Simulmedia Offers Access To Audience Database

Simulmedia, a provider of audience-based television ad targeting, Monday at the ANA Financial Management annual conference in Phoenix, announced it has launched Open Access Project an initiative that will allow free access on its website (Simulmedia.com) to key parts of its database, insights and platform tools. This includes access to reach, frequency and cost performance data on recent national TV campaigns from more than 100 national advertisers.

This is a beta release and the company said it will be expanded over the next month to include more than 300 national advertisers and more than two years of campaigns. Within the searchable database at launch will be actual reach and frequency charts for each campaign by month and by different target audiences, the share of voice comparisons for each market competitor, the reach contributions by each TV network on the campaign as well as the cost-per-reach points for each network.

“Audience fragmentation across channels, timeslots and devices has made TV advertising much less efficient than it used to be,” says Dave Morgan Simulmedia’s CEO. “Two-thirds of TV spots today in the U.S. are wasted and don’t need to be. Our mission is to show exactly which ones they are and how brands and agencies can avoid that kind of waste while continuing to harness the power of TV’s reach capabilities. This kind of information with this granularity and transparency has never before been offered to the advertising and media marketplace.”

Simulmedia claims its data-driven unwired advertising TV network reaches more viewers than the top two broadcast networks combined, the result of inventory partnerships with seven of the eight largest cable, satellite and teleco TV operators and more than 30 national cable networks. The platform processes daily, second-by-second anonymous viewing behaviors from more than 50 million U.S. TV viewers — fused with Nielsen’s entire national measurement panel and anonymous consumer purchase data from MRI.

Over the course of 2013, Simulmedia said it will also open up on its website access to its TV media planning tools, its programmatic activation tools and its transparent reporting and measurement tools.