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Neustar, Simulmedia team for end-to-end linear TV activation and measurement
Joseph O'Halloran
| 22 June 2016
Aiming to combine the reach and power of television with the precision targeting and measurement of digital media, ad-tech firm Simulmedia has entered into a partnership with real-time info services provider Neustar.
Neustar logo standardNeustar uses authoritative identity to perform matching of data between partners and customers and has developed an authoritative identity platform responsible for collecting, corroborating and validating consumer, and business identity for marketing purposes. Simulmedia offers what it claims is unique technology to plan and activate data-driven TV campaigns for US advertisers designed to reach audience segments.
The partnership will see the combination of Neustar’s Data Onboarding and MarketShare Analytics solutions with Simulmedia’s audience-targeted national TV campaigns. The result they claim will enable closed-loop targeting on linear TV with ‘massive’ scale and ‘unprecedented’ audience matching precision.
Commenting on what the two can offer, Michael Zimbalist, chief marketing officer of Simulmedia said: “By enabling a trusted, neutral match through this partnership we can have the best possible audience targeting on linear TV. Furthermore ... we can begin to de-average the total TV spend and isolate the direct contribution of Simulmedia’s audience targeting to prove its impact on business outcomes for our clients. This is what data-driven marketing is all about.”
“We all know how important TV is in the media mix, but marketers are still struggling to find the best way to combine the targeting and measurement of digital media with the scale and reach of TV,” added Jon Vein, senior vice president of strategy, Neustar. “By joining forces with Simulmedia ... advertisers and their agencies now have the power to see the true business impact of TV campaigns.”
Joseph O'Halloran
| 22 June 2016
Aiming to combine the reach and power of television with the precision targeting and measurement of digital media, ad-tech firm Simulmedia has entered into a partnership with real-time info services provider Neustar.
Neustar logo standardNeustar uses authoritative identity to perform matching of data between partners and customers and has developed an authoritative identity platform responsible for collecting, corroborating and validating consumer, and business identity for marketing purposes. Simulmedia offers what it claims is unique technology to plan and activate data-driven TV campaigns for US advertisers designed to reach audience segments.
The partnership will see the combination of Neustar’s Data Onboarding and MarketShare Analytics solutions with Simulmedia’s audience-targeted national TV campaigns. The result they claim will enable closed-loop targeting on linear TV with ‘massive’ scale and ‘unprecedented’ audience matching precision.
Commenting on what the two can offer, Michael Zimbalist, chief marketing officer of Simulmedia said: “By enabling a trusted, neutral match through this partnership we can have the best possible audience targeting on linear TV. Furthermore ... we can begin to de-average the total TV spend and isolate the direct contribution of Simulmedia’s audience targeting to prove its impact on business outcomes for our clients. This is what data-driven marketing is all about.”
“We all know how important TV is in the media mix, but marketers are still struggling to find the best way to combine the targeting and measurement of digital media with the scale and reach of TV,” added Jon Vein, senior vice president of strategy, Neustar. “By joining forces with Simulmedia ... advertisers and their agencies now have the power to see the true business impact of TV campaigns.”
