In this webinar, Simulmedia's CEO, Dave Morgan, spoke with DPG Media Advertising about the challenges and opportunities advertisers can expert as the TV ecosystem transitions from linear to digital.

From Linear to Digital: A Look into the Evolving TV Ecosystem

Nothing drives viewership like sports, and with the rise of streaming TV, it’s a whole new ballgame. Just how important are sports to TV? Consider this: in 2022, 94 of the top 100 highest-rated programs were sports broadcasts! What will the future bring as more streamers get involved? How will the surge in sports betting shape the fortunes of teams, leagues and media partners? 

For answers to these and more burning questions, the Simulmedia Salon Series turned to special guest and 

, the former President of Turner, and a member of the 

 Hall of Fame. Below are highlights of the insights he shared with 

, CEO and Founder of Simulmedia, and the Salon attendees:

"There is no appointment viewing on entertainment anymore. I can't remember the last time anybody said, 'Oh, my god. I can't go out tonight, I have to go watch this show.' You go back seven years ago: there was no Peacock, there was no Paramount+, there was no HBO Max. And so where sports are being distributed, and the consumer habits, have completely changed, viewing habits have completely changed, and everything is portable now.

"The NFL and its first year on Amazon was a huge success. People say the ratings were down, but of course they're down --  it’s on a streaming service on a different platform that people aren't used to. It took me two weeks to figure out how to get the Fire Stick to work to get the NFL game on, but I did it, because I wanted to watch it. I also think the deal that MLS did with Apple is going to be unique.

"And I think the happiest person probably is [NBA commissioner] Adam Silver because he can now sit on the sidelines for two years and see how Amazon progresses and see how Apple progresses and see who’s going to go on with the other streaming services with the other media companies. But there's no doubt in my mind that he certainly has to play some role, because the next generation of fans are using streaming services."

"First of all, just for full disclosure, I am also the Chairman of the Board of a company called Genius Sports, which  basically buys the data live streaming rights from all the sports leagues, and then we repackage it and we sell it to sports books. So the reason why I disclose that is I really believe that sports books are either going to buy media companies, or media companies are going to buy sports books, or sports books are just going to create their own media companies. FanDuel is already out there with FanDuel TV. I think you're seeing a very strong aggressive move with DraftKings and their ownership of content.

"So ultimately ESPN is going to buy a sports book or create one of their own. That moment is when I think Disney will spin out the company, because I don't think it fits with the family-friendly brand. But right now, I think there's too too much positive cash flow with ESPN, so if I'm Disney, I want that under my books so I can build out the things I need to build out right now.

"Also, ESPN+ is in 27-28 million homes right now. It's not enough. Cable now is in 75 million homes paying $15-$20 a month for the entire ESPN portfolio. You do the math: it's a lot to give up and to shift over. So they still have to keep a lot of their quality high-end programming on ESPN. But as cord-cutting continues to happen and the number of homes gets down to 50 million, I think you're going to see a shifting of a lot of that programming out of ESPN and onto ESPN+. They may simulcast it first so it will be on both, and then the [MVPD] operators will yell and they'll take their $15 down to $12, but it's still 12 bucks. Then ultimately, all the programming will end up on ESPN+ and there'll still be programming on ESPN, but it will be much easier and safer to have the company spin out."

Will U.S. Media Companies Own Sports Teams?

"At Turner, we owned the Braves and we owned the Hawks for many years. I remember having this conversation with Ted Turner: I go, 'Why do you have the Atlanta Braves? What do you care about this baseball team?' He goes, 'I don't even like baseball.' I said, 'Okay, then why'd you buy the team?' He said, 'Because it's 125 games and I get three-and-a-half hours in primetime, that's a lot of programming I don't have to program for.' So he completely thought about it as a programming deal.

"Teams are hard to manage, I actually don't believe the leagues themselves want media companies to own teams anymore. I actually think the new nouveau buyers of teams now are going to be private equity companies, and you're starting to see it already."

"I think it boils down to two words: personalization and gamification. Let’s use sports betting for example: If every single person in the United States that could possibly bet on something did so, it would only be 8% of the country. It's not that big. People think, 'Oh, 50% of the country is going to be betting.' No, it’s 8%. Now, 8% is a good number if you think about how big our country is. So there may be a betting feed [for a game], but it's not going to be for everyone --  you're not going to put out an entire betting feed for the other 92% that doesn't want to watch gambling stuff. But there will be feeds and personalization for what you want, and gamification is already happening. I think you're already seeing it on Amazon. 

