Simulmedia Launches Data-Driven TV Ad Platform

NYC-based television ad targeting company Simulmedia has launched a data-driven targeting platform called VAMOS, which uses data science to reach linear TV audiences.

Simulmedia's existing TV ad platform uses predictive technologies and anonymous viewing data from more than 50 million US households to help advertisers reach their target audiences, and to measure the results. This data matches information about what people watch and buy with audience data for TV inventory reaching 95% of US television households.

The new VAMOS tool (Video Advertising Marketing Operating System) uses predictive algorithms based on purchase likelihood and behavioral characteristics, to match media to consumer behavior, in contrast to traditional TV planning systems based on traditional age/gender demographics. From a measurement perspective, the firm says the system completely replaces legacy industry methods of measuring TV based on data combinations, and instead calculates ROI for TV campaigns by tying actual sales directly to set-top box viewership.

Founder and CEO Dave Morgan (pictured) comments: 'VAMOS puts us at the forefront of leveraging big data technology in the world of TV. And as advertisers move more cross-channel, VAMOS will move with them, keeping Simulmedia as the clear technology leader in audience-targeted and ROI-optimized advertising'.

Web site: www.simulmedia.com .