Advanced Television

Simulmedia, TiVo address audience fragmentation problem

June 19, 2012

Targeted television advertising specialist Simulmedia and DVR pioneer TiVo have expanded their set-top box data partnership deploying datasets better to address what is seen as TV’s growing audience fragmentation problem.

Simulmedia will use TiVo’s anonymous, aggregated, second-by-second set-top-box data to expand Simulmedia’s endemic client base beyond tune-in/promotional advertisers and drive cost-effective reach across all advertiser categories. Using the breadth of TiVo data – reportedly the only source of set-top-box data that covers all signal sources including digital cable, analogue cable, satellite, telecom and over-the-air with a national footprint and full time shifted viewing behaviour insight – Simulmedia will be even more effective in re-aggregating and reaching audiences that are increasingly fragmented and distributed across hundreds of networks and day-parts.

Over the past year, Simulmedia has run over 250 campaigns for 11 different media agencies on behalf of 24 different TV advertisers in the entertainment, travel, and financial services categories. In each campaign, Simulmedia has delivered more target audience reach at an average cost lower than 75 per cent of the other networks purchased by its advertisers.

“Simulmedia uses set-top box and other datasets to address TV’s growing audience fragmentation problem,” noted Dave Morgan, Simulmedia’s founder and CEO, who suggested the depth, diversity and robustness of TiVo’s data was unmatched and had helped Simulmedia deliver hundreds of very successful campaigns for national advertisers.

“With our second-by-second viewing behaviour from across the nation, TiVo data plays an important role in shaping the TV advertising landscape,” claimed Tara Maitra, TiVo’s SVP for Content and Media Sales.

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