Civis Analytics Launches TV Targeting Tool

In the US, data tech firm Civis Analytics has introduced a TV ad planning software tool called the Civis Media Optimizer, which it says combines the targeting precision seen in the digital arena with the massive reach and scale of television.

Chicago-based Civis develops cloud-based big data technologies and was founded by Dan Wagner, previously leader of the 54-person team which created President Obama's voter targeting model. The new Media Optimizer delivers a list of individual audience targets, combines it with consumer viewing data sets from respondent panels and set-top boxes, and then uses machine learning algorithms to help marketers pick the optimum TV inventory for their budget.

Wagner says the tool is the first to allow optimization based on 'true, measurable knowledge' of how many unique customers marketers reach and how many times they want to see a specific message. He adds: 'During my time as the Chief Analytics Officer for the 2012 Obama Campaign, our premise, specifically as it applied to advertising, was to understand individuals based on data, and meet them where they were. We're applying the same strategies for TV advertisers to adapt their business for a data-driven future'.

Web site: www.civisanalytics.com .