In July 2023, we unveiled our groundbreaking feature, 

 (APO) for CTV, marking a significant leap forward in the realm of 

. APO addressed several critical challenges that advertisers faced in their campaigns. Firstly, traders were spending an overwhelming 65% of their time reallocating budgets manually—a process that was not only laborious but also prone to inefficiencies. Secondly, individual brands lacked the resources to continuously measure performance and adjust budgets accordingly, leading to suboptimal outcomes. Additionally, while CTV was increasingly recognized as a full-funnel performance channel, existing digital offerings fell short in identifying TV performance drivers. Manual optimization relied heavily on guesswork rather than statistical analysis, resulting in wasted spend and higher CPx. APO emerged as the hero solution for brands aiming to drive outcomes via CTV while seeking to lower CPx.

In the pre-APO era, manual optimization was inefficient and not scalable. Traders engaged in extensive trial and error, adjusting parameters based on manual schedules rather than data-driven insights. This approach led to negative business consequences such as wasted spend and higher CPx. However, with the introduction of APO, CTV optimization became driven by machine learning, enabling thousands of iterations to be tested to find optimal values. APO automatically adjusts parameters based on data in real time, resulting in more revenue driven by efficient outcomes. Automated Performance Optimization, powered by cutting-edge ML technology, dynamically allocated budget across hundreds of combinations of apps, dayparts, and creatives to propel growth. Notably, APO offers unprecedented transparency in the industry. Unlike other DSPs that employ black-box optimization methods, TV+ provides a full audit trail of optimization decisions, facilitating continuous learning and improvement. Benchmarks demonstrate an average 32% improvement in KPIs, showcasing the superiority of TV+ Performance Optimization in driving efficient outcomes for CTV advertisers.

Distinguishing TV+’ Unique Approach to Performance Campaign Optimization and Transparent Insights

While most DSP auto-optimization is tailored for the supply-heavy, open exchange-dominated realm of banners—characterized by a race to the bottom in CPM pricing due to the abundance of supply and intense competition—our focus with APO diverges significantly. APO is specifically designed for Premium PMP content, which features pricing with floors, low competition, and limited supply, resulting in a healthy win rate. Therefore, our priority lies in optimizing what to buy rather than how much to bid, ensuring maximum efficiency and effectiveness for our advertisers.

Our CTV strategy sets us apart by offering clarity around our optimization processes. Unlike most DSPs, which rely on dynamic bid adjustment primarily geared for open marketplaces in the supply-rich banner world, our approach extends beyond. Leveraging our extensive relationships with publishers' linear businesses, we've strategically established Private Marketplace (PMP) deals with premium publishers, securing optimal placements within publisher waterfalls. This strategic setup empowers our Client Success Team to easily calibrate bids, ensuring prime placements and effective pacing. Additionally, our AI-driven dynamic budget allocation optimizes resource allocation to publishers and dayparts, yielding optimal outcomes—a critical capability for PMPs in the supply-constrained world of CTV.

The annotated image below showcases our Optimization Engine’s approach to decisioning transparency. This visualization offers a clear understanding of optimization decisions, facilitating ongoing refinement.

Metrics like cost-per-event (i.e., visit) or cost-per-unique-event and response rate are shown for each optimization dimension. This allows you to see the metrics APO uses to calibrate its dynamic budget allocation decisioning at each individual dimension – per audience, creative, publisher, and daypart.

The sparklines show the decisioning audit trail that shows daily allocation adjustments. Hover over to see APO’s daily allocation decisions for each individual dimension. This level of transparency ensures you learn what works alongside the optimization engine.

Achieve Full-Funnel Success with Multi-Objective Optimization

Multi-objective Optimization revolutionizes campaign strategies by enabling optimization across multiple stages of the marketing funnel. This approach allows our Client Success Team to balance mid-funnel metrics, such as website visits, with lower-funnel metrics, such as shopping cart transactions, ensuring a holistic approach to campaign performance.

Marketers often face the dilemma of focusing solely on bottom-of-the-funnel conversion events, potentially neglecting crucial upper and mid-funnel activities. By optimizing against multiple weighted metrics, such as website visits and enrollment form submissions, marketers can nurture their marketing funnels effectively. This holistic approach ensures a healthier full-funnel optimization strategy, driving both short-term conversions and long-term brand growth.

Here is an annotated image illustrating our Multi-objective Optimization feature in action. This visualization provides a clear overview of how our Client Success Team can configure and monitor multiple optimization metrics to achieve our clients’ campaign objectives effectively.

Toggle between viewing metrics by cost-per-event or cost-per-unique-event. Both optimization metrics are shown side-by-side.

Equal or varying weights can be assigned to each optimization metric, and your Client Success Manager works with you to decide on the initial setting. Let’s say you want to launch a CTV campaign for an online job marketplace and assign a 50-50 split on Site Visits and Apply Starts (when a job searcher starts an application). Even though your cost-per-conversion (Apply Starts) is healthy, our Client Success Team may notice that the number of Application Starts dropped – this might be because the number of visitors to the website’s job pages driven by CTV is dropping. In that case, our Client Success team flags this issue with you, the client, and may recommend recalibrating the weight to emphasize Job Seeker Pageviews and decrease Apply Starts. Once a decision is made, the Client Success team adjusts the weights to get performance back on track.

As with many of the reports on TV+, you can hover over the Optimization KPI Graphs to see details around any given day.

