I am pleased to announce several new and important capabilities Simulmedia has built into the D2Cx.com beta. They come as a result of more than 90 brands having used the industry’s first-ever marketplace for linear TV advertising.
When we launched D2Cx.com in beta back in October 2018, we designed it to help TV advertisers get on the air quickly and affordably, learn what combination of networks, dayparts and programs produce the optimal mix for customer acquisition, and scale accordingly. It uses software to put buyer budgets out to bid in the most intelligent way possible to hit the advertiser’s objectives. It also provides inventory sellers the opportunity to learn exactly who’s buying and price more effectively. We’ve improved on this foundation with new features that advance the cause of democratizing access to TV advertising, inviting more direct-to-consumer (D2C) marketers onto TV at lower costs, while improving usability and speed. Among the new features:
Campaign minimums have been removed. Now brands can start activating on TV with a small budget, review their own, custom performance dashboard, and then optimize based on what’s working.
New, near real-time measurement and attribution tools for brands to connect each TV ad spot to key business outcomes, such as website visits, page views, app downloads and purchases. Advertisers can use these measurement capabilities without purchasing media.
New, automated creative diagnostic tools to give brands feedback within 24 hours on whether their TV spots meet broadcaster requirements. This service, available to any TV advertiser for free, will help brands get on the air faster.
New, automated bid management tools similar to those used in digital ad marketplaces to help brands bid on specific TV audiences with either manual or automated controls. This gives advertisers more control over their customer acquisition costs (CAC). Unlike any other TV advertising solution, D2Cx.com provides inventory bid pools, which are accessible in a matter of seconds. Bid pools list all potential inventory units from top cable and broadcast networks and are prioritized based on the likelihood that the brand’s bid will be accepted and on the inventory’s likelihood of meeting campaign goals (e.g. acquiring new customers, app installs, website visits, and more).
Fresh, redesigned D2Cx.com application interface that makes accessing the marketplace’s tools easier and learning TV advertising faster. D2Cx.com features an all-new, in-app navigation, as well as new colors and fonts that are designed to smooth the path from getting started to campaign execution.
To help me share this news, I asked one of our beta users about their experience in D2Cx.com.
Babbel is the world’s top-grossing language learning app. “We’ve run TV advertising in the past and know that it works,” Achim Spelten, VP of Marketing for offline channels at Babbel, told me, “but we chose D2Cx.com because its marketplace provides inventory with a granularity that I have never seen before. In addition, their analytics and data are incredible because they help us understand TV’s long term impact on the business.”
Big thanks to Babbel and all our other beta users. You’ve helped us build a better marketplace, though we’re not done. Soon, we’ll introduce many more capabilities, so stay tuned to this space and subscribe to our newsletter for the latest.
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