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

Social and Economic Trends Impacting Millennials

Understanding millennials is like deciphering a complex code. According to 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Budget Strategies for Effective TV Advertising

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

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

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

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

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

Reaching More Millennials Requires Technology

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

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

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

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

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

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

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

Reaching Millennials on TV: Navigating Trends and Strategies for 2024

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

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

 optimize the effectiveness of traditional linear TV campaigns.

What is Incremental Lift Measurement and why it matters

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

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

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

Inability to Account for External Factors: 

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

Over-reliance on Short-term Data Spikes: 

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

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

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

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

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

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

Benefits of Incremental Lift Studies for Linear TV

 enhance the effectiveness of TV advertising campaigns in several ways:

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

Purpose-built Synthetic Control Group for TV: 

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

Merging Linear TV Reach with Digital Attribution: 

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

Confident Measurement of Incrementality Across Web Outcomes: 

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

Identification of Incrementality Parameters: 

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

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

Unlocking the power of Incremental Lift Studies for Linear TV

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

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

Share target metrics with your client success manager.

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

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

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

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

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

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

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

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

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

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

Unveiling the mechanics: How Incremental Lift Studies work

Curious about the inner workings of Simulmedia's 

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

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

Step 2: Creating the Synthetic Control Group.

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

Step 3: Ensuring Statistical Representativeness.

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

Step 4: Running Deterministic Attribution.

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

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

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

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

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

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

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

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

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

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

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

Measure the true impact of TV with incremental lift measurement

In today's fast-paced advertising landscape, we've transitioned from traditional analog and broadcast media to the dynamic world of digital advertising through connected television. This shift to CTV marketing offers great benefits, such as precise targeting, increased interaction, and personalized messaging. Yet, when it comes to CTV Measurement, one critical aspect remains unclear: transparency. The core idea of digital advertising was always to give advertisers a clear view of who saw their ads and how effective they were. Sadly, the reality in connected television hasn't met our expectations.

CTV advertising has had its share of challenges, from dealing with bots to inconsistent measurement methods and a lack of industry standards. This has made it tough to accurately measure how many people watch our ads and how to measure the return on our investment. In the early days of digital advertising, the focus was mainly on driving incremental reach, especially as people cut the cord. We didn't worry much about fraudulent activity because all that mattered was scaling their CTV programs amid scarce inventory and keeping costs in check. But things have changed. Today, with the rise of streaming consumption, connected TV has become a significant part of TV budgets. We're now witnessing a major merging of budgets between traditional TV and digital.

This convergence highlights a significant problem – the transparency that was a given in the broadcast and cable industry is now notably absent in the digital realm. In the world of connected TV, transparency challenges extend beyond different channels; they also encompass major platforms like Google, Amazon, and Disney, where a substantial portion of viewing occurs behind their walls.

To address this, Simulmedia and other industry leaders have been discussing what should be the standard for transparency as traditional TV and connected TV converge. Simulmedia is proud to introduce the "

Advertisers' Bill of Rights for Transparency in Streaming and Linear TV

." At its core, this bill of rights is founded on the belief that a lack of transparency across the streaming and linear TV advertising ecosystem erodes trust, accountability, and the efficiency of the medium.

 empowers advertisers with the information they need to thrive in today's complex media landscape. We firmly support advertisers' fundamental rights to transparency, giving them the information needed to foster trust and ensure a thriving advertising environment. We are convinced that full transparency benefits everyone involved, especially in the long run, from publishers and advertisers to consumers. It promotes clear communication, accountability, and, most importantly, enhances the effectiveness and trustworthiness of advertising partnerships.

To foster greater transparency, trust, and accountability in the advertising industry, the 

Advertiser's Bill of Rights for Transparency

 establishes baseline principles advertisers should expect and demand from media partners. This bill of rights is meant as a starting point to drive an industry-wide conversation and evolve best practices, not as an exhaustive or fully complete list.

The right to know where ads appear - the specific programs, networks, services, and apps.

The right to know what devices ads are viewed on - TVs, phones, etc.

The right to understand how ad targeting and measurement works, including data sources and methodologies.

The right to accredited third-party measurement for ad campaigns.

The right to verify ads are viewed by real humans, not bots.

We’ll explore each of these rights in detail, analyzing why transparency around each principle is so critical. We'll also examine the downstream impacts that opaque practices can have on the entire advertising industry.

By codifying and embracing these rights, advertisers and media partners can build greater trust. This will lead to more efficient and effective ad investments that better reward content creators and platforms for quality programming that engages real audiences. Transparency is a journey, not a destination — but establishing core rights is the first step.