Optimize Your CTV Programmatic Campaigns with TV+: Where Transparency Meets Performance Excellence

Elevate your campaign performance with TV+’s Optimization Engine – now offering unprecedented transparency and flexibility. From transparent decisioning audit trails to Multi-Goal Optimization, Automated Performance Optimization empowers advertisers and agencies to achieve full-funnel CTV success while driving efficient outcomes. Ready to unlock the potential of programmatic CTV advertising? Contact us at 

Explore how our unique programmatic campaign optimization tool enhances CTV advertising efficiency. Discover transparent, data-driven strategies that lower costs and improve performance, setting a new standard in programmatic optimization. Dive into our blog for actionable insights and real-world applications.

Transparent Programmatic Campaign Optimization

Adam Quinn, SVP, Sales highlights career milestones and talks to us about the many challenges and opportunities facing the Ad Sales team in the upcoming year.

What do you do in your current role within the Advertising team at Simulmedia?

I help the team unlock the proven value we bring to clients and ensure the team is knowledgeable of the broader video advertising marketplace and are able to articulate our value and adroitly customize that value based on an individual client or agency’s needs. This also includes helping them learn about our clients’ businesses to surface where and how we can help. I also work across the various departments to establish strong relationships with internal and external stakeholders. Finally, I leverage my 25+ years of experience on the agency and sales sides of the business, along with my deep network of contacts, to contribute to everything listed above.

Can you share insights into your journey to leading the Simulmedia Advertising team?

I spent many years in what would be considered more established and traditional buying and selling roles at other companies. My journey at Simulmedia began as an Account Executive, using a scrappy and disruptive approach to find and connect with the right clients. It's challenging but rewarding to communicate with contagious enthusiasm, helping clients see the benefits of partnering with us. Closing a partnership after all the effort feels great. I thrived as I faced diverse client and agency challenges, shaping our approach to meet their needs. Eventually, I earned the trust to manage a small team in a "player/coach" style. Helping colleagues replicate what I know works, and witnessing their enthusiasm and excitement is the best part, all while helping clients achieve business goals. Now, I'm honored to manage the entire sales team, scaling up our collaborative achievements. I continue to roll up my sleeves and use the skills I've developed along the way.

What are the most significant experiences and lessons you've learned as you ascended to your current leadership position, and how do you intend to apply them in your role?



All we have is time, the most valuable and perishable aspect of life. Everyone is either genuinely busy or has convinced themselves that they are. It doesn’t matter which is true. Anyone seeking the right to engage with someone in this business needs to add value and help them address whatever keeps them busy. This has been an ongoing lesson throughout my career, spanning all aspects of buying and selling, managing teams, and establishing partnerships. Regardless of whether someone is on the buyer or seller side, adding value at every point is essential. Adding value along the way holds both sides accountable and earns a seller the right to make a request. Also critical, is following through on follow-ups and commitments. It’s hard work, but when it all comes together, there are few things more satisfying and rewarding. So, I need to keep the team thinking this way.



What were the biggest challenges you faced when climbing the ladder in advertising sales, and how did you overcome them?

Related to everything I mentioned above, the main challenge in advertising sales is often breaking through and getting the chance to convince clients and agency partners that there's a better way to do business. This is particularly relevant to my time at Simulmedia. In the early stages of my career, the goal was to learn as much as possible about all the available options. A colleague from my early career on the agency side advised me to keep being a sponge, absorbing as much information as possible, which I took to heart. Similar to being extremely curious about everything, I focused on learning as much as I could about the business of advertising early in my career. This allowed me to form informed opinions on topics that emerged later in my career. Overcoming these challenges involves working hard and staying focused on what truly matters.

Can you describe your leadership style and how it has evolved throughout your career in advertising sales?

I've always admired leaders who clearly learned and became leaders by proving they could do the job at hand. These leaders can understand different perspectives and angles to an issue or task, putting themselves in others' shoes. This not only shows empathy but also means the leader won't ask a colleague to do something they haven't done themselves. It might be challenging to see everything a leader has done to reach where they are, but there are no shortcuts to hard work. Leaders who take shortcuts often get exposed or become ineffective. So, my approach is collaborative, providing guidance and helping colleagues find solutions by looking at what worked in the past and applying it to the future with new and innovative approaches.

Can you outline specific long-term goals you aim to achieve in your role, and how these goals align with the company's overall objectives?

The long term goal is to have a team of talented, inspired salespeople who are collaboratively and consultatively helping clients accelerate their business growth while recognizing the contribution of Simulmedia. There’s a higher level of accountability in this, and when achieved, benefits all involved. Specifically, this means managing ongoing partnerships to grow Simulmedia’s role in those clients’ marketing efforts, bringing back marketplace feedback to shape our capabilities to meet the broader needs of marketers, and helping arm the team with the skills and collateral they need to achieve all of this.

Which are the top opportunities you see for Simulmedia and how do you envision scaling your advertising team to meet the evolving needs of our clients and the industry?

The main opportunity we're focusing on is boosting accountability and effectiveness for our clients' video advertising. This involves connecting meaningfully with our clients, understanding their needs, educating them about our data-driven, cross-channel approach, proving its success with our measurement capabilities, and collaborating to optimize campaigns for the best customer growth. As the team brings in more clients, we'll expand to manage successful partnerships and use that success to find more clients and agencies who can benefit. Recently, we split the sales team into two groups— one focused on attracting new clients and agencies for growth, and the other on expanding existing clients or finding new business related to established clients. As the team excels in these areas, we'll decide which group to further develop.