"When March Madness came to Turner, for the semi-finals and finals we actually had alternate telecasts with homies for the teams that were playing. So if Duke was playing Syracuse, we hired a bunch of Duke fanatic play-by-play guys and old Duke legends to be on the telecast in Syracuse. We did that on TNT and we had a Syracuse one on truTV, and on TBS was the normal Jim Nance broadcast. The Manning Brothers are the exact same thing -- it's just another feed. If you don't want to listen to the Manning Brothers, you don't have to, you can watch a great football game. But I think you're going to be able to have numerous feeds and sports betting is going to be one of them."

Creating Destination Programming With Sports

"It has to be authentic. You can't put A and B together if it's not authentic and it's not real and it doesn't have real brands on it -- it's not going to work. So when we did 

 at Turner in 2018, it was easy for me to understand it and create it. The two biggest names in golf were Tiger Woods and Phil Mickelson, and I knew television ratings were always 30% higher when they were on the leaderboard, so why not just take the higher 30% ratings, have them play against each other in a gambling match for $9-million bucks?

"It came easy. If you manufacture events and they're not easy to understand, you should probably not do it. As soon as I said 'pickleball with John McEnroe and Andre Agassi,' it worked. So Horizon Sports & Experiences is producing the 

 with Agassi, McEnore, Michael Chang and Andy Roddick competing for a $1 million purse at the Seminole Hard Rock Hotel & Casino in Hollywood, Florida on April 2, to be televised exclusively on ESPN."

"I was watching NFL football and college football all through the holidays; I had my kids and girlfriends and boyfriends all over at the house and every single one of them were on their phone doing parlays for $5 here, $5 there. Sports ratings are still growing because of engagement. If you bet on a game, you're 98% more likely to watch the game. If you're going to watch the game, you're engaged. If you're engaged, you spend more time watching. One of the Nielsen rankings, as you get ratings, is time spent viewing. So if you spend a little more time watching, ratings are going to go up. If ratings go up, advertising goes up. If advertising goes up, media rights go up. If media rights go up, franchise values go up. All from a $5 bet."

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

Discover the future of sports and streaming from media all-star David Levy, who joined the Simulmedia Salon to discuss the impact of betting, how to create fan engagement, the growth of destination programming and more.

Why Sports Programming Is a Safe Bet for Streaming's Future

When it comes to sustainability, Gen Z is a powerhouse in championing the cause — research from Morning Consult shows that Zoomers value sustainability when choosing a brand, above all other generations.

Earth Day is the perfect opportunity for brands looking to resonate and connect with environmentally-conscious and younger generations. The best way to go about creating a campaign for the holiday? 

: a cost-effective solution for reaching audiences with laser-like precision at scale. In this blog, we’ll explore the benefits of CTV advertising for reaching these demographics and why it works so well for creating effective and engaging campaigns.

The Challenge for Advertisers This Earth Day

From sustainable business practices to cruelty-free certifications, today’s consumers want to buy from brands that align with their values.

Keeping all of this in mind, it’s not surprising that industries with a direct influence on the environment have leveraged the holiday to connect with those who care about going green, including:

Environmental organizations and non-profits, who may use the occasion to raise awareness about environmental issues and encourage people to take action to protect the planet.

Consumer goods companies, such as clothing and shoe manufacturers, who may promote their environmentally friendly products and practices.

Automotive and transportation companies, who may advertise electric and hybrid cars, and promote carpooling, public transportation, and bike-sharing.

Energy companies, who may advertise their renewable energy sources and energy-efficient products, such as solar panels and wind turbines.

Food and agriculture companies, who may advertise their organic and sustainable farming practices.

The issue? The increasingly fragmented, multi-channel landscape that now exists. Brands have a plethora of options when it comes to targeting and reaching consumers, from traditional television to streaming services to even gaming consoles. With so many devices, channels and platforms competing for consumers' attention, though, it can be difficult to determine what platforms work best.

In the same vein, with the shift of media consumption, advertisers face the challenge of creating ads that will work well on both traditional television and digital platforms, as more and more people consume content online. This requires a different approach to ad creation and targeting, as well as different metrics for measuring success.

What’s a marketer to do? This leads us to our next point.

Younger, Eco-Friendly Consumers Are Watching Streaming TV Ads

Streaming is now the single most popular channel for TV consumption in the U.S., according to Nielsen, attracting more viewers than not only traditional broadcast and cable, but also more time spent than social media, gaming and music. And when it comes to advertising, adults in the U.S. pay more attention to streaming TV than another media channel, 

 found, thanks to the full-screen presentation, immersive experiences and non-skippable ad formats.

How CTV and Streaming Advertising Can Help Advertisers Reach The Right Audience

Streaming and Connected Television (CTV) advertising

 combines the reach of traditional television with the targeting capabilities of digital advertising, allowing advertisers to reach a large and diverse audience with a high level of precision and efficiency.

