Preference Choice Publication

Simulmedia and Kochava partner for solution that ties mobile usage to TV viewing habits

David Murphy

Simulmedia, which specialises in audience-based, data-optimized TV advertising, and mobile attribution platform Kochava, have teamed up for a solution that enables brands to activate TV media plans that are based on the networks, dayparts and programs their mobile consumers are watching.

Leveraging Simulmedia’s predictive daily insights into TV viewership and Kochava’s mobile data analytics and tools, the companies said they will offer marketers a precise view of their target users’ viewing habits, including most popular programs, networks, days, and dayparts, simply by accessing their Kochava dashboard. This also will make it faster and easier for marketers to build and measure TV media campaigns in real-time, based on a variety of different audiences and objectives, from acquisition to awareness.

“As a result of this partnership, marketers will be able to easily and quickly use TV advertising to increase consumer engagement with their mobile apps,” said Simulmedia CEO and Founder, Dave Morgan. “There’s no one company that knows more about mobile users and usage than Kochava. As mobile acquisition costs increase, we’re excited to give marketers an affordable, scalable and fast TV alternative to reach their consumers.”

Kochava CEO and founder, Charles Manning, said the two companies were partnering in order to address the critical marketing problem of how to understand the relationship between broad-based mobile consumption and linear TV for the first time. “This partnership provides the only way for brands to use their mobile data to access and optimize linear TV audiences easily and transparently,” said Manning. “Our partnership will provide marketers with tools that help them master the modern media landscape with the only at-scale, mobile audience activation solution for TV.”

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