What strategies have you/or plan to implement to keep your Advertising Sales team competitive in a rapidly changing marketplace?

We will always need to keep building on the fundamentals of consultative selling. Understanding a client’s business needs and matching those needs with our capabilities, in a consultative way that will drive both of our businesses, requires repetition and practice as businesses evolve and new dynamics and competitors come into play. Celebrating and evaluating wins with the team encourages sharing successful strategies to keep improving at Simulmedia. The new business team will connect with clients we've had trouble reaching before. The established-client team will intentionally expand and enhance our successes with ongoing partners. Both teams will collaborate to share and celebrate what's effective. Lastly, we need more visibility in the marketplace with competitors and potential partners. As a team, an ongoing goal is to keep learning about opportunities in the marketplace related to our data-driven premium video capabilities..

What key market opportunities do you foresee for Simulmedia in the next 3-5 years?

Linear TV is expected to continue to decline, while CTV will continue to grow. Despite the decline in linear TV ad spend, total TV ad spend will grow from $86.40 billion this year to $97.73 billion by 2027. The beauty of our approach at Simulmedia is that it’s built for the ongoing fragmentation of viewers. We benefit from the proliferation of content. So the more the streaming publishers, linear networks and other content producers develop content, and market it to everyone, the more necessary Simulmedia is. The market opportunity is: More great content means more opportunity for Simulmedia, and as we continue to build our cross-channel capabilities and scale our gaming audiences, we will continue to rise as the perfect solution for brands and agencies. We can’t miss the opportunity to spread the word. This also means we must execute with excellence so every client we get onboard, quickly becomes an advocate.


Adam Quinn, SVP, National Sales highlights career milestones and talks to us about the many challenges and opportunities facing the Ad Sales team in the upcoming year.

Simulmedia's SVP of Sales Focuses on Driving the Ad Sales Team to Success

Marc Siegel, President, Sales recently was promoted to run the Simulmedia advertising team. With many challenges and opportunities in the current marketplace, we sat down with him to learn more about his career and vision for the sales team as they navigate the many marketplace challenges and opportunities in the TV and CTV advertising landscape.

 

I lead the sales team that is responsible for generating revenue for the company. I collaborate with Adam Quinn, SVP, Sales to design our go-to-market strategy and align our people to execute our plan. In addition, I am in the market developing opportunities and identifying partnerships with marketers and agencies to scale our business. I partner with our CEO to effectively communicate with our Board our go-to-market strategy and meet with Board members individually to garner insights on how to do my job better. Lastly, I’m a mentor and coach to my team and lead by example.

Can you share insights into your journey to leading the Simulmedia Advertising team? 

I began my professional career playing minor league hockey where I learned to focus on what I can control, and that personal discipline is vital to success. After 3 years, I hung up the gear and decided that advertising was what interested me, so I joined an agency and worked there for 7 years. I worked on Coca-Cola, Pfizer and 3M business, and handled media planning duties with a focus on strategy and TV planning. From there, I moved to ad sales at U.S. News and World Report where I was part of the digital transformation of the business. At US News, I learned how to be a challenger brand in a competitive market and focus on my clients needs. When I had the opportunity to join Simulmedia, I knew that this was my chance to use my professional experience to accelerate my career and work with the smartest people in the industry.

What are the most significant experiences and lessons you've learned as you ascended to your current leadership position, and how do you intend to apply them in your role? 

Number one is learning by doing - this allows me to coach my team and be an effective leader. Second, is that grit and perseverance are the traits I look for when building my team. Number 3, is that our industry is complex, so making sure we have attention to detail on all aspects of our day to day is extremely important. Lastly, I’ve learned that relationships matter more than ever, so empowering my team to always be empathetic to our clients and teammates is important to help the business thrive.

What were the biggest challenges you faced when climbing the ladder in advertising sales, and how did you overcome them? 

I've always been in a challenger sales role where my offering wasn't on the “must buy list.” Because of this, I've had to identify where I spend my time and learn how to design our offering to ensure my customers see the value. Challenging the status quo is not easy but extremely rewarding. Overcoming objections has empowered me to truly enjoy what I do and has allowed me to overcome obstacles.

“Leading by example” and "Show Don’t Tell” are 1 and 1A. I’ve learned how to listen more and be more open to feedback and how I can get better. I continually emphasize individual accountability but understand that teamwork wins. The most important evolution I’ve made is bringing more empathy to my role and being able to communicate better with my co-workers.

Can you outline specific long-term goals you aim to achieve in your role, and how these goals align with the company's overall objectives? 

I want to bring more sustainable, predictable growth for the business by leading large scale enterprise partnerships in the market. Key verticals like pharma and DTC brand-performance advertisers will be key initiatives for sustainable growth. In addition, integrating our platform into independent agencies will transform our business from IO based deals to enterprise deals with recurring revenue. In this way, the company will be able to achieve its overall objectives. Lastly, I want to mentor and groom young talent to be the next leaders in our industry and have fruitful experience at Simulmedia and share in our wins.

Which are the top opportunities you see for Simulmedia and how do you envision scaling your advertising team to meet the evolving needs of our clients and the industry? 

Helping brands and agencies become smarter with their premium video investment. Showcasing how our technology can plan and allocate budgets to minimize over frequency and ensure ads are reaching the right people. I’m a TV fan and I see how ads run indiscriminately across the landscape. I want to encourage my team to be passionate about this problem as many industries rely on advertising to drive business growth. I want to position Simulmedia as the brain that powers allocation decisions across television, and soon, video games.

