TV Programmer Demo
Targeting appropriate TV audiences is becoming increasingly important for advertisers due to the continuing fragmentation of viewing channels. It’s no longer sufficient to target specific demographic groups with TV ads. Instead, advertisers should understand if the attributes of the TV program they are advertising on are predictive of purchasing the product or service they are selling. This is where simMachines’ Dynamic Predictive Segmentation can play a role. For this demonstration, we have trained a classifier on whether or not people are likely to buy a Porsche automobile (porsche_positive & porsche_negative). The input data used to train the classifier is a combination of recent Porsche purchasers, demographic characteristics and TV viewing habits for each household. In this scenario, the TV viewing data that was used consists of TV Channel, TV Show, and Hour of Day. simMachines’s Dynamic Predictive Segmentation will identify clusters around the classifier’s predictions that share similar weighted factors and classification.