Smart Media taps FourthWall for big data solution
Editor | 30 June 2014
Media planning, buying and communications agency Smart Media Group (SMG) has turned to cable set-top box viewing data provider FourthWall Media to provide second-by-second TV viewing data.

A provider of platform technology for Cisco, Motorola, Pace and tru2way set-top boxes, FourthWall Media products see use with a range of US cable operators and are designed to offer ad agencies, marketers, programmers and schedulers the ability to better predict consumer behaviour, validate the predictions over time, and employ marketing dollars more effectively.

Having such data, says SMG, will allow it to match specific voter segments with households from FourthWall Media's household level television viewing data, better identifying the viewing habits of each desired political segment, leading to more efficient advertising spending and better targeted creative. "What our relationship with FourthWall Media allows is access to a large stream of near real time set-top box data," explained CEO Kyle Roberts. "This data stream can be matched with individual voter information allowing Smart Media to know what specific programmes voters prefer to view and when. [It] will bring a high degree of certainty to the media planning and programming decisions we make on behalf of our clients. For the first time we are making a direct connection between advertising and actual live viewing data. The possibilities are endless and we are very excited about this partnership."

FourthWall Media GM of programming, Patrick Peters, added: "We are able to work with marketers who want to know precisely which television programmes to advertise on to reach their most desirable advertising targets. This is particularly true in political campaign advertising. Kyle and his group will bring even more intelligence to the planning and buying process, optimising every dollar for the best result."