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

 strategies is integral to a successful advertising campaign. Each element, from geographic priorities to behavioral nuances, contributes to a finely-tuned outreach plan. Here's a focused exploration of key aspects empowering advertisers to unlock the full potential of CTV targeting:

Determining the geographic priorities of your campaign is foundational. 

 ensures precision by narrowing down the audience to DMAs, cities, regions, or zip codes. A local restaurant, for example, can maximize CTV impact by reaching potential customers within a specific radius.

Moving beyond age and gender, a nuanced demographic approach involves considering marital status, income, and more. Tailoring ads to reach distinct demographic groups, as seen with a skincare brand targeting both young adults and mature individuals, fosters a deeper connection.

Understanding personal preferences, lifestyle habits, and experiential stages is crucial for impactful CTV targeting. This involves delving into a rich mosaic of human subtleties, utilizing third-party data providers like Nielsen, TruAudience, or comScore to enhance insights into different demographic groups and their viewing habits. For example, a travel agency aligning with individuals researching European destinations can use this data to create a highly targeted and effective CTV campaign.

Behavioral insights from third-party data empower advertisers to optimize ad delivery for maximum impact, ensuring that CTV advertising budgets efficiently reach the right audience. This precision not only deepens the understanding of the audience but also increases the likelihood of conversions by reaching the right people at the right time.

 becomes paramount, allowing marketers to align their message with specific content genres. Genres serve as effective proxies for audience profiles, offering a workaround for precise targeting. A fitness brand sponsoring health and wellness content ensures contextual relevance and a genuine connection.

Profiling the TV viewership behavior of customers and identifying similar prospects is powerful. Lookalike modeling allows for precision expansion, as seen with an online fashion retailer targeting audiences mirroring the TV consumption patterns of their loyal customers.

Retargeting in CTV Advertising: Engaging the Interested Viewer

Retargeting in CTV advertising is a powerful strategy aimed at individuals who have previously interacted with your brand or website. This approach significantly enhances the likelihood of conversions by reaching an audience that has already shown interest in your products or services. Utilizing cookies, pixels, and tracking technology, 

 is executed on platforms like Roku or DV360, optionally combining various targeting options such as demographics, behavior, and frequency capping for maximum effectiveness.

 requires a well-prepared foundation. Ensuring that your website and other platforms are configured appropriately to collect and store data is crucial. Technological infrastructure must be in place to track and target users seamlessly. This strategy not only boosts brand reach by reconnecting with users but also serves as a versatile tool for promoting new products, offering special deals, and improving overall return on investment (ROI).

In mastering these CTV targeting strategies, advertisers can navigate the complexities of the advertising landscape with precision, ensuring that their campaigns resonate, engage, and drive impactful results.

CTV Strategy in Multi-Channel Integrated Marketing

Aligning campaigns on Connected TV (CTV) with broader marketing strategies is pivotal for shaping a unified customer journey, ensuring enduring impact and engagement. Employing an integrated marketing approach to CTV involves delivering a consistent brand experience across diverse channels, a critical element in captivating the multifaceted modern consumer. CTV takes center stage as a linchpin in this strategy, seamlessly blending traditional TV's influence with the digital realm's interactive dynamics.

Recognizing the synergies between CTV and traditional linear TV is foundational. Rather than being in competition, these channels function as potent allies, each contributing unique strengths. While linear TV commands extensive reach, capturing varied audiences, CTV provides a more personalized viewing encounter. Insights from our TV+ advertising platform underscore that 21% of the total time spent on Linear TV and ad-supported CTV marks a substantial and growing share. A more in-depth analysis reveals that 27% of households are exclusively accessible through ad-supported TV, highlighting the trend of cord-cutting. CTV stands out as an efficient channel for engaging a significant portion of the audience.

Seamless Integration with Overall Marketing Strategy

Realizing the full potential of CTV demands its seamless integration into broader marketing strategies. Crafting a cohesive messaging approach across channels ensures a resonant and consistent brand narrative. Applying the precision honed in social media campaigns to CTV targeting refines audience segmentation. Aligning overarching campaign objectives facilitates a holistic customer journey, seamlessly intertwining touchpoints across channels.