We have re-organized our sales team to align their strengths to the role we need to be successful. We have instituted on-going, weekly training to ensure all sellers have the tools to successfully execute our strategy. We’ve created team meetings with more positivity that empowers the team to communicate more effectively. In this way, we have created peer-to-peer training and greater collaboration. In addition, we encourage all team members to be in the market at industry and networking events to foster personal development and market intelligence.

What key market opportunities do you foresee for Simulmedia in the next 3-5 years? 

I see Simulmedia being able to forge key partnerships across the industry. Being an independent technology platform will allow us to create diverse revenue streams for linear, CTV, cross-channel, and gaming revenue. Our audience-first approach will allow our partners to use our tech and services to align to their business objectives. As Simulmedia continues to innovate, we will unlock new opportunities to build scale.

Marc Siegel, President, Sales recently got promoted to run the Simulmedia advertising team. With many challenges and opportunities in the current marketplace, we sat down with him to learn more about his career and vision for the sales team as they navigate the many marketplace challenges and opportunities in the TV and CTV advertising landscape.

New President of Sales Shares Career Insights and Opportunities for Sales Team

(New York City) – Simulmedia today announced a shared leadership structure at the top of the company to help it best exploit and manage the enormous growth in streaming TV advertising. Company founder and CEO Dave Morgan is changing his title to Executive Chairman, focusing on market development, product vision, strategy and partnerships. COO Jon Werther is taking the CEO title and assuming greater oversight of the company’s operations and day-to-day direction of the management team.

Wrote Morgan in a note to the Simulmedia team, “We created Simulmedia 15 years ago to bring a digital approach to TV advertising. Over the past three years, Connected TV advertising has grown from 1% to 6% to more than 15% of our revenue and should exceed 25% by the end of 2024. With those growth dynamics, having Jon Werther take over more of the day-to-day management of the company so that I can double-down my focus on market development, product vision, strategy and partnerships is the best way for us to grow and scale our already profitable and debt-free company. I am really lucky to have such a great partnership in place with Jon, who has been an amazing COO for the past one and one-half years and who worked closely with me both at AOL and in the initial build-out of Simulmedia.”

For the past 15 years, Simulmedia has pioneered the automated, data-driven buying of Linear TV advertising and its TV+ platform has directly optimized billions of dollars of ad spend across all of the major TV channels, from Warner Bros Discovery, NBCU, Disney and Paramount. Over the past three years, the company expanded TV+ to fully integrate ad-supported Connected TV channels like Hulu, Peacock, MAX, Disney+ and Roku.

eMarketer, an Insider Intelligence Company, recently projected that combined Linear TV and Connected TV ad spend will grow from 86 billion in annual spend in the US in 2023 to $102 billion in 2023, with Linear spend declining $5 billion over that time and CTV growing more than $15 billion. Simulmedia through its TV+(R) platform is the only company operating today that plans, activates and optimizes campaigns across both CTV and Linear in a fully integrated way, able to guarantee ad frequency capping in campaigns across programmers, channels, distributors and devices.

“I am excited to continue to partner with Dave and our outstanding team to drive robust profitable growth for Simulmedia and deliver best-in-class results for our clients and partners,” said Werther. “With our suite of industry-leading linear, CTV and in-game advertising solutions, our future is very bright.”

This move follows recent promotions in Simulmedia’s sales organization this past Fall when Marc Siegel, a ten-year veteran of the company, was named President of Sales and Adam Quinn, a seven year company veteran, was named SVP/Sales. Before Simulmedia, Siegel worked in media planning at Mediacom and Carat and in sales leadership at NY Daily News and US News & World Report. Quinn’s background includes senior sales and leadership roles at National Geographic and Turner Sports. At Simulmedia, their positions were previously held by Lauren Fry, now head of video ad sales at Apple, and Dina Roman, head of global advertising sales at Fubo.

Simulmedia is a New York based technology company for advertisers and agencies founded in 2008. Its Performance TV(R) products - powered by its patented, AI-driven TV+(R) analytic and activation platform - deliver high performance targeted video ad campaigns across all streaming and linear TV channels for more than 100 top brands like Disney, Experian, MassMutual and Choice Hotels. Independent studies show that Simulmedia campaigns regularly deliver 30-100% higher ROI than conventionally planned and targeted campaigns. This is why Simulmedia is alone guaranteeing the performance of its campaigns, whether the desired outcome is reach, custom targeting or ROI.

Simulmedia today announced a shared leadership structure at the top of the company to help it best exploit and manage the enormous growth in streaming TV advertising. Company founder and CEO Dave Morgan is changing his title to Executive Chairman, focusing on market development, product vision, strategy and partnerships. COO Jon Werther is taking the CEO title and assuming greater oversight of the company’s operations and day-to-day direction of the management team.

Simulmedia Establishes Partnership at Top of C-Suite

Let's talk television advertising – that ever-shifting terrain where connecting with millennials is an art and a science. It's been a hot minute since our last dive into the millennial TV viewership stats, and, you guessed it, things have shifted. Brace yourself as we lay out the latest stats and strategies, giving you the insider scoop for your advertising ventures in 2024.

Social and Economic Trends Impacting Millennials

Understanding millennials is like deciphering a complex code. According to 

31% of millennials are currently reveling in a satisfying work/life balance, a notable increase from 18% in 2019.

 The cost of living has taken center stage for 42% of millennials in 2023, compared to 36% in 2022.

