LAS VEGAS \u2013 People who are fixated on the future of television are missing a great opportunity to mine linear TV right now. And best prospecting asset is a marketer\u2019s own first-party data.<\/p>\n
That\u2019s the worldview of Michael Zimbalist, CMO of marketing technology company Simulmedia, as he takes in the activities at CES 2017<\/a>.<\/p>\n \u201cThe future will come,\u201d Zimbalist says. \u201cThe future will be maybe like one to one, maybe not. One never knows. But there are so many things we can do today to optimize linear.\u201d<\/p>\n Simulmedia<\/a> does predictive planning informed by a single-source data set of viewing behavior from set-top boxes and smart TV\u2019s plus purchase behavior. \u201cWe don\u2019t have to be constrained by 40,000 plus Nielsen households,\u201d Zimbalist says.<\/p>\n The company buys inventory from networks and cable operators to use TV as an \u201cacquisition vehicle\u201d for brands to gain new customers.<\/p>\n \u201cWhen people talk about data, the most valuable data that any brand has is their customers,\u201d he says. \u201cThe one asset that can\u2019t be commoditized in this day and age if you\u2019re a brand is your first-party data.\u201d<\/p>\n The concept is to look forward instead of backward, according to Zimbalist. \u201cWe can now watch and see and anticipate what people are going to watch on TV, not just look retrospectively at what they\u2019ve watched in the past to make a plan,\u201d he explains.<\/p>\n Predictive modeling of viewing behavior as viewing behavior changes is a \u201cfantastic opportunity\u201d for planners, Zimbalist adds. \u201cWhen you do that particular modeling against targets that are purchasers of your product and not just age and demo, you\u2019ve optimized linear TV today,\u201d he says.<\/p>\n This video was produced as part Beet.TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" LAS VEGAS \u2013 People who are fixated on the future of television are missing a great opportunity to mine linear TV right now. And best prospecting asset is a marketer\u2019s own first-party data. That\u2019s the worldview of Michael Zimbalist, CMO of marketing technology company Simulmedia, as he takes in the activities at CES 2017. \u201cThe […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[5313,5354,4009,5883,6003],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44226"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44226"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44226\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44226"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44226"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44226"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}