Creative Synergies and Cross-Channel Impact

Maximizing creative assets involves seamless integration across channels. Repurposing CTV creatives on platforms like social media amplifies the message, ensuring a coherent brand narrative and maximizing visibility. Harnessing user-generated videos from influencer channels for CTV creatives taps into authenticity while upholding a cohesive brand story. Integrating CTV with a social media strategy forges a more potent and cohesive brand presence, nurturing a robust connection with the audience.

Attribution and Media Mix Modeling Across Channels

Understanding CTV's impact within the broader marketing mix is central to effective attribution and media mix modeling. Embracing multi-touch attribution models and considering the cumulative impact of touchpoints across diverse channels provides a comprehensive perspective on the marketing ecosystem. Media mix modeling evaluates the collective influence of touchpoints, empowering marketers to make informed decisions about budget distribution and campaign optimization. This integrated approach acknowledges the interconnected nature of touchpoints, maximizing the impact of every channel in the marketing mix.

In essence, CTV emerges as a versatile and indispensable tool in modern marketing, seamlessly integrating into broader strategies. Recognizing its complementarity with linear TV, leveraging cross-device engagement capabilities, and tapping into creative synergies enable brands to unlock the full potential of CTV, establishing meaningful connections with their audience across myriad touchpoints.

Conclusion: Navigating the Future of Streaming with Precision

In conclusion, this comprehensive guide has unraveled the secrets of crafting an effective CTV strategy. Precision, adaptability, and a holistic approach are key elements for success in the evolving streaming landscape. As you embark on your streaming journey, let these insights guide you to new heights of visibility, engagement, and success. Connect with your audience seamlessly, making every touchpoint resonate with your brand's narrative. The future of streaming awaits, and with a well-crafted strategy, your brand can lead the way into this exciting frontier.

 for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. 

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.

Crafting a Winning CTV Strategy: A Comprehensive Guide

The Advertiser's Bill of Rights: Fostering CTV Transparency and Trust in Advertising

Crack the Code: Advertisers' Blueprint for CTV Inventory Triumph

As we find ourselves in the midst of autumn, the upcoming spring break may seem like a distant dream. However, in the world of advertising, preparation for the next season begins well before the first ray of spring sunshine warms the sand. So, let's dive right in and uncover the secrets of targeting college students during spring break.

Who's in the Spring Break Advertising Game?

When it comes to spring break, it's not just about sandy beaches and wild parties; it's also a prime season for advertisers to connect with college students. The excitement and anticipation of a break from academic routines make it the perfect time to catch the attention of this energetic and dynamic demographic.

The spring break advertising landscape is as diverse as the destinations college students flock to. While travel agencies and tourism boards are at the forefront, offering enticing getaway packages and promoting sought-after locations, other businesses also join the fray. Beverage companies are busy crafting tropical-inspired concoctions to quench the thirst of beachgoers. Swimwear brands ensure everyone looks stylish and ready for fun in the sun. However, the competition doesn't stop there. Spring break advertising encompasses a broad spectrum, with various brands and industries eager to make an impact.

So, why do these advertisers choose TV as their medium of choice for spring break campaigns? As spring break planning kicks into high gear, advertisers want to ensure their message reaches the right audience at the right time. TV advertising provides the reach and impact they need to capture the attention of college students who are not only dreaming of beach vacations but also looking for the perfect gear, outfits, and refreshments to make their spring break memorable.

College Student TV Viewership: Where Do They Surf?

Spring break advertisers are in for a wild ride as they navigate the choppy seas of college student TV viewership. To help steer their campaigns in the right direction, we have some interesting data that might be your compass.

Consider this: within the realm of college households, you'll find a unique landscape. With 5.43 million linear households and 6.84 million streaming households, there's a harmonious coexistence between the two.

