Simulmedia Guarantees TV Campaigns Using Purchase Data

by Wayne Friedman , October 3, 2013

TV advertising-targeting company Simulmedia says it will be the first company to offer guarantees on TV advertising campaigns using purchasing data.

Simulmedia will use data from TiVo Research and Analytics (TRA) -- the provider of syndicated single-source TV viewing and purchase data for advertisers and TV networks -- to put together this effort.

Guarantees will come from analyzing viewing behavior of likely purchasers to help consumer products, automotive, retail, and pharmaceutical marketers better target TV customers to achieve more efficient advertising campaigns.

This would be different than traditional TV guarantees, which still only guarantee on age and sex viewing impressions.

Dave Morgan, chief executive officer of Simulmedia, states: "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 [TRA’s Purchaser Ratings Points] guarantee, for example, is far more targeted and less 'spray and pray.' "

TRA matches set-top-box TV tuning data with anonymously gathered data from 37 million shopper cards at 20 grocery retail chains, as well as 115 million auto registrations and 1.6 billion prescription orders.

TRA clients have included Procter & Gamble, A&E Television Networks, Comcast Media 360, Oscar Mayer, Sunovion and Starcom MediaVest Group.

Image courtesy of Shutterstock.

ad campaign, data management, data-targeting, tv

Next story loading