Breaking New Ground in Audience Targeting: datafuelX and MRI-Simmons Collaborate to Deliver Advanced Demographic Insights for Addressable TV Campaigns
Introduction
In the ever-evolving landscape of digital advertising, addressable TV stands out as a game-changer in delivering targeted and personalized campaigns. To enhance the effectiveness of addressable TV campaigns, analytics company datafuelX and consumer research provider MRI-Simmons have joined forces to provide advertisers with device-level demographic estimates of viewers for more precise targeting.
Unveiling New Capabilities for Addressable TV
This groundbreaking collaboration brings forth a suite of new capabilities that empower advertisers to achieve greater precision and effectiveness in their addressable TV campaigns:
1. Device-Level Demographic Estimates:
datafuelX and MRI-Simmons have integrated MRI-Simmons’s comprehensive consumer data into datafuelX’s modeling system, profileX. This enables advertisers to obtain device-level estimates of viewer age and sex demographics. By leveraging MRI-Simmons’s modeling attributes and actual viewership data, the solution identifies the TVs that are most likely being viewed by specific demographic groups.
2. Pre-Campaign Planning and Post-Campaign Reporting:
The new service offers valuable insights for both pre-campaign planning and post-campaign reporting. During the planning phase, advertisers can utilize the demographic estimates to identify the most receptive audiences for their campaigns. Post-campaign, they can analyze the effectiveness of their campaigns by correlating viewer demographics with campaign performance metrics.
3. Filling Data Gaps and Enhancing Data Usability:
The collaboration addresses the industry’s challenge of missing or restricted demographic attributes in various data sets. By layering MRI-Simmons’s data onto datafuelX’s modeling system, profileX can fill in these important attributes. This not only enhances the value of individual data sets but also makes them more usable and actionable for advertisers.
The Benefits for Advertisers
Advertisers stand to benefit from this collaboration in several key ways:
1. Improved Targeting Precision:
With device-level demographic estimates, advertisers can identify the TV sets most likely to be viewed by their target audience. This enables them to deliver highly targeted campaigns that resonate with specific demographic groups, resulting in increased campaign effectiveness and return on investment.
2. Enhanced Campaign Planning and Execution:
The pre-campaign planning and post-campaign reporting capabilities provide advertisers with actionable insights to optimize their campaign strategies. By understanding the demographic composition of their audience, advertisers can make informed decisions about campaign messaging, creative execution, and media placement.
3. Compliance with Data Privacy Regulations:
The collaboration between datafuelX and MRI-Simmons adheres to strict data privacy regulations, ensuring that advertiser campaigns comply with industry standards and consumer expectations. This compliance helps advertisers navigate the complex regulatory landscape and maintain trust with their customers.
Quotes from Industry Leaders
“The industry has long sought a solution to profile device-level TV viewing data using household attributes. With this new solution, we can identify the TVs that are actually being viewed by specific demographics, based on MRI-Simmons’s modeling attributes and actual viewership of that TV,” explained Howard Shimmel, Head of Strategy at datafuelX. “profileX can fill in important attributes that various states are restricting. These attributes are important for both evaluating the value of individual data sets and weighting to make them more usable.”
Brian Katz, Head of Advanced Advertising at MRI-Simmons, added, “As a trusted resource for media planning and advertising sales for decades, MRI-Simmons is excited to partner with datafuelX to bring our data to the world of addressable TV. By personifying ACR and set-top box datasets, advertisers can now run addressable campaigns against a desired demographic audience, leveraging the power of our comprehensive consumer data.”
Conclusion
The collaboration between datafuelX and MRI-Simmons represents a significant advancement in the realm of addressable TV advertising. By providing advertisers with device-level demographic estimates, the companies empower advertisers to deliver highly targeted campaigns, optimize their campaign strategies, and comply with data privacy regulations. This collaboration is poised to transform the way addressable TV campaigns are planned, executed, and measured, leading to greater effectiveness and ROI for advertisers.