But it's not just about the numbers; it's the composition that sets them apart. College households tend to be more extensive, with a distinct deviation from the national average. While single-member households represent 10% of the general population, they make up only 7.10% within college households, emphasizing the preference for shared living. Furthermore, college households comprising four or more members, which constitute 45% of the national population, rise to 47.3%, reflecting the communal nature of student living. Likewise, households with a size of three, representing 18% of the general populace, surge to 21.96% among college households. This distinctive household dynamic offers a rich tapestry for advertisers looking to engage this vibrant demographic.

Let's break it down even further: 14% of households are old-school, sticking solely to linear TV. Meanwhile, 31% have cut the cord and gone full-throttle into streaming. The majority, a whopping 55%, tread the waters of both linear and connected TV, dipping in and out as they please.


On average, this audience spends about 3 hours and 40 minutes daily glued to ad-supported linear and streaming TV. Of those 220 minutes, 78%, or 172 minutes, are devoted to linear TV, while 24%, or 48 minutes, are swaying towards ad-supported CTV. It's like a beachfront party with a mix of laid-back lounging and lively dancing.


But where do you find the college crowd amidst this TV fiesta? Linear TV still holds its charm, with 32.84% of college students frolicking in the waves of ABC, CBS, NBC, FOX, and ESPN. Yet, don't disregard the more budget-friendly options, as you can still spot significant numbers on other networks.


For the streaming enthusiasts among the college crowd, Paramount, Vizio, Samsung, Peacock, and Hulu are where the virtual beach party is at, with 59.17% of college students enjoying the virtual sun and surf.


Building the Ultimate Spring Break Campaign

Now that we've got the lay of the land, let's talk strategy. For the savvy advertisers planning their spring break advertising campaigns, we recommend a mix of linear and connected TV. Why? It's simple – you'll reach more of your strategic audience this way.

We did some scenario planning on a $500,000, $1 million, and $1.5 million budget, and the results are, dare I say, epic. Here's a table that paints a vivid picture of the possibilities:

Let's break this down further – imagine you have a budget of $1 million. If you go all-in on linear TV, you'd only reach 3.61 million college students. On the other hand, if you sail toward CTV, you'd hit 12.3 million. Now, here's the golden nugget: investing 15% in your linear TV buy and 85% in CTV would catapult you to reach 13.2 million college students. It's the perfect spring break cocktail – just the right mix of both.

Why Choose Simulmedia.com for Your Spring Break TV Campaign?

As you prepare to set sail on your spring break advertising adventure, we've saved the best for last. Simulmedia.com is your ultimate partner in planning, buying, measuring, and optimizing your next spring break TV campaign.

We understand the nuances of reaching college students on TV, and our data-backed insights can help you navigate the complex waters of TV advertising. Whether you're a spring break advertising veteran or a first-timer, we've got the expertise and tools to ensure your message lands right where it should – in the hearts and minds of the college-age audience.

And here's the exciting part - as a token of our commitment to your success, we're offering a 

. Want to get a taste of the invaluable insights we can provide for your TV campaign? Visit 

 and request your audit today. It's your opportunity to dive into the depths of data-driven TV advertising and discover how we can take your campaigns to new heights.

In conclusion, spring break advertising isn't just about beach parties and swimsuits; it's a strategic endeavor to capture the attention of college students who are transitioning from textbooks to beachfronts. By understanding the unique TV viewership patterns of this demographic and using the right mix of linear and CTV advertising, you can make a splash and ensure your spring break campaign is a hit. Don't miss out on the opportunity to explore the power of TV advertising with Simulmedia.com. Happy sailing!

As spring break planning kicks into high gear, advertisers want to ensure their message reaches the right audience at the right time. TV advertising provides the reach and impact they need to capture the attention of college students who are not only dreaming of beach vacations but also looking for the perfect gear, outfits, and refreshments to make their spring break memorable.