What’s more, streaming and CTV offer advertisers specific capabilities that are superior to other media, such as addressable targeting, deterministic measurement, campaign flexibility and speed, performance-led optimizations, cost-effectiveness and audience engagement. And when it comes to return on investment, streaming TV delivers a 30% higher ROI than all other marketing channels, including digital video, digital display, paid search and social, according to Analytics Partners. Streaming and CTV advertising can also provide a more premium, safe environment for brands, which can help build trust and credibility with potential customers.

How CTV and Streaming Advertising Complements Existing Digital and Social Strategies

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys for the holiday. By using a 

, brands can reach potential customers through a variety of platforms, increasing the chances of their message being seen. Additionally, CTV advertising can provide measurable results, allowing advertisers to track the effectiveness of their campaigns and adjust them as needed, making the most of their advertising budget.

Simulmedia’s Unique CTV Advertising Solution for Earth Day

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help this Earth Day:

Our technology allows us to build your audience target by who they are, how they’re watching and what they’re watching so we can confidently reach them at the most high-engagement, high-attention moments and at the most efficient cost.

Our direct integrations with virtually every ad-supported streaming service, publisher and app  – plus every linear network and channel – allows us to place your ads in premium, brand-safe environments with full transparency into where you’re running.

To ensure maximum results with minimal waste, we deduplicate audiences and 

 across ad-supported streaming services so you’re not overdelivering your message to the same viewers.

Our team of experts and TV veterans manage all aspects of your campaign from start to finish.

We provide more granular measurement of the KPIs that matter to you than you’ve ever enjoyed before while our dedicated Simulmedia team optimizes your campaign for continuous improvement throughout your flight.

In conclusion, as a marketer, CTV advertising should definitely be considered as part of your Earth Day advertising strategy. It offers a wide range of benefits, including precise targeting, engaging ad experiences, and measurable results. Plus, it can effectively complement your existing online, social or digital advertising strategy or media buys. By using CTV in conjunction with other channels, you can create a more cohesive and consistent brand message across all channels and reach your target audience in a more effective way.

Connecting with Conscious Consumers: How CTV Advertising Can Help Your Earth Day Campaign

As the weather gets warmer, suncare, skincare and beauty brands are primed to capitalize on the season. Seasonality is a key trend for these industries, and the summer is especially critical, given that women across ages, as well as a growing group of men, are looking to purchase beauty and personal care products that beat the heat.

An evolution in beauty trends, economic tradewinds and more have thrown a curveball at advertisers looking to reach these demographics. Enter 

: a cost-effective solution for reaching audiences with laser-like precision at scale. In this blog, we’ll explore the benefits of CTV advertising for the season and why it works so well for creating effective and engaging campaigns.

The Challenge for Advertisers This Summer Season

From vegan ingredients to cruelty-free certifications, today’s beauty connoisseur wants products they know won’t harm their skin — or the environment. At the same time, lipstick spending, or the desire to splurge on small indulgences during recessions, has kept buyers’ interest in these goods piqued.

Keeping all of this in mind, it’s not surprising that beauty spending continues to rise, despite economic downturns elsewhere — reports show makeup sales up 20% in the first half of 2022, for instance. In other words, beauty and personal care brands remain cautious, yet optimistic — prompting advertisers to seek out cost-effective options to reach their key demographics.

Beauty Buyers Are Watching Streaming TV Ads

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys for the summer reason. By using a 

Simulmedia’s Unique CTV Advertising Solution for this Graduation Season

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help this season:

In conclusion, as a marketer, CTV advertising should definitely be considered as part of your summer season advertising strategy. It offers a wide range of benefits, including precise targeting, engaging ad experiences, and measurable results. Plus, it can effectively complement your existing online, social or digital advertising strategy or media buys. By using CTV in conjunction with other channels, you can create a more cohesive and consistent brand message across all channels and reach your target audience in a more effective way.

Summer is the Season for Beauty Brands to Shine with CTV Advertising

With college graduation fast approaching, consumers are gearing up to celebrate the college grads in their lives. A look at the numbers is telling — the NRF’s latest report forecasted nearly 6 billion spent on apparel, electronics and other gifts during the season.

To make the most of the occasion, brands and advertisers must find the best way to reach these shoppers, namely 

. In this blog, we’ll explore the benefits of CTV advertising for the seasonal trend and how it can help you create effective and engaging campaigns.

