Tim Spengler, who has been buying media at major advertising and media agencies since the 1980’s, says data supporting the placement of television ads used to be “a blunt instrument” but doesn’t have to be anymore because of the more granular data now available.
Still settling into his role as CEO of Fuisz Video, spent a year at Clear Channel Communications following a quarter century at places like NW Ayer and Interpublic Group’s global media agency Initiative. With this experience as a backdrop, he says companies like Simulmedia enables marketers to better understand audiences and how best to reach them with data.
“Before it was much more of a blunt instrument and that’s okay, now it doesn’t have to be,” Spengler says of old-school TV buying. “Simulmedia is one of the leaders in making that refined way to actually go get the person you want to get” and serve them appropriate advertising messages.
According to Spengler, the more advertisers that see the way that Simulmedia aggregates audiences across a variety of programs and networks, the more they like it. Meanwhile, agencies want to be a one-stop solution for their clients and all of their needs.
“The rub is can the agencies pull that off or do you need specialty companies like Simulmedia to make this part happen?” Spengler says. “That’s the part that will evolve over time.”