Oracle, Simulmedia TV integrate for benchmarking

DetailsMichelle Clancy | 19 June 2015

Simulmedia TV has chosen the Oracle Data Management Platform (DMP) to give online video campaigns the same level of accountability as other digital marketing initiatives.

Through a technology integration, marketers and advertisers who use Oracle DMP to synchronise their offline and online customer data can track the performance of their Simulmedia TV campaigns to determine how they influence direct business outcomes.

Integrating Oracle DMP data with Simulmedia's Video Advertising Marketing Operating System (VAMOS) enables customers to track how Simulmedia's linear TV campaigns improve the lift of customer engagement across a variety of metrics, from online engagement to offline purchase. Within Oracle DMP, customers track everything with engagement beginning with a product page and putting that product into a shopping cart, to purchase events in stores, to lifetime value scores calculated by Oracle.

"VAMOS already combines multiple data sources, including anonymised credit and debit card data, Nielsen Buyer Insights, and GfK MRI among others, in order to guarantee and measure TV campaigns based on return on ad-spend (ROAS) and not just on demographics or impression delivery," said Dave Morgan, Simulmedia's founder and CEO. "Working with Oracle meaningfully expands Simulmedia's ability to close the loop on TV advertising and deliver a digital framework for the customer's most important asset: their own data. We can now take a broader view on what kinds of outcomes our clients want to measure. Whether it is site visits, conversions, online purchases or any other meaningful outcome for our clients, we are committed to making every spot count for our clients' success."