The Challenge for Advertisers This Graduation Season

A successful campaign for the graduation season does not come without challenges. Take the high cost of advertising during this holiday, for instance. Competition for ad space across industries, from CPG brands to travel and leisure to moving companies, drives up prices, making it difficult for smaller companies or those with limited budgets to effectively reach their target audiences.

Additionally, with so many companies and brands vying for consumers' attention, it can be hard to reach the right target audience, hence a lot of ads might be seen by the wrong target audience and not generate the desired results. This can make it difficult for advertisers to effectively reach their target audiences and achieve their desired results.

Gift Givers Are Watching Streaming TV Ads

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys for Valentine's Day. By using a 

In conclusion, as a marketer, CTV advertising should definitely be considered as part of your graduation season advertising strategy. It offers a wide range of benefits, including precise targeting, engaging ad experiences, and measurable results. Plus, it can effectively complement your existing online, social or digital advertising strategy or media buys. By using CTV in conjunction with other channels, you can create a more cohesive and consistent brand message across all channels and reach your target audience in a more effective way. 

From Campus to Career: How CTV Advertising Can Help You Connect with College Graduates

From spa outings to brunch reservations and more, consumers are eager to splurge on gifts for Mother’s Day. A look at the numbers is telling. The NRF’s latest report forecasted a staggering $31.7 billion spent on the holiday — a stark increase from the prior year.

To make the most of the holiday, brands and advertisers must find the best way to reach these shoppers, namely 

. In this blog, we’ll explore the benefits of CTV advertising for the seasonal trend and how it can help you create effective and engaging campaigns for a memorable Mother’s Day.

The Challenge for Advertisers During Mother’s Day

Because Mother's Day is a widely recognized holiday, competition among advertisers is steep. This, in turn, continues to drive up prices, making it difficult for smaller companies or those with limited budgets to effectively reach Mother’s Day shoppers.

Another issue stems from the increasingly fragmented, multi-channel landscape that now exists. Brands have a plethora of options when it comes to targeting and reaching consumers, from traditional television to streaming services to even gaming consoles. With so many devices, channels and platforms competing for consumers' attention, though, it can be difficult to determine what platforms work best.

Mother’s Day Shoppers Are Watching Streaming TV Ads

Streaming in Style: How CTV and Streaming Advertising Optimize Your Campaigns

What’s more, streaming and CTV offer advertisers specific capabilities that are superior to other media, such as addressable targeting, deterministic measurement, campaign flexibility and speed, performance-led optimizations, cost-effectiveness and audience engagement.

And when it comes to return on investment, streaming TV delivers a 30% higher ROI than all other marketing channels, including digital video, digital display, paid search and social, according to Analytics Partners. Streaming and CTV advertising can also provide a more premium, safe environment for brands, which can help build trust and credibility with potential customers.

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys for Mother’s Day. By using a 

TV that Connects to the Heart: Simulmedia’s Unique CTV Advertising Solution for Mother’s Day

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help you create campaigns that reach your shopperes:

Our direct integrations with virtually every ad-supported streaming service, publisher and app – plus every linear network and channel – allows us to place your ads in premium, brand-safe environments with full transparency into where you’re running.

We provide more granular measurement of the KPIs that matter to you than you’ve ever enjoyed before while our dedicated Simulmedia team optimizes your campaign for continuous improvement throughout your flight. 

In conclusion, as a marketer, CTV advertising should definitely be considered as part of your advertising strategy if it’s Mother’s Day shoppers you’re trying to reach. Use this strategy by itself or in conjunction with other channels to create a more cohesive and consistent brand message and reach your target audience in a more effective way. 

Discover how to effectively reach moms on Mother's Day through connected TV advertising. Learn about targeting options, creative best practices, and more in our blog.

Connected TV: The Mother of All Advertising for Mother's Day

Whether it’s during Women’s History Month in March or all year long, female consumers are a significant and growing market segment that brands, advertisers and marketers cannot afford to ignore – a segment that represents up to $15 trillion in buying power, according to Nielsen.

However, to successfully engage with female consumers, it's essential to understand their unique consumption habits, preferences, and values. One of the most effective ways to reach this demographic is through 

 advertising. In this article, we will explore how advertisers, brands, and marketers can and should use CTV and streaming advertising to communicate, reach, and advertise to female consumers in the United States.

Strategies for Tapping Into the Purchasing Power of Female Consumers

In addition to prioritizing inclusion in marketing and advertising efforts, there are several strategies that brands, marketers, and advertisers can use to effectively reach and engage the women’s consumer market.

One effective strategy is to use targeted marketing and advertising. This means creating campaigns and advertising that are specifically tailored to the female consumer market. For example, brands can use targeted advertising on social media platforms to reach specific segments of the female population, such as millennial women.

