The television marketplace is increasingly being planned and bought on behavioral as well as demographic targets. A recent survey by Experian found that 52% of marketers cited better customer knowledge as a top priority in 2016. To help accomplish that goal, marketers are focusing on data – not just demographic data, but behavioral data, preference data, motivations, etc. Given this trend, its clear that understanding the attitudes and behaviors of TV viewers is vital to ensuring that the appropriate message reaches its intended target.
During this webinar, Simmons' Product Manager, Heather Geffen and Director of Media, Lauren Lanzi introduced a new integration that infuses the Simmons National Consumer Study with viewership of Nielsen-measured national TV programs and networks, and discussed ways that marketers can use the data to better understand, profile, and find their audiences.