1. Placement Transparency. Advertisers have the right to know the programs, networks, services and apps where their ads appear.

Advertisers should have the right to know exactly where their ads are being displayed. This includes knowing the specific programs, networks, services, and apps where their ads appear.

Why is content obfuscated? Publishers sell their ad spaces either:

Through a large number of partners, who resell the spot to advertisers.

Prices can vary across each situation, and publishers sometimes deliberately hide content and episode information to maintain high prices. They worry that advertisers can buy a spot on the same show from one of their partners at a lower price and use this as a bargaining chip to demand that the publisher lower their own prices.

Resellers, on the flip side, may be motivated to strategically misrepresent their inventory to artificially enhance its appeal to potential buyers, thus justifying a higher asking price. While not all resellers have bad intentions, there are bad actors — or those participating in app spoofing. Here, resellers and intermediaries misrepresent or “spoof” an app to inflate the price of a piece of inventory and make it more attractive.

Brand safety controls may also be another casualty of non-transparent inventory. According to 

a study conducted by contextual ad-tech company GumGum

, in an analysis of over 100 children's shows, which represent just a fraction of the vast CTV landscape, approximately 20% of all ad breaks featured at least one advertisement that was deemed unsuitable for children, as per the guidelines, regulations, and suggestions outlined by the Federal Trade Commission. While not every instance explicitly breached an FTC regulation, they all pertained to subjects on which the FTC has either issued recommendations or conducted hearings.

Understanding the context in which ads are displayed is essential for advertisers to ensure their messaging aligns with the content and target audience. By knowing the programs, networks, services, and apps where their ads appear, advertisers can make informed decisions about their ad placements and optimize their campaigns accordingly.

By exercising their right to know where their ads appear, advertisers can build trust and accountability in the advertising industry. With the knowledge of the programs, networks, services, and apps where their ads appear, advertisers can make informed decisions and ensure that their advertising efforts are aligned with their brand values and objectives.

Tech providers like Simulmedia’s TV+ already provide a level of placement transparency advertisers deserve. Simulmedia collects data regarding applications, publishers, and programs where CTV ads are shown and normalizes that data into logical mappings for our end users, removing ambiguity and redundancy so buyers have more information about what their media spend bought them.


2. Device Transparency. Advertisers have the right to know the devices on which their ads are viewed.

The device on which an ad is viewed can significantly impact its effectiveness. Viewing an ad on a large television screen often leads to higher engagement compared to viewing on a small mobile device. This is because larger screens offer a more immersive experience, captivating viewers' attention and filling their field of vision. The superior audio-visual quality on a large TV enhances the overall impact of the ad, making it more memorable and persuasive. On top of that, the larger screen makes it easier to notice and appreciate the details in the ad, such as product features and messages. Moreover, watching on a larger screen often becomes a shared social experience, encouraging discussions and word-of-mouth recommendations about the products or services advertised, ultimately increasing the ad's reach and effectiveness. As such, advertisers should have transparency into where their ads are being shown to ensure they leverage the benefits of larger screens for optimal engagement.

Without accurate device information, advertisers are operating somewhat blindly. They may be paying premium rates for ads viewed on television when, in reality, a large portion are being shown on mobile phones. This lack of transparency is akin to buying a gourmet meal and ending up with fast food – it's not what you expected.

 from the advertising world. A leading connected TV buying platform frequently preaches about the power of high-quality CTV inventory and why advertisers should settle for nothing less. However, every buy executed within this platform offers a mix of additional inventory types, including digital display and mobile, 'in order to maximize performance.' Essentially, this platform combines various types of inventory to reach as many viewers as possible. They do not permit buyers to choose only CTV inventory or even to dictate the percentage of the overall buy that must be CTV. Instead, they ask brands to sign off, hoping that a decent amount of the inventory purchased will be in the format they desire and near decent content. It's a bit like ordering a gourmet pizza but ending up with a mishmash of toppings you didn't choose. Unfortunately, this platform is not unique in this regard.

Knowing the breakdown of devices provides important context. Advertisers can ensure campaigns are being delivered as intended. They can optimize based on performance differences across devices. And they can verify ads are being shown in appropriate environments.

Now, let's talk about a dark side of the digital advertising world – device spoofing. Some resellers, who can be considered as bad actors in this industry, may misrepresent the device on which ads are shown to fetch higher CPMs. In the digital advertising context, it means a mobile device may pretend to be a high-value smart TV, which typically commands higher ad rates. This unethical practice artificially inflates the value of ad impressions.