Another effective strategy is to sponsor and participate in events and initiatives that are important to the women communities. Gen Z is increasingly drawn to authenticity, and campaigns with a focus on empowerment and change are likely to resonate with younger women. For example, brands can sponsor and participate in events such as the Women in Film Crystal + Lucy Awards and the Women’s Media Awards, which are highly visible and respected within the female community.

Finally, brands, marketers, and advertisers can also use cause-related marketing to connect with the female consumer market. This means creating campaigns and advertising that support a cause or issue that is important to the female community, such as gender equality or economic empowerment.

, women make up a sizable audience — research shows 56% of the streaming TV audience is women, compared to 47% of men. With this demographic more tuned into 

, than ever before, businesses can reach female consumers through targeted advertising on streaming platforms.

How CTV and Streaming Advertising Can Reach Women

To effectively reach female consumers through CTV and streaming advertising, businesses must understand and respect their unique consumption habits, preferences, and values. Here are a few tips for how businesses can effectively engage with women through CTV and streaming advertising:

 Women are more likely to respond to advertising that is inclusive and representative across ages, ethnicities and lifestyles. In fact, Nielsen's Attitudes on Representation on TV study found that 48% of viewers are more likely to buy from brands that feature someone from their identity group in advertisements, and a study by executive director of San Diego State University’s Center found that streaming shows have more major female characters than traditional television.

 CTV and streaming platforms offer businesses the ability to target specific demographics, such as female consumers, through data-driven targeting. This allows businesses to reach female consumers in a more targeted and effective way.

 Women are investing in their future more than ever before, with college enrollment and career-seeking rising year over year. Campaigns and products that empower women in their drive to learn, succeed and invest are likely to resonate with this demographic.

The Advantages of CTV Advertising for Reaching Women

While online advertising can be targeted to specific demographics, it's limited to people who are actively browsing digital or social platforms. Plus, ad-blocking software has become increasingly popular among consumers, which can make online advertising less effective.

CTV advertising, on the other hand, reaches viewers who are watching streaming services as well as the streaming apps associated with linear networks, making it a more effective way to reach potential customers.

Streaming and CTV Advertising: A Cost-Effective Solution for Marketers

Streaming and CTV offer marketers specific capabilities that are superior to other media, such as addressable targeting, deterministic measurement, campaign flexibility and speed, performance-led optimizations, cost-effectiveness and audience engagement. And when it comes to return on investment, streaming TV delivers a 30% higher ROI than all other marketing channels, including digital video, digital display, paid search and social, according to Analytics Partners. Streaming and CTV advertising can also provide a more premium, safe environment for brands, which can help build trust and credibility with potential customers.

How CTV Advertising Complements Existing Digital and Social Strategies

Streaming and CTV advertising can be a cost-effective complement to a marketer’s existing online, social, or digital advertising strategy. By using a multichannel approach, tax preparation services can reach potential customers through a variety of platforms, increasing the chances of their message being seen. Additionally, CTV advertising can provide measurable results, allowing advertisers to track the effectiveness of their campaigns and adjust them as needed, making the most of their advertising budget.

Simulmedia’s Unique CTV Advertising Solution for Marketers

 is the only streaming TV advertising platform designed to prioritize a marketer’s needs. Here’s how we can help this tax season:

Our technology allows us to build your audience target by who they are, how they’re watching and what they’re watching so we can confidently reach them at the most high-engagement, high-attention moments and at the most efficient cost both nationally or by county, state, DMA or region.

To ensure maximum results with minimal waste, we deduplicate audiences and manage frequency across ad-supported streaming services so you’re not overdelivering your message to the same viewers.

Streaming and CTV Advertising: The Key to Success With Female Audiences

By developing culturally relevant and authentic advertising, prioritizing diversity and inclusivity, leveraging data and targeting, and aligning with female consumer's values, brands and marketers can effectively connect with female consumers through CTV and streaming platforms. It is crucial for businesses to understand the unique consumption habits, preferences and values of female consumers to create relevant and effective campaigns. As female consumers continue to be early adopters of technology and spend more time on streaming services, businesses that prioritize CTV and streaming advertising will be well positioned to tap into this significant and growing market segment, and to build long-lasting relationships with female consumers.

Unlock the power of CTV advertising to connect with female audiences. Learn how this platform can help you reach women viewers and drive conversions.

Unlock the Power of CTV and Streaming Advertising to Connect with Female Viewers

The NFL championship is the perfect opportunity for advertisers, from consumer goods like Pepsi to tech companies like Apple and more, to reach football fanatics. Adweek reported over 150 million viewers across traditional television and streaming platforms for last year’s Super Bowl Sunday, as well as a staggering 2.39 billion verified household ad impressions in just 216 minutes.