Unveiling Spring Break TV Advertising Secrets: Targeting College Student Viewership

Subscription fatigue has become a prevalent issue, thanks to a proliferation in CTV streaming services — a recent survey by Blue Label reveals that nearly 

 have canceled at least one service within the past year. To counter this trend, many consumers are turning to FAST (free ad-supported streaming TV) channels as a solution.

For CTV buyers, it's crucial to grasp the fundamentals of FAST channels before delving into 

. This post aims to shed light on what FAST channels are and how they operate, empowering you to make well-informed decisions and optimize your buying strategy.

FAST services are growing at an explosive rate — 

Samsung’s FAST platform streamed three billion hours in 2022 — up 100% from 2021

E.W. Scripps forecasted generated more than $100 million from its FAST challenges in 2022

TVRev forecasts FAST, combined with AVOD, will generate $43 billion in total domestic TV ad spending in 2027

Common FAST services include Pluto TV, Sling TV, Xumo, the Roku Channel and Peacock Channels. Take a look at Pluto TV's vast offering of FAST channels.

But what exactly are FASTs? The definition of the streaming service was once fairly simple. Unlike other streaming services,

FAST channels were the only video-on-demand model to have linear channels.
FASTs were ad-supported but did not charge a monthly subscription fee.

But the definition of FAST channels is evolving. Now, free and subscription services also offer linear channels. FASTs offer pre-programmed content, typically found exclusively on linear channels, but also offer on-demand content.

In other words, the line is blurry. A more straightforward way to distinguish one service from another is to think of FAST and SVOD as two key business models where services fall into one of two buckets.

How do you determine one from the other? If content is free to watch, it's a FAST service. Think of a business model where either linear or on-demand video content is free and ad-supported. If it's not free, it's an SVOD model — or a service that charges a recurring fee and includes ad-free or ad-supported content. TVRev’s diagram below illustrates this well.



FAST services initially served on-demand content, allowing viewers to choose and watch their favorite shows, movies, and videos at their preferred times.

However, an explosion of streaming services and on-demand content had become too much of a good thing. Subscription fatigue was on the rise. Viewers were inundated with hundreds of thousands of movies and series to choose from — and subscribing to multiple SVODs to access content had become cumbersome.

Pluto TV found a way to solve this. The FAST service was the first to introduce linear channels to its streaming service, catching the attention of advertisers and viewers.

Now, linear channels once only available on broadcast and cable TV could be accessed on-demand. It was a welcome change for viewers — rather than scroll through hundreds of series and movies; viewers could channel-surf just as they would on cable.

The result: a viewing experience that combines the familiarity of traditional cable TV with the advancements of modern streaming technology. Picture yourself enjoying live sporting events, up-to-the-minute news, or your favorite pre-recorded TV shows and movies from anywhere you desire, with only an internet connection and a compatible device like a smart TV, smartphone, or tablet needed.

The FAST ecosystem is anything but straightforward. Several players exist — and understanding who fits where can quickly become confusing. To better understand the playing field, check out the infographic below.

In the FAST ecosystem, movies stand out as the most viewed content category, as represented by the "movie cars." Dedicated movie channels include Hallmark and Popcorn Flix, which are directly identifiable on the race track.

However, the platforms (Pluto, Tubi, Peacock, Xumo) are positioned in the infield, the Fueling Platform area, rather than directly on the main race track. Yet, the movie channels they host are still present and can be recognized by their distinctive "green glow." Why? Many of the major platforms and device-makers in the FAST industry operate their own free streaming channels. These channels, being part of large vertically integrated media companies, tend to be highly popular and heavily watched by users on their respective platforms.

News, or the “news cruise,” comes in second — including ABC, CBS and NBC. Sports cars denotes the big players in the sports category. Lastly, the kid’s corner represents children’s programming, and has few players in the FAST arena.

Streaming/connected TV devices like Roku, Fire TV, and Samsung are grouped together in the Device Depot infield section. Note that these streaming devices, despite being part of the Device Depot infield, also have their own individual FAST channels or streaming platforms. To distinguish these channels or platforms associated with each device, they are denoted by their respective flags.