We at Simulmedia take a different approach. We filter and only make bid requests for the big screen (CTV). This ensures we're focused on delivering ads in the format advertisers desire rather than mixing in various inventory types. Bad actors can spoof device IDs as well, which is another reason we buy direct and don’t use third-party resellers.

As streaming plays a larger role in media plans, device transparency becomes increasingly vital. Advertisers, purchasing these impressions, rightfully demand accurate, third-party verified reporting on device breakdown. It's imperative for device transparency to be the norm, not the exception, ensuring advertisers understand the context in which their ads appear.

3. Audience Transparency. Advertisers have the right to know the sources, composition, and methodologies of the data and models used to target and measure their ads.

Data and algorithms are used extensively to target ads and measure campaign performance. However, there is often a lack of audience transparency into the inner workings of these systems. Advertisers have the right to understand how the audience segments advertisers use to target and measure their campaigns are collected and vetted.

Advertisers look to target specific audiences on CTV so they can deliver their ads to the most relevant people. They turn to data provided by Data Management Platforms (DMPs), which are often integrated into major Demand-Side Platforms (DSPs). DMPs offer thousands of audience categories, such as age, gender, income, interests, hobbies, and ownership, allowing advertisers to find the perfect audience for their ad.

However, the quality and accuracy of these audience pools remain uncertain. Questions arise regarding the accuracy of demographic categories like “Women 18-45” and the methodology used to classify CTV viewers within these categories. Additionally, the effectiveness of these audience pools on CTV is a concern, as a low match rate can lead to unmet campaign goals.

Marketers share responsibility in the data quality issue. The pursuit of hyper-specific audience targeting often neglects whether data providers can define such audiences accurately or whether these audiences exist at a scale that fits campaign budgets. The entire supply chain, from brand managers to agencies and data providers, may overlook these critical questions in the quest for scale and efficiency.

Many data segments available in marketplaces, DMPs, and DSPs are modeled from a seed of real data collected from various sources such as web activity, surveys, or publicly available but complex datasets. The methods and quality of data science models used to create audience segments can vary widely, and understanding the source and size of the seed audience is essential as it impacts the quality of the resulting audience pool.

In practice, audiences are often created by applying AND/OR/NOT logic to multiple data sources, resulting in a complex combination of modeled data. This approach can lead to a haphazard assortment of identifiers that only partially match the intended target audience.

Without audience transparency, advertisers face significant challenges, as highlighted in 

 on the accuracy of programmatic ad targeting. Academic research revealed that when using a single targeting parameter like gender, the accuracy was only 42%. To put it in perspective, this accuracy falls below the natural population's gender distribution of 50%. In practical terms, a campaign using this targeting parameter is 15% less effective than a "spray and pray" approach without any specific parameters. Even showing ads to every possible user would achieve a 50% on-target rate, surpassing the accuracy of paid gender targeting parameters from data brokers.

Moreover, the study found that when two targeting parameters are applied for ad targeting, such as gender and a selected age range, the average accuracy drops to 24%. Different data vendors exhibited varying levels of accuracy, ranging from as low as 12.9% to as high as 32.3%.

The consequences of such inaccuracies in targeting are significant, particularly in light of stricter privacy policies. As Mike Woosley, COO of Lotame, explained 

, consider the case of a men's brand that used to acquire one customer for every $5.00 spent targeting 1,000 men. Now, to reach 1,000 men, the brand has to show ads to 2,000 people because of the uncertainty in distinguishing between men and women, resulting in doubled acquisition costs and a 50% loss in yield.

Advertisers have a legitimate right to inquire about the sources and the degree of customization of the audience pools they purchase, ensuring that these audiences are well-suited for CTV. When evaluating data sources at Simulmedia, we make sure to ask the right questions and get the important answers around privacy, sample sizes, and accuracy, such as:

If the data is modeled from a sample, what is the ratio of the final audience to the original seed?

What privacy and opt-in/opt-out considerations were used in the data collection?

What methods have you used to test the accuracy of your segments (surveys,deterministic samples)?

In the future, we will use AI to test audience data holistically, testing thousands of audience segments against known benchmarks and analyzing statistical relevance vs. random chance

Requiring audience transparency does not demand advertisers to become data scientists themselves but allows them to receive clear explanations from platforms about their operational methods. Third-party audits and inspections can also help advertisers ensure data quality.

Audience transparency enables advertisers to make informed decisions on whether to rely on a platform's proprietary measurement or require independent, accredited third-party measurement. Without audience transparency, advertisers cannot reasonably be expected to simply trust "black box" targeting and measurement systems.