The Challenge for Advertisers This Super Bowl

A spot during the big game can be costly. Competition for ad space continues to drive up prices, making it difficult for smaller companies or those with limited budgets to effectively reach their target audiences. Fox News, for instance, reported several ad spots exceeding $7 million for the Super Bowl in 2022.

Lastly, with the shift of media consumption, advertisers face the challenge of creating ads that will work well on both traditional television and digital platforms, as more and more people consume content online. This requires a different approach to ad creation and targeting, as well as different metrics for measuring success.

While sports like the NFL continue to attract massive amounts of eyeballs to linear TV, streaming is now the single most popular channel for TV consumption in the U.S. overall, according to Nielsen. It attracts more viewers than not only traditional broadcast and cable, but also more time spent than social media, gaming and music. And when it comes to advertising, adults in the U.S. pay more attention to 

How CTV and Streaming Advertising Can Help Advertisers Reach Fans Beyond the Super Bowl

 advertising combines the reach of traditional television with the targeting capabilities of digital advertising, allowing advertisers to reach a large and diverse audience with a high level of precision and efficiency.

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys aimed at football fans and other viewers of the big game. By using a 

Simulmedia’s Unique CTV Advertising Solution for the Big Game

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help you create campaigns that reach your audience — whether it’s before, during or after the big game:

Our direct integrations with virtually every ad-supported streaming service, publisher and app (plus every linear network and channel) allows us to place your ads in premium, brand-safe environments with full transparency into where you’re running – including specific high-visibility programming related to the Super Bowl.

In conclusion, as a marketer, CTV advertising should definitely be considered as part of your advertising strategy if it’s sports fans you’re trying to reach. Use this strategy by itself or in conjunction with other channels to create a more cohesive and consistent brand message and reach your target audience in a more effective way.

The Big Game: How to Score a Touchdown With CTV Advertising

After two years of global pandemic-induced conditions, concerns and emergency restrictions and regulations that severely impacted airlines, hotels and tourism programs, the travel industry surged back in 2022. Bookings increased across sub sectors with consumers unleashing their pent-up travel fever — and the money they saved in 2020 and 2021 — on everything from cruises to theme parks to luxury vacations and more.

The UN World Tourism Organization reported that more than 900 million tourists made foreign trips in 2022, representing 63% of pre-pandemic levels but a 97% increase from 2021. According to Morningstar, November’s air passenger count was at 95% of 2019′s level, while occupancy levels across the hotels and cruise lines rose to 75% on average in the third quarter of 2022, a roughly 20-point increase from the year-ago period.

Now, of course, the macroeconomic environment has moved into recession-like conditions for Americans, which will obviously impact discretionary spending. As Bloomberg reported, a January 2023 sentiment survey from tourism market researcher Longwoods International found that half of American travelers say concerns over their financial situation will impact travel decisions in the coming six months. However, in spite of economic concerns, nine out of 10 American travelers in the Longwoods survey still say they have plans to travel within six months.

 is now the single most popular channel for TV consumption in the U.S., according to Nielsen, attracting more viewers than not only traditional broadcast and cable, but also more time spent than social media, gaming and music. And when it comes to advertising, adults in the U.S. pay more attention to streaming TV than another media channel, 

Reaching the Right Customers: The Advantages of CTV Advertising for Travel Marketers

While online advertising can be targeted to specific demographics, it's limited to people who are actively browsing digital or social platforms. Plus, ad-blocking software has become increasingly popular among consumers, which can make online advertising less effective. 

 advertising, on the other hand, reaches viewers who are watching streaming services as well as the streaming apps associated with linear networks, making it a more effective way to reach potential customers.

Streaming and CTV Advertising: A Cost-Effective Solution for Travel Marketers

Streaming and CTV offer travel marketers specific capabilities that are superior to other media, such as addressable targeting, deterministic measurement, campaign flexibility and speed, performance-led optimizations, cost-effectiveness and audience engagement. And when it comes to return on investment, streaming TV delivers a 30% higher ROI than all other marketing channels, including digital video, digital display, paid search and social, according to Analytics Partners. Streaming and CTV advertising can also provide a more premium, safe environment for brands, which can help build trust and credibility with potential customers.

Streaming and CTV advertising can be a cost-effective complement to a travel marketer's existing online, social, or digital advertising strategy. By using a multichannel approach, travel brands and companies can reach potential customers through a variety of platforms, increasing the chances of their message being seen. Additionally, CTV advertising can provide measurable results, allowing advertisers to track the effectiveness of their campaigns and adjust them as needed, making the most of their advertising budget.

