insights and platform tools. This includes access to reach, frequency and cost performance data on recent national TV campaigns from more than 100 national advertisers.