Preetham Mallikarjuna Rejoins Simulmedia, Inc. as CPO; Aprimo Doubles New Customer Base in 2017; Nielsen Launches Audience-Based Forecasting Solution for Linear Television

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Preetham Mallikarjuna To Direct VAMOS Advanced TV Software Offering; Now Unbundled from Simulmedia’s Audience Network

Simulmedia, a company focused on data optimized national TV campaigns that deliver superior performance for major brands, has announced that Preetham Mallikarjuna (pictured left) has rejoined the company in the newly created position of Chief Product Officer. Mr. Mallikarjuna rejoins Simulmedia, Inc. from ESPN, where he had been Linear Ad Product Lead. He previously worked for Simulmedia from 2012 to 2016, rising to Senior Vice President of Product Strategy.

Reporting to Simulmedia CEO Dave Morgan, Mr. Mallikarjuna (Mull-y-car-juna) will direct the unbundling of the company’s proprietary Video Advertising Marketing Operating System (VAMOS) – the most powerful advertising platform ever built for TV – from Simulmedia’s Audience Network. Marketers, agencies, TV media owners and distributors no longer have to buy media from Simulmedia to take advantage of the platform’s benefits. Instead, they can use VAMOS to plan, execute, measure and optimize outcomes-based TV campaigns with their own media and own brand data.

“No one in the world is better qualified to lead the product organization than Preetham,” says Mr. Morgan. “He has history here, having created the vision and roadmap for a standalone VAMOS when we first contemplated it as a software-as-a-service offering. He also sees where the market is going and therefore knows how to evolve VAMOS so that it will continue to empower those who are responsible for their companies’ TV efforts.”

“Buying TV ads on an audience and outcome basis has been too hard. Agencies don’t have the technology. Existing TV systems are too blunt and siloed to plan, measure or optimize it,” says Mr. Mallikarjuna. “The offerings that do exist are seller-defined, don’t handle custom audiences, and lack the capacity for buyers or sellers to translate their audience segments into a common instruction sets. Further, none of the digital marketing clouds, DMPs or DSPs work for linear TV yet. VAMOS changes all that. It is the only platform where audiences and audience data, campaigns, and outcomes all come together, linking to digital and CRM enterprise systems and helping TV advertisers to overcome audience fragmentation and drive velocity for their business.”

Until March 2016, Mr. Mallikarjuna served as Senior Vice President of Product Strategy responsible for leading the Product Management team and turning Simulmedia’s product vision into reality.

Prior to joining Simulmedia in 2012, he was an Associate at Goldman Sachs, working in the Data Management & Analytics group in Global Investment Research. Earlier, Mr. Mallikarjuna served as Director of Operations for an investigations boutique, OmniWatchIntelligence Services, which was acquired by Pinkerton Consulting and Investigations, Inc. He began his career as a programmer in Sales and Trading Technology at Goldman Sachs. Mr. Mallikarjuna holds a bachelor of science in Information Systems and Finance from New York University.

Simulmedia (www.simulmedia.com) is a New York based technology company that guarantees the data-targeted national TV campaigns it runs for brands and agencies will produce more new customers and higher sales than conventionally planned and targeted campaigns. Powered by the company’s patented VAMOS data-driven predictive analytic platform, Simulmedia’s Performance TV delivers more effective national TV ad campaigns at massive scale for dozens of top marketers like Clorox, The Home Depot and Choice Hotels. Using advanced TV data targeting, Simulmedia reaches a higher percentage of any brand’s target audience – or prospects – and guarantees a better ROI than any other linear TV solution in the world.

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Aprimo’s offerings answered marketers’ biggest 2017 challenges

Aprimo, a company dedicated to global marketing operations and digital asset management (DAM) technology, announced significant strides made in 2017 to answer the modern marketer’s greatest needs.

Over the past year, Aprimo and its customers found there was a continued trend that demanded companies create tailored content to spark consumer engagement and foster positive brand experiences. But executing content marketing effectively has become increasingly difficult, as marketers on average managed 23 customer engagement channels, and research showed that marketing budgets were stagnant, and in many cases decreasing, creating a marketing operations gap.

An Aprimo study with Forbes Insights revealed another pain point that widened this operations gap in 2017–74 percent of marketing professionals cited “agility of Marketing Operations” as a top marketing challenge due to the increasing complexity of marketers’ growing responsibilities.

Aprimo’s offerings (Digital Asset Management, Plan and Spend, Marketing Productivity, Distributed Marketing, and Campaign) are proven to help close these operational gaps while optimizing customer experiences, providing organizations an advantage to achieve their goals and secure measurable ROI from marketing budgets.

“From the acquisition of ADAM Software to customer successes and wins, 2017 was a momentous year for marketing operations, our customers, and Aprimo,” said Aprimo CEO John Stammen (pictured above left). “Furthermore, the year validated the need for innovative marketing content and operations solutions more than ever before. The future is bright, as proven by our recent recognition as a nominee for the Mira Awards Tech Company of the Year, and we look forward to helping marketers succeed by providing the technology that leads digital transformations and grows key customer relationships.”

