Audience fragmentation isn't a problem for Simulmedia. They know exactly how to put all the right pieces together. The television advertising company uses set top box data in tandem with the GfK MRI/Nielsen Data Fusion to improve audience targeting, package campaign spots and increase ROI for their advertiser clients. This unique combination of resources lets Simulmedia go beyond the typical buying specs of demographics, geography and dayparts to sell audiences that also are defined by consumer behaviors.
The Nielsen TV/GfK MRI Data Fusion complements the Simulmedia Audience Network. Simulmedia's proprietary system uses predictive technologies and anonymous viewing data to identify and predict the viewing tendencies of audiences in television dayparts that may seem counter-intuitive – but, to the contrary, are right on target. The fusion is an integration of 20,000+ Live Plus 7 program ratings from Nielsen's National People Meter and thousands of data points from GfK MRI's Survey of the American Consumer®. In addition to services provided to advertiser clients, Simulmedia delivers incremental national ad dollars to its TV partners by selling under-appreciated inventory.
"Given the fragmented nature of TV audiences, we need to provide highly-specific insights and highly targeted campaigns, and receive detailed reporting for clients' campaigns. The fusion helps us do just that."
Simulmedia says that they chose the Nielsen TV/GfK MRI Data Fusion because it provides access to industry standard data used by media buyers and planners. And also because of the depth and richness of information it offers on viewers’ media choices, lifestyles, attitudes and purchase behavior. "With this fusion, our findings are more actionable than ever before," said Dave Morgan, Simulmedia CEO. "It lets us accumulate unduplicated reach against desired targets at the lowest cost-per-unique reach for hundreds of ad categories, including retail, finance and travel.”
Here are a couple of examples that show how the fusion has helped Simulmedia's clients:
The client: a major mobile service provider promoting their cellular service
Client request: The mobile service provider wanted to make their TV ad dollars go further. Their primary competitor was outspending them and, because of audience fragmentation, their TV media impressions were reaching a shrinking portion of their target audience.
Simulmedia's response: Simulmedia’s proprietary Audience Engine packaged more than 3,000 targeted ad units across 61 networks; a campaign customized to complement the client’s base TV plan. The campaign used GfK MRI's specification, “A18-54 with household income greater than $60K and are on a family shared plan” as its target.
The results: Simulmedia accumulated more unduplicated reach against the target at the lowest cost-per-unique reach, making them the most efficient network on the plan. Additionally, Simulmedia delivered 258% more unduplicated reach of A18-54 than the network schedule average and 213% more unduplicated reach of A18-54, $60K+.
The client: A financial services company
Client request: A financial services company wanted to lessen the effects of audience fragmentation by increasing their unduplicated reach and decreasing frequency against heavy TV viewers. Their target audience of high net worth individuals is small and they had exhausted endemic programming opportunities on financial news and golf shows.
Simulmedia's response: Simulmedia used the Nielsen TV/GfK MRI Data Fusion to find their audience at a cost-per-viewer that was better than half of the networks on the base TV schedule. Simulmedia achieved that by packaging more than 3,100 targeted ad units across 68 networks.
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The results: Simulmedia reached more of the unduplicated target audience than the 19 networks on the plan, except CBS and NBC, at a lower cost-per-unique viewer, making them the most efficient network on the plan. They delivered 113% more unduplicated target “A25-54, 250K+” reach than the network schedule average. The campaign reached more of the target audience than their closest competitor and at a 53% lower ad spend.
"Given the fragmented nature of TV audiences, we need to provide highly-specific insights and highly targeted campaigns, and receive detailed reporting for clients' campaigns," said Morgan. "The fusion helps us do just that."