Who are the major players in the FAST landscape?

While several players in the FAST ecosystem exist, a handful are responsible for controlling what FAST content is shown and where.

Imagine turning on your Samsung smart TV. Immediately, the Samsung Smart Hub appears.

This interface is a coveted spot for players within the TV ecosystem. Why? Whoever controls the interface determines which apps and content can be displayed on the TV's screen. In other words, the company that controls the interface has considerable power over what content providers and respective apps are available to viewers, including FAST services.

There are two major players in control of the interface: OEMs and connected device manufacturers.

 (Original Equipment Manufacturer) refers to companies like Samsung, LG, and VIZIO that produce televisions with their own proprietary operating systems. FASTs owned by OEMs include Amazon Freevee, The Roku Channel, and Samsung TV Plus, to name a few.

are responsible for the dongles that provide wi-fi for streaming, like Roku, Amazon and Google. Like OEMs, device manufacturers control which apps appear on their TV interface.

Both parties have considerable control over FASTs because they decide which FAST apps appear on their interface and where.

As the name suggests, aggregators aggregate both linear and on-demand content from various sources. Take Pluto TV, which has over 250 channels, including a specially curated channel called "Totally Turtles," which allows viewers to stream episodes of the popular '90s show Teenage Mutant Ninja Turtles.

Single publisher apps offer content from a singular publisher, such as Cheddar.

Seems simple enough, right? Here’s where it gets tricky — many single publisher apps choose to license their content to various aggregators. Consequently, their content can appear in multiple forms, either as a linear channel or as part of a grouped collection within a linear channel or even as part of the aggregator's on-demand catalog.

Last, but not least, are the content providers who own the rights to certain video content. While providers sometimes distribute their content via their own apps, they typically license their content out to aggregators to reach a wider audience. Think of A+E, AMC series or Filmrise.

Take Stories by AMC, a FAST channel available on Xumo. While the cable network has a dedicated fan base thanks to the hit show 

, the network does not have the means to create its own streaming service. Rather, AMC licenses its content out to aggregators like Xumo to reach streamers on a larger scale.

What challenges do FAST advertisers face versus when they advertise on non-TV channels?

While FAST services are steadily growing in popularity, that’s not to say they’re without their flaws. Serving ads in the FAST ecosystem comes with several challenges, including:

Transparency is murky. In the world of streaming TV, content is delivered through various platforms and apps, each with its own infrastructure and architecture. Unlike websites with unique URLs, streaming platforms and apps typically do not have individual addresses corresponding to specific content or ad placements. As a result, advertisers face difficulties in precisely determining where their ads are being shown without a universal identification system.

The abundance of content libraries poses difficulties in accurately predicting and maintaining consistent viewership on an individual level. The situation becomes even more intricate with numerous vendors providing diverse programmatic options, particularly open programmatic. These vendors often operate independently and do not communicate with each other. As a result, viewers may encounter the same advertisement multiple times.

Disparity between digital and TV advertising: 

TV advertising often requires different data types, focusing on households and broader viewership metrics rather than individual-specific data used in digital advertising. Brands may need to adjust their data strategies and access new sources of information to target TV audiences effectively. In digital advertising, brands can use various data points and user-specific information to target individuals with personalized ads. On the other hand, TV advertising operates on a household-level or TV set-level basis, making it more challenging to target individual viewers with the same precision as digital advertising.

FAST platforms offer a remarkable chance for advertisers to connect with enthusiastic viewers who are deeply engaged with the content they love. But where do you begin?

Look no further than Simulmedia's TV+® platform! With over 250 direct integrations with networks and publishers, we empower advertisers to seamlessly plan, purchase, launch, and measure campaigns across FAST programming. Our cutting-edge technology optimizes ad strategies based on target audiences, programs, and platforms, ensuring a successful and predictable campaign outcome that aligns perfectly with your objectives.

It’s important to understand the basics behind FAST channels before you buy CTV inventory. We dive into what exactly FAST channels are and how they work.

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