 A significant 52% of millennials find themselves living paycheck to paycheck, highlighting the financial strains many face.

The hustle is real, with 37% of millennials taking on side jobs for that extra financial cushion.

Remote work has become ingrained in millennial life, with a staggering 75% considering a job change if forced back into a full-time office setting.

With this backdrop in mind, let's delve into the TV habits of millennials, exploring how these dynamics intersect with their viewing preferences.

How Millennials Engage with Connected TV (CTV) and Linear TV

, a formidable 61.5 million millennials have embraced the world of Connected TV (CTV). These digital natives are not just users; they're shaping the landscape, representing approximately half of all CTV viewers.

Millennials also constitute 27.2% share of all connected TV users in 2023, Millennials also boast the 2nd largest CTV user growth rates, with Millennials having increased by 3.3% in 2022, also according to 

Despite the digital revolution, linear TV maintains its enduring appeal. As revealed by 

, 34% of millennials are loyal daily viewers of linear TV. The twist? A staggering 78% of daily TV consumers are juggling at least one video streaming subscription, showcasing the evolving TV consumption patterns.

Now, let's unveil Simulmedia's TV+ platform, a TV analytics powerhouse. At its core is the TV+ Viewership Graph, seamlessly integrating billions of signals from linear, streaming, and future walled gardens. Processing over 2B daily events across 100M+ households, TV+ boasts one of the industry's largest datasets. With integrations with the top OEM and data partners, it provides a comprehensive understanding of viewership behavior. Privacy is paramount, with pseudonymized data and meticulous calibration. Armed with insights from the TV+ Viewership Graph, let's uncover where millennials are tuning in.

With regards to TV households, 21.4 million millennials still find value in linear TV, dedicating a considerable portion of their viewing time to traditional broadcasts. Simultaneously, 26.8 million have embraced the allure of Connected TV, signaling a shift towards digital platforms. It's important to note that these numbers aren't mutually exclusive; many millennial households seamlessly integrate both linear and Connected TV into their viewing habits.

The distribution of cross-channel households among millennials paints a diverse picture of their viewing habits. While 14% of millennial households exclusively adhere to linear TV, cherishing the traditional viewing experience, a significant 31% have fully embraced the digital realm of Connected TV. The majority, a substantial 55%, represent the versatile viewership of millennials, seamlessly integrating both linear and Connected TV into their entertainment repertoire. This intricate blend underscores the importance of a comprehensive advertising strategy that caters to the varied preferences within the millennial demographic landscape.

Millennials spend an average of 3 hours and 38 minutes on ad-supported TV daily. The lion's share, approximately 78% (or 170 minutes), is dedicated to linear TV, while the remaining 22% (about 48 minutes) ventures into ad-supported streaming realms. This may seem counterintuitive considering how much time people are spending on connected TV, but remember that most connected TV consumption still occurs in ad-free environments. The stats above isolate the share of ad-supported connected TV viewing.

Budget Strategies for Effective TV Advertising

Let's craft strategies to powerfully engage millennials on both linear TV and CTV, leveraging insights from our TV+ platform. In a hypothetical $1 million budget scenario (note: allocations may vary based on budget size), the message is clear: a 'Cross-Channel Charm' approach, with 35% in linear TV and 65% in CTV, steals the spotlight.

The winning strategy! Allocating 35% to linear TV and 65% to CTV ensures a potent reach of 16.1 million millennials.

Exclusive focus on linear TV (100%) taps into 9.21 million millennials, falling short of the broader impact.

Putting the entire budget into CTV alone captures 12.1 million millennials, but the magic lies in the balanced blend.

The takeaway is crystal clear: Cross-Channel stands as the superior approach for optimal reach and impact across the diverse TV landscape

Reaching More Millennials Requires Technology

Simulmedia’s platform is the key to unlocking a more nuanced approach to millennial targeting. Unlike basic demographic targeting, which tends to be overly broad, our platform encourages advertisers to delve deep into defining their strategic audience. This means going beyond age and gender, exploring factors such as income, household size, education level, affinities, hobbies, interests, ownership, lifestyle, purchase behavior, brand propensities, habits, and life events.

In the complex landscape of millennial viewing behavior, relying on age/gender demos is outdated. Simply put, not all Millennials are created equal, and treating them as such is a missed opportunity. By targeting individual behaviors and preferences, marketers not only reach more of their intended audience but also tap into the seemingly elusive age group powering the nation's economic engine.

Simulmedia’s platform empowers advertisers to navigate this intricate landscape efficiently. It's not just about driving the lowest CPMs; it's about steering towards the lowest cost-per-reach for true efficiency. If your goal is to reach the one group with the most collective spending power in the United States, then defining and targeting your strategic audience with precision is the way forward.

Contrary to popular belief, Millennials are avid TV consumers, but reaching them effectively demands a shift in media buying strategy. Our platform provides a solution by marrying multiple 3rd party data sets or leveraging your brand’s proprietary 1st party data to match customer attributes with viewing data from millions of households. This process enables our platform to understand the viewing behaviors of your target audience and employ a patented predictive algorithm to forecast their preferences throughout a campaign.

Unlike traditional media buying, which often relies on age/gender demos and fails to comprehend the composition of delivered GRPs, our platform crafts a media plan tailored to individual preferences. It's not about delivering thousands of linear TV spots across networks; it's about striking deals with 100+ streaming apps, ensuring your strategic audience is reached efficiently and with maximum impact.

