The television ad buying space just got a big shot of competition with Oracle getting into the mix, thanks to an agreement between Simulmedia and Oracle Data Cloud. The agreement enables purchase-based targeting on national TV, which should help advertisers reach audiences based on their in-store purchases using Simulmedia’s Performance TV platform.
Simulmedia, a leader in data-optimized TV campaigns for major brands, is working with Oracle Data Cloud, a leading global data-as-a-service solution, to allow advertisers to use more than $3tn in household-level purchase data from the Data Cloud to reach national TV audiences so brands can more efficiently reach consumers and prospects, according to a release by Simulmedia.
Simulmedia, a member of the Oracle PartnerNetwork, offers performance TV products powered by its proprietary Vamos platform, which creates data-driven audiences, predicts viewership of the audiences, builds optimized performance-based media plans, and reports on media delivery and outcomes. The result is more sales per media dollar spent by brands and an average of between 30 and 100% higher ROI for every campaign, according to the release.
“Bringing Oracle Data Cloud’s purchase-based audiences to national television is a defining moment in the transformation of TV to a data-driven, audience-targeted business,” said Dave Morgan, founder and CEO of Simulmedia. “By using Simulmedia’s Vamos platform to precision target Oracle audiences on national TV, brands can align their audience strategies across TV and digital and improve the overall ROI of their advertising spend.”
Working together, Oracle Data Cloud and Simulmedia can enable advertisers to deliver national TV campaigns that reach their target household segments based on offline transaction data, including robust aggregated spend highlights from Oracle’s relationship with Visa Advertising Solutions and DLX Auto audiences powered by Polk from IHS Markit. Marketers can also deliver campaigns to syndicated and custom audience segments from Oracle’s BlueKai Marketplace, the world’s largest audience data marketplace, as well as onboarding their custom CRM and other first-party data.
“Targeting households based on their prior purchasing regularly improves the efficiency of digital campaigns by over 80% relative to demographic targeting,” said Eric Roza, senior vice president and general manager of the Oracle Data Cloud. “We are excited to work with Simulmedia to bring these groundbreaking efficiency improvements to the TV spending of the 97 of the top 100 US advertisers who already use Oracle data for their digital campaigns.”
Being aggressive on tech fronts is nothing new to Oracle. Last year, co-founder Larry Ellison attacked Amazon, claiming that his own business could lower prices and offer faster technology within the key cloud computing sector.