The Need for Flexibility & Speed in Travel Marketing

From cruises to theme parks, travelers are making plans last-minute like never before, requiring similar agility on the part of marketers looking to take advantage of consumer demand and account for changes in economic conditions and shifts in public health guidance. Travel advertisers will need to be more proactive and nimbler in their strategies based on market conditions and other unforeseen needs, and have a solution to get their streaming campaigns live in a matter of days or even hours – not weeks.

Going Beyond Traditional Travel Marketing Targets

Going beyond traditional target audiences in the travel industry using streaming/CTV advertising can provide several benefits for travel marketers and advertisers. CTV advertising allows for more targeted and personalized advertising, which can result in higher engagement and conversion rates. Additionally, CTV advertising allows for more accurate measurement of ad performance, providing insights into which segments of the audience are most responsive to the advertising. This can lead to more efficient use of marketing budgets and better ROI. Furthermore, CTV advertising can also help travel marketers and advertisers reach new, untapped audiences that may not have been reachable through traditional advertising methods.

Simulmedia’s Unique CTV Advertising Solution for Travel Marketers

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help travel marketers create campaigns that reach your audience — no matter their destination:

Streaming to Success: How CTV Advertising Can Help Travel Marketers Reach the Right Audience

In conclusion, as the travel industry continues to grapple with economic turbulence in 2023, travel marketers must adapt to the changing landscape and find new ways to reach potential customers. One effective solution is streaming and CTV advertising, which offers a range of benefits such as addressable targeting, deterministic measurement, campaign flexibility and speed, performance-led optimizations, cost-effectiveness and audience engagement. With a 30% higher ROI than other marketing channels, streaming and CTV advertising is a cost-effective way to reach potential customers and build trust and credibility with them. And when used in conjunction with existing digital and social strategies, CTV advertising can help travel marketers reach their target audience and make the most of their advertising budget.

 playbook for an in-depth look at the current state of the industry and how advertisers can engage potential travelers no matter where they’re watching.

Learn how streaming and CTV advertising can help boost your travel business by reaching potential customers through addressable targeting, deterministic measurement, and campaign flexibility, resulting in higher ROI than other marketing channels.

Journey to Success: How Streaming and CTV Advertising Can Help Travel Marketers

While TV ratings for Hollywood’s biggest night have not been as awards-worthy in recent years as they were pre-pandemic, the March showcase for the best movies, performers and filmmakers of the year continue to be golden for ad sales. In 2021, ABC sold out its inventory for the Academy Awards, with brands spending an estimated $2 million for each 30-second spot, according to 

. In 2022, the telecast similarly sold out all 60 available commercial slots, reported 

So where does that leave advertisers from categories such as luxury, fashion, automotive, skincare, consumer technology, travel, financial services and entertainment who want to reach Oscar viewers outside of the show itself? Let’s open the envelope and find out!

Hollywood’s Biggest Fans Are Watching Streaming TV Ads

 is now the single most popular channel for TV consumption in the U.S. overall, according to Nielsen. It attracts more viewers than not only traditional broadcast and cable, but also more time spent than social media, gaming and music. And when it comes to advertising, adults in the U.S. pay more attention to streaming TV than another media channel, 

found, thanks to the full-screen presentation, immersive experiences and non-skippable ad formats.

How Streaming Advertising Can Help Advertisers Reach Award Show Viewers

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys targeting Hollywood awards viewers. By using a multichannel approach, brands can reach consumers through a variety of platforms, increasing the chances of their message being seen. Additionally, CTV advertising can provide measurable results, allowing advertisers to track the effectiveness of their campaigns and adjust them as needed, making the most of their advertising budget.


Simulmedia’s Unique CTV Advertising Solution for Starry-Eyed Fans

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help you create campaigns that reach your audience — whether it’s before, during or after Hollywood’s biggest night:

Our direct integrations with virtually every ad-supported streaming service, publisher and app (plus every linear network and channel) allows us to place your ads in premium, brand-safe environments with full transparency into where you’re running – including specific high-visibility programming related to the Academy Awards.

In conclusion, brands, products, and services can use CTV and streaming TV advertising to reach likely viewers of the Academy Awards telecast without advertising during the show itself. With the right ad planning, buying and activation partner, brands can increase the chances of their ads being seen by their target audience. Furthermore, by using data and analytics, brands can track the success of their CTV and streaming TV advertising to make adjustments and improve the effectiveness of their campaigns, resulting in a Hollywood ending.

Want to reach fans of Hollywood's biggest night, the Oscars? Learn how CTV advertising can help you target the Academy Awards audience. Discover the benefits and capabilities of streaming and cross-channel TV to make the most of your budget.

