Simulmedia

I recently learned about a fascinating data-driven company called Simulmedia. They buy raw data from set-top box companies like Tivo and analyze it. Among many other things, they learn when a user watched what and and for how long. With a set of millions of users, they identify viewing patterns and can predict with certainty how receptive you might be to one television program given that you voluntarily watch some other one.

What’s interesting is their business model. Instead of selling the clean data back to the networks like we’d expect, they go back and ask, for example, “How many viewers would you like us to deliver to Mad Men?” Then they take the network’s own marketing assets, like a 15-second trailer, buy commercial slots on other networks, and target the viewers of specific shows who they know will be receptive to Mad Men. In turn, they get paid for the uptick they promised.

New media bounty hunters. I’m very impressed.

4 months ago
  1. pukomuko reblogged this from zachklein
  2. publiccommunication reblogged this from davidhoffman
  3. alwayscapitalize reblogged this from zachklein
  4. aaannnaaa reblogged this from zachklein
  5. tylerhwillis reblogged this from hiten and added:
    The data game is an interesting one — just finished an hour long lunch with a friend over at quantcast and we spent the...
  6. aaronindenver reblogged this from zachklein
  7. oberholtzer reblogged this from zachklein
  8. davidhoffman reblogged this from zachklein and added:
    excite me tremendously. I’m curious...might have besides targeting people
  9. chasingmoonbeams reblogged this from peterwknox
  10. brit reblogged this from zachklein and added:
    great idea. I’d love...data. I’d also love...view my own...
  11. newradio reblogged this from bunch
  12. bunch reblogged this from peterwknox
  13. peterwknox reblogged this from zachklein
  14. ifightevil reblogged this from zachklein
  15. wumbly reblogged this from zachklein
  16. mdfsmash reblogged this from zachklein
  17. neuski reblogged this from zachklein
  18. jratlee reblogged this from zachklein and added:
    news, this past week’s mad men was indeed very good (as everyone says it was). however, all
  19. hiten reblogged this from zachklein
  20. fdilbar reblogged this from zachklein and added:
    interesting, thanks for sharing it. :)
  21. zachklein posted this