In the US, consumer insights specialist MRI-Simmons has partnered with TV set-top data analyst FourthWall Media, to provide marketers with enhanced audience profiles for use in their linear and addressable TV campaigns.
<! pod><! pod>FourthWall's Reveal analytics platform and its household matching tool Reveal Connect will now be used to create MRI-Simmons audience segments for targeted TV planning, optimization and attribution. Clients will be able to share the targeted MRI-Simmons audiences between Reveal and digital platforms for cross-platform attribution, retargeting and measurement.
FourthWall Media CPO Ellen Dudar (pictured) says of the deal: 'By partnering with MRI-Simmons, we can offer brands the opportunity to plan, optimize and analyze TV campaigns using the same trusted audiences they use across their other marketing channels. This unified view provides a more complete understanding of the effectiveness of a campaign's components, leading to increased performance and marketing ROI'.
Web sites: www.mri-simmons.com and www.fourthwallmedia.tv .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
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