Simulmedia-Oracle Partnership Yields Linear TV Ad Deals Based on Purchase Data19 Apr, 2017 By: Doug McPherson
REDWOOD CITY, Calif. – TV audience targeting platform Simulmedia will partner with Oracle Data Cloud, the in-store/consumer purchasing data service, to offer data-driven linear TV advertising deals.
Oracle Data Cloud claims $3 trillion in consumer transaction data from 5 billion global IDs and 120 million U.S. homes – and more than 1,500 data partners.
Joe Kyriakoza, vice president-general manager for automotive and TV for Oracle Data Cloud, told MediaPost News that many of its digital advertiser clients have been asking for consumer purchasing data connected to linear TV viewing for years. Oracle says 97 of the top 100 U.S. advertisers already use its data for their digital campaigns.
Dave Morgan, founder and CEO of Simulmedia, told Media Daily News that the move allows brands to “align their audience strategies across TV and digital and improve the overall ROI of their advertising spend.”
Morgan added the deal will help move the company to the next step – “performance TV,” determining audiences in addition to calculating return on investment of marketers’ media spending. “To do that, we need big data sets,” he said.
He added he believes Oracle’s efforts will let ad agencies create their own TV digital management platforms (DMPs) to complement their digital DMP audience targeting efforts.
Kyriakoza said marketers would be able to also use their own first-party customer relationship management data. Oracle data will be used with Simulmedia’s VAMOS platform, which creates data-driven audiences, predicts viewership, and optimizes performance-based media plans.
Kyriakoza noted there continue to be hurdles with linear TV when it comes to data-driven deal-making.
“The biggest hurdle is that the industry is fragmented; it’s a more complex marketplace for sure,” he explained, adding that TV networks, as well as cable/satellite/telco TV providers have had different approaches when connecting consumer purchase data to TV viewing.
OpenAP, a consortium of 21st Century Fox, Viacom, and Turner, has announced efforts to simplify much of this for marketers – including standardizing new kinds of TV audiences.