In 2017, Aprimo helped hundreds of thousands of end users better manage more than 300,000 marketing activities, petabytes of digital assets, over 600,000 projects, and $50 billion in marketing spend. Aprimo’s customers also showcased the potential of marketing operations and digital asset management in the following ways:

  • A telecommunications company generated $35 million in additional revenue due to increased marketing throughput.
  • A multi-brand fashion and retail company managed over 15 million digital assets.
  • A consumer products company delivered content about more than 11,000 products to over 1,000 users in nearly 50 languages.
  • A pharmaceutical company saved more than $30 million through increased efficiency.
  • A top U.S. bank identified and redirected $20 million to higher performing marketing initiatives.
  • A regional bank reduced turnaround time for content reviews by 50%.
  • A global technology company gained visibility and alignment of $1 billion in marketing spend.

Aprimo also made significant organizational investments to provide industry solution templates and best practices for Consumer, Financial Services, Life Science, Manufacturing, Technology and Government & Education organizations. Plus, Aprimo grew its customer base to more than 250 of the world’s leading brands, including six of the largest top 10 companies ranked in the Fortune 500, five of the top 10 financial services and consumer companies, and more than half of the top 20 U.S. banks. In addition, customers like AT&T, AARP, Anthem, Fabricut, and Pacific Life upgraded to the new Aprimo (SaaS) to turn pain points into advantages and bring order to the increasingly chaotic world of marketing.

One customer, Meyer Corp., activated Aprimo DAM which enabled it to reduce time to market for new products by two months, an improvement of 30%. “Our investment in Aprimo means having a one-stop shop that all users can easily access to locate what they need,” said Amber Penland, System Administrator at Meyer. “It’s a simple system to learn and use, and the self-service and ease of use has made it invaluable to us.”

In addition, Aprimo marked a series of additional achievements in 2017, such as:

Product Evolutions

Industry recognitions

  • Forrester Research Inc., a leading global research and advisory firm, recognized Aprimo as one of only four companies with strong capabilities across all eight categories in the Vendor Landscape: Marketing Resource Management, Oct. 20, 2017, and in the Forrester Vendor Landscape: Product Information Management (PIM), Q3 2017.
  • Aprimo was a Stackie Award winner at the 2017 MarTech conference, which recognized the top marketing stacks that are most effective at serving organizations’ needs.
  • Ed Breault, Aprimo’s Vice President and Head of Marketing, was recognized among the winners for DMNews’ 40 Under 40 award.

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Nielsen Provides Media Owners and Buyers Ability to Forecast TV Viewership for Advanced Audience Segments to Drive Media Spend ROI 

Nielsen announced the launch of its Advanced Audience Forecasting tool that will provide clients with forecasts of TV audiences defined by advanced audience segments, which have been gaining traction in the marketplace.

By leveraging Nielsen’s advanced audience segment definitions, media owners and marketers alike will now have the ability to accurately and more directly forecast inventory for a precise target across all nationally measured television networks. These audience segments can be defined based on any unique combination of persons-level attributes, including in-store and online credit/debit transactions (e.g., big box store shoppers), psychographics (e.g., pet owners), and shortly CPG loyalty card data (e.g., laundry detergent buyers).

This new tool, built through a collaboration between Nielsen and clypd, will accelerate the industry’s evolution towards audience-based buying on TV by providing more consistency and transparency. In addition to supporting custom advertiser-defined segments, the tool will surface more than 80 pre-defined audience segments curated by the Advanced Target Standards Group (ATSG) across key advertising verticals (including CPG, Automotive, Finance, and Telecom), providing preliminary insights into the total addressable inventory for these segments on all measured National TV Networks.

“Discovery is committed to providing clients with complete transparency so it’s imperative that we have access to reliable tools that not only guarantee on advanced audiences, but provide full visibility. With Nielsen’s new solution we will accomplish that in a more timely manner which is critical in today’s competitive marketplace,” said Keith Kazerman, Group SVP, Client Solutions, Discovery Communications.”

This new capability will enable media buyers and sellers to have more transparent pricing and scheduling discussions as they head into the upfronts. Nielsen will also provide representative persons-level measurement for these advanced segments throughout the 2018 television season, bringing the same level of confidence to this new form of buying as advertisers have had in the currency ratings for decades.

“The way marketers and media companies use data to plan, target, transact and measure advertising is evolving. In today’s world of growing content options across devices and platforms, reaching the consumers that matter most—be it first-time car buyers or home improvement enthusiasts—is critical for both TV networks and advertisers,” said Kelly Abcarian, SVP, Product Leadership, Nielsen (pictured above left). “To keep up with the changing landscape, advanced tools — like this solution — are now required to accurately forecast TV audiences beyond age and gender.”

ABOUT NIELSEN

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.

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