In a world where targeted CPMs may be higher, the value lies in reaching a more responsive audience and reducing wasteful impressions. Simulmedia’s platform revolutionizes advertising by recognizing that true efficiency in today's diverse media landscape is achieved by targeting strategic audiences effectively. 

 to explore how we can elevate your reach to the ever-powerful millennial demographic while minimizing media waste and maximizing impact.

Reaching Millennials on TV: Navigating Trends and Strategies for 2024

Traditional linear TV remains a vital channel for broad audience engagement and impactful creatives. However, in the data-driven marketing era, measuring the true impact of these campaigns on crucial metrics is challenging. Marketers struggle to understand how TV ads influence actions like website visits amid a complex marketing landscape with multiple competing channels. The rise of CTV adds further complexity. While Simulmedia offers "

," this blog focuses on challenges unique to traditional linear TV attribution. Simulmedia's Incremental Lift Studies for Linear TV provide clarity by disentangling the web of advertising influences. This feature empowers marketers to accurately assess the impact of their traditional linear TV campaigns, offering a methodology that separates signal from noise. By making data-driven decisions, Simulmedia's 

 optimize the effectiveness of traditional linear TV campaigns.

What is Incremental Lift Measurement and why it matters

Lift measurement quantifies a marketing campaign's additional impact on desired outcomes. 

 aim to precisely measure added conversions and conversion rates from TV advertising. These studies compare exposed group (TV ad viewers) and a control group (non-viewers) using deterministic attribution for accurate measurement.

Traditional attribution and media mix modeling face challenges assessing TV campaign impact, particularly for linear TV, due to shared limitations:

Inability to Account for External Factors: 

Difficulty distinguishing TV ad impact from concurrent events leads to imprecise measurements.

Over-reliance on Short-term Data Spikes: 

Focusing on short-term spikes neglects long-term impacts, missing valuable insights for effective decisions.

Media mix modeling demands substantial resources, limiting accessibility, especially for smaller businesses.

Built for specific timeframes, media mix models lack adaptability for emerging trends or market shifts.

Simulmedia's Incremental Lift Studies provide a refreshing alternative to overcoming these challenges. By bypassing traditional attribution methods and resource-intensive media mix modeling, these studies offer a cost-effective, flexible, and precise approach for assessing TV campaign impact in today's complex marketing landscape.

 are synthetic control groups, transforming how marketers gauge their TV campaign impact. This method lets advertisers craft a control group mirroring the test group via advanced statistical techniques and user data—without physically splitting these groups per campaign. This offers an accurate, statistically identical comparison, eliminating costs tied to running PSAs for control group creation, making A/B testing cost-effective.

Choosing a synthetic over a hold-out group stems from linear TV's unique nature, where budget decisions aren't at the individual level. Creating a pre-campaign hold-out plan with similar granularity and control proves challenging. In a landscape valuing accurate measurement, synthetic control groups give marketers a potent tool to confidently attribute observed lift to TV campaigns, minimizing control group expenses. This precise method empowers advertisers, unlocking traditional linear TV campaign potential, and facilitating data-driven decisions with unmatched confidence, optimizing marketing efforts for superior results.

Benefits of Incremental Lift Studies for Linear TV

 enhance the effectiveness of TV advertising campaigns in several ways:

Comparing statistically identical test and control groups enables the pinpointing of the true impact of a TV campaign, eliminating external influences for a clear cause-and-effect relationship.

Purpose-built Synthetic Control Group for TV: 

Our methodology ensures the synthetic control group mirrors the test group, considering demographics and viewership behavior, providing precise measurement while minimizing confounding factors.

Merging Linear TV Reach with Digital Attribution: 

Seamlessly combining the expansive reach of linear TV with precise, deterministic digital attribution offers a comprehensive picture of campaign performance, leveraging our viewership panel.

Confident Measurement of Incrementality Across Web Outcomes: 

Incremental Lift Studies facilitate the measurement of a TV campaign's incremental impact on various web outcomes, offering insights into actions such as website visits and app installs.

Identification of Incrementality Parameters: 

Dissecting campaign performance by network, daypart, and creative empowers advertisers to optimize targeting, maximizing the effectiveness of advertising efforts.

Simulmedia's Incremental Lift Studies provide advertisers with a comprehensive, flexible, and precise approach to measuring the true impact of linear TV campaigns and making data-driven decisions for superior results.

Unlocking the power of Incremental Lift Studies for Linear TV

 effectively, grasp the essentials of initiation and result interpretation. Follow this guide for a seamless experience:

Activate the SM Pixel on your website or employ Kochava integration for in-app events.

Share target metrics with your client success manager.

Define your target audience and intended budget; consult your client success manager.

Notify your client success manager about your interest in an Incremental Lift Study.

We create a synthetic control group by simulating a plan on unexposed households, matching them to your network allocation and exclusion list.

Interim results will be accessible in a Tableau dashboard after two days.

Your dedicated Customer Success Manager will share the final report shortly after the attribution window ends.

Results are finalized at the attribution period's end; expect no further dashboard updates.

The dashboard details the linear TV campaign summary, including incremental lift %, incremental conversions, and the cost per incremental conversion. Remember that "conversions" represent the action you chose to track – which could be website visits, app installs, or actual purchases and transactions.

The dashboard provides a side-by-side comparison of the control group attributes versus the test group attributes.

Drill-downs to the network level provide insights on publishers delivering more incremental lift, facilitating plan optimization. Breakdowns are also available per daypart and creative.

With these insights, embark confidently on your journey into Incremental Lift Studies for Linear TV, unlocking valuable information for better results.

