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Cable Technology Feature Article

October 02, 2013

Simulmedia, TiVo Research Analytics Join to Optimize Ad Campaigns on TV

By Shamila Janakiraman, TMCnet Contributor

Simulmedia, a targeted television advertising company, has joined hands with TiVo (News - Alert) Research and Analytics (TRA) to launch a new program which will enable Simulmedia to 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 said, “TRA is a leader in the use of the consumer purchase behavior for media and our partnership with them is an industry first. The industry needs to move beyond age/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 specializes in providing syndicated single-source TV viewing and purchase data for advertisers and TV networks. The TRA’s purchaser ratings points or PRPs enable Simulmedia to almost accurately 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 as 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 besides 115 million auto registrations, and prescription data from over 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 commented, “Simulmedia continues to be a force in the industry in creating more value for buyers and sellers. 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.”

In May, 2013 Simulmedia launched the open access project, an initiative that will allow 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.

Edited by Ryan Sartor

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