Simulmedia Debuts Data-Driven Platform To Optimize Media

Launching a new advertising system, based on what it claims is the “largest footprint of linear TV inventory,” Simulmedia is starting a new data-driven targeting and measurement platform to reach TV audiences.

Using millions of set-top-box home data, Simulmedia says its Video Advertising Marketing Operating System (VAMOS) system will use predictive algorithms based on purchase behaviors to optimize media -- all this in contrast to traditional TV planning systems based on traditional age/gender demographics.

Simulmedia says VAMOS has access to the largest amount of linear TV inventory, serving “over 6 billion weekly impressions reaching 95% of U.S. TV households.” It says VAMOS is “50 times” more accurate than standard media measurement panels.

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VAMOS calculates return on investment for TV campaigns, connecting actual sales from client data or consumer credit card transactions to set-top box viewership.

AMC Networks is a partner. Arlene Manos, president of national advertising sales at AMC Networks, states: “The platform has been able to uncover inventory value in counter-intuitive places, which is useful both for clients targeting specific audiences, and for AMC to do increased business with clients of Simulmedia.”

Dave Morgan, founder/chief executive officer of Simulmedia, added: "VAMOS puts Simulmedia at the forefront of leveraging Big Data technology in the world of TV."

Going forward, Simulmedia says VAMOS will allow partnerships with digital DMPs for cross-platform campaign targeting and measurement, and with marketing analytics companies.

2 comments about "Simulmedia Debuts Data-Driven Platform To Optimize Media".
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  1. Mark Sherman from Media Experts, June 5, 2015 at 8:13 a.m.

    VAMOS.....sounds fast!

  2. Dave Morgan from Simulmedia, June 5, 2015 at 10:25 p.m.

    Si. Very fast Mark :-)

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