• by Wayne Friedman , June 4, 2015

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.

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.