Unveiling the mechanics: How Incremental Lift Studies work

Curious about the inner workings of Simulmedia's 

? Let's delve into the process that empowers marketers to confidently uncover the true impact of their TV campaigns.

We kick off by setting up the SM Pixel on the client's website or integrating with Kochava for mobile app attribution. After the campaign, we analyze impressions on our viewership panel to assemble the 'exposed' group.

Step 2: Creating the Synthetic Control Group.

With the exposed group in sight, we simulate media plans adhering to the campaign's criteria to craft a synthetic control group—no need to physically split groups per campaign, saving costs.

Step 3: Ensuring Statistical Representativeness.

Demographic data overlays both groups, ensuring shared characteristics. Our post-stratification algorithm guarantees statistical representativeness in geographic location, demographics, and viewership patterns.

Step 4: Running Deterministic Attribution.

We finalize by running deterministic attribution at the Household IP level, using the Simulmedia Pixel or MMP integrations for conversions, precisely measuring the TV campaign's impact.

We compare conversion rates between the test (exposed) group and the synthetic control group, providing a clear view of the incremental lift generated by the TV campaign.

To guarantee the representativeness of both groups, we employ advanced methods:

We create multiple simulated plans to ensure the control group mirrors the viewing habits of the test group. This rigorous process eliminates individuals unlikely to have seen your ad, such as cord cutters or households on your suppression list.

Simulmedia applies sophisticated techniques, including Weighted Attribute Matching, ensuring the control group shares the same demographic and geographic attributes as the test group, leaving no room for discrepancies.

With these meticulous methods, Simulmedia ensures Incremental Lift Studies provide unparalleled precision and statistical representativeness. This rigorous approach empowers advertisers to confidently attribute observed lift to their TV campaigns, setting us apart in the industry. Marketers can optimize their traditional linear TV campaigns with unwavering confidence, leading to superior results

Unlock the future of TV measurement with Simulmedia's Incremental Lift Studies

 equip you with the tools to unlock your TV campaigns' true impact. Bid farewell to uncertainty and embrace the future of measurement. By leveraging this innovative feature, you can make informed decisions for better results, elevating your marketing efforts. Don't let uncertainty hinder you from harnessing the incredible power of TV advertising. The future of measurement is here, and it's time to embrace it.

Ready to elevate your TV advertising? Reach out to your dedicated Customer Success Manager or email us at 

 to learn more and get started. Your success in the world of TV advertising awaits.

Traditional linear TV remains a vital channel for broad audience engagement and impactful creatives. However, in the data-driven marketing era, measuring the true impact of these campaigns on crucial metrics is challenging. Marketers struggle to understand how TV ads influence actions like website visits amid a complex marketing landscape with multiple competing channels. The rise of CTV adds further complexity. While Simulmedia offers "Incremental Lift Studies for CTV," this blog focuses on challenges unique to traditional linear TV advertising. Simulmedia's Incremental Lift Studies for Linear TV provide clarity by disentangling the web of advertising influences.

Measure the true impact of TV with incremental lift measurement

 is paramount for digital advertising success. This comprehensive guide delves into the intricacies of crafting a winning strategy for Connected TV (CTV) and Over-The-Top (OTT), shedding light on the importance of precision and adaptability in the ever-evolving landscape.

Grasping the Core of Strategy: Defining Strategy and Its Significance

Essentially, a strategy functions as the guiding framework for your actions, ensuring that each step is in harmony with your business goals. In the context of streaming advertising, precision is crucial. This segment will delve into the fundamental aspects of a streaming strategy, underscoring the importance of a meticulously designed plan that connects seamlessly with the audience, guaranteeing optimal influence and return on investment (ROI).

Marketers face a pivotal decision in choosing between CTV and OTT campaigns, as each comes with distinct characteristics. The primary consideration revolves around screen size and user experience. CTV campaigns are designed for the big screen, offering an immersive, lean-back experience. In contrast, OTT campaigns extend across various devices, accommodating on-the-go and interactive viewing experiences on smaller screens.

Marketers need to decide which platform aligns better with their campaign goals and audience preferences. Opting for CTV ensures a focus on the premium, larger screen experience, while OTT caters to the flexibility demanded by smaller screens and diverse devices.

Adding to the complexity, vendors often use the terms CTV and OTT interchangeably, leading to potential confusion for marketers. Understanding the distinction is crucial, especially since CTV advertising tends to be more expensive due to its exclusive focus on larger screens. Marketers must be clear about what they are paying for and choose the platform that best suits their campaign objectives and target audience.

This section takes a top-down approach, addressing the fundamental questions of why, what, when, where, and how of CTV strategy:

Why (Goals): Clarifying the ultimate goal of your streaming campaign.

Clarifying the ultimate goal of your streaming campaign is the foundational step. Defining the objectives of your streaming initiative, whether centered on brand awareness, increased traffic, enhanced sales, or app installations, establishes a clear roadmap for the entire campaign. Key performance indicators (KPIs) such as site visits, revenue generation, and return on ad spend (ROAS) become pivotal benchmarks for gauging success.

Who (Target Audience): Understanding the target audience through detailed buyer personas.

Gaining insight into your target audience involves developing detailed buyer personas through a blend of qualitative and quantitative research. This process goes beyond demographic information, delving into psychographics to foster a deeper connection with viewers. Aligning content with buyer personas not only shapes campaign targeting strategy but also ensures a cohesive and resonant approach.