Ensuring audience transparency in data and algorithms will lead to greater accuracy, accountability, and trust in the digital advertising ecosystem. This benefits not just advertisers but platforms as well by instilling confidence in their systems. Audience transparency should be a fundamental right, and advertisers must continue to demand it as connected TV advertising grows.

4. Independent verification. Advertisers have the right to independent, transparent, accredited, third-party measurement of their campaigns.

Measuring and verifying advertising campaigns is critical to the advertising ecosystem. Advertisers invest significant resources into campaigns with the goal of reaching target audiences and driving business results. Advertisers rely on campaign measurement and analytics to determine the effectiveness of those investments.

Historically, measurement of traditional media like TV, radio, and print has been conducted by independent third parties like Nielsen. However, with the rise of digital and streaming media, much of the measurement is now controlled by the media platforms themselves. This creates an inherent conflict of interest, as platforms are incentivized to report metrics that make their inventory look most attractive to advertisers.

Advertisers have a right to campaign measurement and analytics that are independent, transparent, and accredited. Independent third-party measurement mitigates the conflicts of interest that exist when inventory sellers control the measurement. Transparency through independent verification enables advertisers to evaluate methodologies and inspect data sources. Accreditation from oversight bodies like the Media Rating Council ensures measurement practices adhere to industry standards.

There are several benefits to independent, transparent, accredited measurement for advertisers:

It mitigates conflicts of interest and bias that exist in seller-controlled measurement

It provides a consistent and impartial source of truth for campaign performance

It enables optimization and planning decisions based on unbiased insights

It drives accountability and integrity across the advertising supply chain

It ensures measurement practices adhere to industry standards and oversight

It builds trust between advertisers, agencies, and media platforms

From a technical perspective, media platforms have the capability to support independent measurement via privacy-safe data sharing and matching through clean rooms. Advertisers should have the right to leverage accredited providers to independently verify campaign delivery and performance across walled gardens and closed ecosystems. This creates a fair and level playing field for advertisers regardless of which platforms their campaigns run on

. Advertisers invest big into YouTube — the media giant's total ad revenue for 2022 amounted to 

. Advertisers pay Google to serve their ads on YouTube, but these ads are sometimes run on third-party sites and apps — also known as Google Video Partners.

Google measures and verifies its own inventory — in other words, the platform grades its own homework. But while Google claims it vets partner sites to ensure they're of the utmost quality, 

 reveals the opposite. According to the report, "many media buyers were surprised to learn that the majority of their ad budgets against a so-called "walled garden" environment was spent on muted, auto-playing video ads on third-party websites."

Had advertisers been given an alternative option to measure and verify their campaigns — one that came from a neutral third-party — it’s likely advertisers would have caught wind of low-quality impressions and inventory sooner.

While marketers may choose to rely on first-party measurement reports from media sellers, they should not be forced to do so. Just as brands have choices for media buying and creative development, they should also have choices on measurement. Advertisers who demand independent, transparent, and accredited measurement will accelerate progress for the industry as a whole.

5. Independent fraud detection. Advertisers have the right to verify that their ads are being viewed by real users and not bots or fraudulent sources.

Advertisers have a fundamental right to ensure their advertising budgets are reaching real human audiences. With the rise of bots, click farms, and other fraudulent tactics, it has become increasingly difficult to guarantee ads are being seen by real people. This undermines the effectiveness of advertising and wastes significant marketing dollars.

, recognized as one of the largest CTV ad fraud operations ever discovered. This operation employed over 28,000 fake websites and mobile apps to generate fraudulent ad impressions. StreamScam had its sights set on exploiting the booming CTV advertising market, potentially costing advertisers billions in wasted ad spend.

 came to light, as reported by Pixalate. This scheme specifically targeted the Grindr mobile app, operating through a fraudulent mobile app impersonating Grindr. It used fake domains and malicious apps to deceive advertisers, generating illicit ad revenue.

 was exposed in November 2021. This scheme, also disclosed by Pixalate, exploited a combination of server-side ad insertion (SSAI) and client-side ad insertion (CSAI) to carry out its fraudulent activities. It significantly targeted CTV and OTT environments, deceiving advertisers into purchasing invalid inventory and resulting in substantial financial losses for the industry.

In addition to these specific fraud schemes, it's crucial to consider the broader context of ad fraud in 2022. According to 

, CTV ad fraud surged with a 69% increase in bot fraud during that year. This significant growth in CTV fraud schemes highlights an alarming trend in the industry. Fraudsters continually adapt their tactics to exploit the expanding CTV advertising market, which can have profound financial implications for advertisers. Staying vigilant, implementing advanced fraud detection measures, and fostering industry collaboration are essential to combat these evolving threats effectively.