Golden Opportunity: How to Reach Hollywood’s Biggest Fans With CTV Advertising

TV advertising blog with the latest information, news, analysis and trends about linear television, CTV, media buying, measurement, and more.

{% video_embed https://youtu.be/dnpwDrP5DOE %}

Radha Subramanyam (Chief Research & Analytics Officer at CBS) and host Matt Collins (SVP, Marketing at Simulmedia) reveal the high cost of audience fragmentation, and the imbalance of too little reach and too much frequency that can doom TV media plans, as well as what brands can do to optimize their approach.

This article originally appeared on MediaPost.

Direct-to-consumer brands are masters of making news. They create conversations tuned to the zeitgeist, like ThirdLove’s transgender models reshaping Victoria’s Secret’s contrived fantasy. They go viral on their audience’s favorite channel, like Dollar Shave Club’s pithy YouTube debut. They pursue policies that challenge norms, like Everlane’s ethical factories in an industry known for opaque supply chains.

D2C brands' news coverage attracts consumers to their products, but is that enough to sustain their growth?

Most consumers, especially light users who generate much of any brand’s demand, are “polygamous,” to cite author and marketing professor Byron Sharp’s descriptor, meaning they switch between a few competing brands based on price and availability.

No brand’s growth can be sustained by a small-scale community of deeply loyal users. Growth depends on a mass of polygamous users, necessitating mass reach marketing for customer acquisition.

Fortunately, D2C brands are made for mass reach marketing. Their savvy for turning owned, earned and paid media into news heightens their memorability. In addition, their digital storefronts feature endless aisles, offering broad distribution and efficient product discovery.

D2C consumers now choose between Saatva, Leesa, Purple, Nectar and Casper mattresses, for instance, making it crucial for each brand to remain top-of-mind.

This competition for mindshare induces a game of media one-upmanship, contributing to rising CPMs on Facebook and spurring questions for brands like: How do I create lasting impressions in a market full of new and established competitors? How can I convert my brand’s memorability into user growth?

One answer is TV. The sight, sound and motion of TV ads reinforce a brand’s story better than any other medium. TV is an essential channel for customer acquisition and competitive differentiation. Consider these stats:

-- TV penetrates nearly 120 million households, comprising over 95% of the U.S. population. By comparison, 76% of suburbanites, 73% of urban dwellers, and 63% of those in rural areas are home broadband users, according to Pew Research.

For smartphone usage, the numbers are marginally better: 79% of suburbanites, 77% of urban dwellers, and 67% of those in rural areas own a smartphone.

In other words, a significant portion of the U.S. is shut out of digital advertising.

The sight, sound and motion of TV ads reinforce a brand’s story better than any other medium. TV is an essential channel for customer acquisition and competitive differentiation.

-- People watch a lot of TV. People watch more TV than the cumulative amount of time adults 18+ spend on their phones, tablets, and PCs every day. Even millennials (ages 18-34) watch roughly 3 hours of linear TV a day, more than they cumulatively spend eating, shopping, and using social media.

D2Cs create value as their brands become status symbols and their products, often mixing the premium with the everyday, harness the visual rhetoric of Instagram’s Feed.

Given their need and prowess for mass reach marketing, D2Cs’ brand campaigns are their greatest assets, even more essential than patented physical products. Their growth, however, can’t depend on a few loyal consumers who prioritize committed relationships with brands over price and availability. Most consumers are polygamous, necessitating mass reach marketing to grow. TV, the highest performing mass reach medium, is crucial to growth.

Solving For Polygamy: Brand Loyalty In D2C Economy

Simulmedia recently aired its first-ever livestream in a show we’re calling Simulmedia Live. We’ve designed this program to help brands and agencies get smarter about the fast-changing premium video advertising ecosystem. Here, we summarize and share clips from our first episode.

Though Simulmedia provides end-to-end solutions for TV advertisers, we decided to focus on what many consider the end of that process first: attribution. Specifically, we talked about the three things brands and their agencies should ask their TV attribution providers.

Simulmedia provides end-to-end solutions for TV advertisers, we decided to focus on what many consider the end of that process first: attribution. Specifically, we talked about the three things brands and their agencies should ask their TV attribution providers.

Three Questions To Ask Your TV Attribution Provider

On-demand webinar features Radha Subramanyam (Chief Research & Analytics Officer at CBS) and Matt Collins (SVP, Marketing at Simulmedia) as they reveal the imbalance of not enough reach and too much frequency in TV advertising and explore what advertisers can do to avoid it.

How to Make Every TV Ad Impression Count: CBS and Simulmedia Webinar

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