Oracle Plans Aggressive Move Into TV Advertising

By kkaye@adage.com (Kate Kaye)


Oracle is gearing up for an “aggressive” move into TV advertising. To kick off what should lead to more partnerships like it, the company’s Data Cloud division has joined with linear TV data firm Simulmedia. Oracle hopes the pair-up will coax advertisers still spending big bucks in TV to look to its platform and audience-linked transactional data offerings, typically employed for digital advertising, before planning TV media buys.

“This is our first big move into the TV space,” said Joe Kyriakoza, VP and GM of automotive at Oracle Data Cloud.

To put the partnership to use, an auto advertiser might work with Simulmedia to target luxury SUV buyers. The TV data firm would connect its viewer data to Oracle’s data on in-market SUV buyers, which the firm gets through several purchase transaction data relationships with credit card firms, research firm IHS Automotive and others. Oracle can also layer in a brand’s own CRM data and push it through Simulmedia’s system. All of that helps marketers determine where on TV to best allocate their budgets.

Oracle is gearing up for an “aggressive” move into TV advertising. To kick off what should lead to more partnerships like it, the company’s Data Cloud division has joined with linear TV data firm Simulmedia. Oracle hopes the pair-up will coax advertisers still spending big bucks in TV to look to its platform and audience-linked transactional data offerings, typically employed for digital advertising, before planning TV media buys.

“This is our first big move into the TV space,” said Joe Kyriakoza, VP and GM of automotive at Oracle Data Cloud.

To put the partnership to use, an auto advertiser might work with Simulmedia to target luxury SUV buyers. The TV data firm would connect its viewer data to Oracle’s data on in-market SUV buyers, which the firm gets through several purchase transaction data relationships with credit card firms, research firm IHS Automotive and others. Oracle can also layer in a brand’s own CRM data and push it through Simulmedia’s system. All of that helps marketers determine where on TV to best allocate their budgets.

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Source:: Advertising Age – Digital

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