TV advertising-tech platform Simulmedia has inked a deal with real-time information provider Neustar for independent verification of its clients' TV campaigns.
Simulmedia says its advertising clients will receive “neutral, independent” validation from Neustar’s MarketShare, verifying Simulmedia's guarantee of return on media investment for TV campaigns “that it recommends.”
The process took more than a year to put into operation. Dave Morgan, CEO of Simulmedia, stated: "This is truly revolutionary in that it is the first true tactical conversion lift measurement from an independent third party ever applied to national TV advertising."
The company says it continues to connect linear TV viewership to actual sales.
For a large national retailer whose identity was not revealed, it showed that a media schedule, based on a match of the retailer’s own customer's relationship management (CRM) data to Simulmedia’s viewing panel, delivered a 20% higher ROI than the campaign average.
Morgan says the verifications will rely on “logistical regression modeling and machine-learning algorithms to isolate TV advertising campaign impact at the individual household level.” Data will also include households' demographics and purchasing or viewing histories.
A year ago, Neustar and Simulmedia partnered to offer a complete linear TV activation and measurement product to enable marketers to conduct closed-loop targeting on linear TV at scale.