There are several key reasons bots and fraudulent traffic have become so pervasive:

The technical infrastructure of digital advertising contains vulnerabilities that allow spoofing of users and devices. It is easy to make a mobile device appear as a connected TV, for example.

Scarce inventory keeps CPMs high, which in turn appeals to bad actors. They can spoof an app and display a CPM lower than the genuine publisher's rate to attract more demand and bidders.

Relying solely on "blacklists" of known bad actors is insufficient. Fraudsters can instantly spin up new sites, apps, and inventory sources faster than blacklists can keep up.

To combat this, advertisers have a right to verification that their ads are viewed by real human users, not bots or other fraudulent sources. This includes the ability to:

Inspect the methodologies used to detect fake traffic and sources. Advertisers should have transparency into how platforms and partners identify real users.

The Transparency Bill of Rights empowers advertisers with the information they need to thrive in today's complex media landscape. We firmly support advertisers' fundamental rights to transparency, giving them the information needed to foster trust and ensure a thriving advertising environment. We are convinced that full transparency benefits everyone involved, especially in the long run, from publishers and advertisers to consumers. It promotes clear communication, accountability, and, most importantly, enhances the effectiveness and trustworthiness of advertising partnerships. 


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

Setting the Stage for Spring Holiday Success

Spring holidays may be months away, but in the world of marketing, it's never too early to start planning. As we gear up for the season of blossoms and sunshine, our previous blog post on 

"Unveiling Spring Break TV Advertising Secrets Targeting College Student Viewership"

 has already given us a glimpse of the action-packed spring break playground.

Now, we're shifting our focus to another demographic that's just as exciting—the families with school-aged kids who are eagerly anticipating their upcoming spring holidays. These holidays are still a few months down the road, but savvy marketers from various verticals know that it's the perfect time to start developing TV campaigns that will capture the hearts and minds of parents and children alike.

From the bustling travel and tourism industry promoting family-friendly vacation destinations to retailers showcasing the latest in spring fashion for kids, from entertainment and amusement venues such as theme parks and movie theaters to companies in the consumer electronics sector, there's a myriad of opportunities to engage families during this special time of year. For marketers in these verticals, the spring school holidays represent a golden opportunity to capture the attention of families when they're actively planning vacations, shopping for new spring wardrobes, seeking entertainment options for quality family time, and considering educational programs to keep their kids engaged and learning during the holidays. It's a season of increased consumer spending, family travel, and quality time together, making it the perfect stage for TV advertisers to shine.

We won't tell you that we're going to tell you something because, well, that's just not our style. Instead, we're going to take you on a journey through the TV viewership patterns of households with school-aged kids and unveil the secrets of crafting successful family marketing campaigns. We'll provide insights to help you fine-tune your family marketing campaign strategy and achieve remarkable results.

The Playground of TV Viewership: Households with School-Aged Kids

Picture this: a vast playground of 41.7 million linear households and 47 million streaming households. It's not a tug of war between the two; rather, they coexist, forming a vibrant landscape for advertisers. These households, naturally, tend to be more extensive, as they are bustling with the cheerful presence of children. After all, it's school-aged kids we're talking about.

Now, let's hop on our school bus of data and embark on a journey through the TV viewership habits of these households.

Recess on the Screen: TV Viewing Insights

In the vast playground of TV viewership, there's an exciting blend of habits that keeps the action going. In these households with school-aged kids, you'll find a dynamic mix: 15% of them still rely exclusively on linear TV, while 25% have embraced streaming-only ad-supported content. And the remaining 60%? Well, they're the versatile bunch, seamlessly hopping between traditional linear TV and ad-supported Connected TV (CTV).

The average daily viewing time in these households? A whopping 3 hours and 54 minutes. That's the equivalent of a long recess, and the kids are eager to play. Of those 234 minutes, 76%—a remarkable 178 minutes—are spent on traditional linear TV. It's where they gather around to catch their favorite shows, often with their parents.

But don't forget the 24%—56 minutes—devoted to ad-supported Connected TV (CTV). Kids these days are tech-savvy and enjoy streaming content on various devices.

Finding Your Spot in the Playground: Targeting Strategies

We're going to take you on a journey through the TV viewership patterns of households with school-aged kids and unveil the secrets of crafting successful family marketing campaigns. We'll provide insights to help you fine-tune your family marketing campaign strategy and achieve remarkable results.

Performance Is the Future of TV