Magna Global, the digital and media buying investment hub of Mediabrands and IPG agencies, is partnering with targeted TV startup Simulmedia on a research venture. Brian Wieser, Magna’s director of forecasting, will leave his current post and serve as CMO of the new entity. He’s being succeeded by Magna colleague Elizabeth Herbst-Brady.
The Magna/Simulmedia partnership — no formal name for it yet — will produce ongoing research, case studies, and recommendations regarding the efficacy of data-driven, audience-based targeting in driving greater television and advertising effectiveness and efficiency.
One of the hallmarks of Wieser’s forecasting since taking over the role from Universal-McCann’s Bob Coen in 2009, has been a reminder that TV is still the number one advertising medium and will be for some time to come, unlike newspapers, which Wieser recently predicted will be eclipsed by global online spending within the next two years.
The premise of Simulmedia, which was started by former AOL (NYSE: AOL) exec and Tacoda founder Dave Morgan, is that it can lift TV ratings through analysis of set-top box data and using that information to better target programming (and in turn, drive up advertising). The company raised an $8 million second round led by Time Warner (NYSE: TWX) Investments last April along with previous investors.