Simulmedia, a targeted television advertising company, has entered into a licensing agreement with Nielsen to add purchase data from Nielsen Buyer Insights (NBI) to Simulmedia Audience Network’s guaranteed TV ad campaigns. The Simulmedia Audience Network is the world’s first data-driven audience network for television.
NBI reflects anonymized panelist purchasing behavior representative of 24 billion transactions, $2 trillion in annual sales primarily from the retail, travel, digital, restaurant, entertainment, financial services, telecom, discount store and gas station categories. This follows a similar agreement with TiVo Research and Analytics, Inc (TRA) which now provides Simulmedia with purchase data from 37 million shopper cards used at 20 grocery retail chains, 115 million auto registrations, and prescription data from more than 1.6 billion prescription orders.
So, Simulmedia is now able to activate, guarantee, and post/report on actual purchase behavior from NBI and TRA data sets effectively closing the media loop from purchasers targeted to purchasers’ ad viewing.
“Once again, this is all about activation,” says Dave Morgan, Simulmedia’s CEO. “The industry has long had great purchased-based research and planning databases but, Simulmedia now brings it to market for ad targeting and will guarantee against the actual delivery of specific purchase audiences. NBI is complementary to TRA data, and in combination with our own TV and ad viewing data, the biggest such data set in the world, gives the Simulmedia Audience Network massive reach and depth against every kind of advertiser category. This can be game-changing for current NBI clients that want to seamlessly activate that data.”