What (Message in Creative Strategy): Crafting a compelling message that adds value and resonates with your audience.

The heart of a streaming campaign lies in the creative strategy's message. Craft a compelling message by addressing the fundamental problems or tasks your audience seeks solutions for. Promotions that resonate personally with your audience add value to your message, creating urgency and excitement.

When (Timing, How Long, How Often): Determining your campaign's optimal timing, duration, and frequency.

Timing, duration, and frequency are critical elements. Consider the nature of your product and determine the most opportune moments to showcase it. Whether adopting a continuous or seasonal approach, finding the right balance ensures your message remains impactful without overwhelming your audience.

Where (Media Buying Avenues): Identifying strategic places to connect with your audience in the CTV landscape.

Pinpointing the ideal places to connect with your audience in the CTV landscape is pivotal. Understanding the CTV supply chain, differentiating between publishers and sellers, and navigating potential challenges ensure effective media buying strategies.

How Much (Investment, Cost-per-reach Targets): Strategically planning the investment and setting cost-per-reach targets.

Strategic investment planning involves understanding audience distribution between linear TV and CTV. Utilizing planning tools and media mix models ensures optimal budget allocation. Clear cost-per-reach goals refine the investment strategy for optimal outcomes.

Against Whom (Competitor Analysis): Analyzing competitors to disrupt and increase brand visibility.

Thorough competitor analysis is imperative for a disruptive CTV strategy. Understanding competitors' reach and success sets the stage for strategic maneuvers, including conquesting campaigns that target the same audience, disrupting competitors' share of voice, and amplifying your brand's visibility.

How (Campaign Strategy): Optimizing campaign strategy across the entire funnel.

A nuanced understanding of the target audience and product is crucial for a successful CTV campaign strategy. Tailoring strategies at each stage of the customer journey, including geographic priorities, demographic targeting, and contextual relevance through content genres, ensures a comprehensive and effective streaming strategy. Let’s next dive into the specifics of designing CTV campaigns to support the strategy.

Designing CTV Campaigns to Support the Strategy

Strategic Harmony: Crafting a Holistic CTV Approach for End-to-End Growth

To craft a holistic CTV strategy that sustains growth across the entire customer journey, marketers need to take a holistic approach to campaign planning by considering both upper and lower-funnel campaign strategies:

Upper-Funnel Campaigns: Strategies for building brand awareness and engagement.

Upper-funnel campaigns serve as the launchpad for building brand awareness and engagement. Marketers strategically cast a broad net, capturing attention and forging an extensive audience base. Crafting effective upper-funnel strategies involves answering key questions about geographic priorities, demographics, behavioral characteristics, content genres, and viewing behaviors.

Lower-Funnel Campaigns: Retargeting high-intent audiences for lower-funnel success.

In the lower funnel, precision targeting takes center stage, directing efforts toward high-intent audiences. CTV retargeting becomes a powerful tool, capitalizing on established familiarity with potential customers. Metrics in this phase focus on lower-funnel metrics such as successful purchases, transactions, or leads generated from form fills.

The key to CTV success lies in orchestrating a balanced approach across the entire customer journey. While optimizing for lower-funnel conversions is vital, neglecting the upper funnel can stifle long-term growth. Crafting a holistic strategy sustains growth by continually feeding the marketing funnel with new prospects and awareness.

Elevating CTV Advertising: Strategies for Creative Excellence

Crafting diverse and compelling creatives is instrumental in making a lasting impression on your audience. This facet of your upper-funnel campaign involves tailoring creatives for different audience segments, ensuring a resonance that goes beyond a one-size-fits-all approach. By diversifying your creatives, you create a tapestry of messaging that captures the attention of varied viewers, each with their unique preferences and interests.

Advertisers used to the linear TV world need to recognize the opportunities presented in the CTV world by dynamic ad insertion technology. This technique enables advertisers to serve personalized ads to viewers in real-time, tailoring the content based on their interests and behavior. This seamless integration into live or on-demand video content, whether on CTV devices, streaming services, or OTT providers, empowers advertisers to create targeted and relevant ad campaigns. By utilizing data such as device type, geographic location, and viewer behavior, advertisers can deliver ads that speak directly to the unique characteristics of their audience. This approach not only enhances the relevance of the message but also provides the ability to measure and analyze the performance of each ad, optimizing for the best results. Dynamic ad insertion is a linchpin in CTV advertising, offering a more personalized and engaging experience for viewers and, consequently, improving the effectiveness of advertising efforts.

Mastering video advertising on CTV is the pinnacle of creating an impactful and memorable brand presence. Given that CTV advertising revolves around video content, it's crucial to ensure that your video ads are not only engaging but of high quality. Platforms like Roku and Amazon Fire TV provide a myriad of targeting options, allowing advertisers to tailor their video ads to specific demographics and interests. Video advertising's versatility, whether in pre-roll, mid-roll, or post-roll formats, enables advertisers to choose the level of engagement that aligns with the content and viewer behavior. With a higher retention rate than text or banner ads, video advertising on CTV becomes a powerful tool for enhancing brand awareness and recall. The storytelling capabilities of video content make it an effective medium for conveying messages, demonstrating products, and creating a lasting impact on the audience.

CTV Targeting Mastery: Precision Strategies for Impactful Campaigns

Developing a robust strategy for CTV advertising is paramount for digital advertising success.. This comprehensive guide delves into the intricacies of crafting a winning strategy for Connected TV (CTV), shedding light on the importance of precision and adaptability in the ever-evolving landscape.

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