To deepen Simulmedia’s TV audience analytics and help build the next generation of purchase-based closed loop ad targeting on TV, Simulmedia, an audience-targeted television advertising company, has expanded on a July 2012 agreement with FourthWall Media, the largest independent source of cable set-top box viewing data. Under the terms of the new agreement, Simulmedia will now integrate FourthWall’s full daily feed of anonymous, second-by-second, TV viewing data from more than 2 million US homes and will have the ability to match that viewing to household purchase data in a privacy-protected way.
“Already, Simulmedia uses FourthWall data in combination with multiple other data sources including TiVo Inc.’s TRA, Nielsen Buyer Insights and GfK MRI, among others, to sell and measure TV campaigns based on reaching audiences based on their actual purchase behaviors, not just demographics,” says Dave Morgan, Simulmedia’s founder and CEO. “Our new agreement with FourthWall meaningfully expands Simulmedia’s footprint of US TV viewing data and the anonymous purchase matching will help enable our next generation of closed loop ad targeting on TV, where we intend to report on actual purchase lift generated by campaigns. We want to make every spot count and to guarantee the results.”
Simulmedia rolled out its purchaser-based TV ad targeting in the fourth quarter of last year and expects to roll-out campaign reporting with actual sales on a spot-by-spot basis in the second half of 2014, focusing first on the retail, financial services, e-commerce, automotive and travel industries.
“FourthWall Media, through its MassiveData division, provides audience analytics and second-by-second television viewership data from millions of set-top boxes,” says Bill Feininger, GM, MassiveData and SVP, Media Measurement for FourthWall. “Anonymous custom ratings metrics are unlocking the door to more effective television commercials. We have been helping politicians find likely voters segmented by which issues are important to them. Now our matching technology is being used by product marketers. We look forward to working with Simulmedia to close the loop in support of audience-based targeting on TV.”
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