 that covered the initial sessions of the ANA conference, we continue to delve into the profound discussions and insights shared by industry leaders. The day-long event at Simulmedia brought together experts who explored various facets of the evolving television landscape. In this post, we’ll pick up where we left off, beginning with the fourth session, "Making Programmatic Work for TV."

The session "Making Programmatic Work for TV" featured Dave Dworin, Chief Product Officer at Freewheel, who provided a comprehensive overview of the challenges and opportunities in integrating programmatic advertising with television.

Dworin kicked off with a striking statistic that underscored the rapid growth in programmatic: “Programmatic going to publishers has grown 6X and now generates a third of TV publishers' CTV revenue.” This set the stage for a detailed exploration of the unique dynamics of programmatic in the TV ecosystem.

A key highlight of the session was Dworin's vision for the future of the Upfronts. He posited that TV publishers need to offer a mix of buying models in their upfront commitments. This would include not just the standard non-biddable direct insertion orders and sponsorships, but also programmatic guaranteed and even biddable models from private marketplace deals. Advertisers favor biddable models as they allow more control over their buys. However, this complexity introduces a challenge for publishers who must now manage advertiser commitments across both non-biddable (which they control) and biddable models (which advertisers control).

Dworin explained that if advertisers set their bids too low, publishers might see these biddable commitments fall short and shift more money into non-biddable models, which could frustrate advertisers. Innovations from Freewheel address this by providing publishers with tools to signal advertisers: “Hey, you may want to increase your bids because your biddable buys are pacing below expectations.” This allows the buy-side to self-correct instead of having the publishers make the corrections.

One of the key points Dworin emphasized was the disparity in data ownership between web and CTV. “All of the data in the web lives in the buy-side, but all the data in the CTV side live in the sell-side,” he explained, highlighting a fundamental difference that shapes how programmatic advertising operates in these two environments. This difference necessitates a tailored approach to data utilization and ad targeting in CTV.

Dworin also discussed the complexities and risks associated with live events, which are a significant draw for advertisers. “The coolest events are happening in live, but there’s an added level of risk. High value, high risk,” he noted. He elaborated on the technical challenges, such as handling simultaneous ad requests during major live broadcasts, which can overwhelm systems not adequately prepared for such spikes in demand.

A major focus of the session was on the need for technological and strategic adaptations to make programmatic viable in the TV space. Dworin pointed out, “One of the big reasons you are in the Upfronts is you want to access the really big tentpole events — and a lot of those are live. But live is really hard.” He detailed the various technical hurdles, including pacing algorithms and fraud alerts, that need to be managed to ensure successful ad delivery in real-time environments.

Dworin's insights also touched on the ongoing industry challenge of transitioning from web-based programmatic to TV-based programmatic. He explained that traditional web programmatic relies heavily on 2D display ads, whereas TV programmatic is fundamentally different because it revolves around video content and timing. “Programmatic for video is based on time. That’s the first big change, and that changes the way a DSP paces,” he said, underlining the necessity for a paradigm shift in programmatic strategies to cater to the TV medium.

The session wrapped up with a discussion on the strategic trade-offs for brands considering programmatic TV. Dworin cautioned that while programmatic offers numerous benefits, it also comes with its own set of challenges, such as additional costs and limited access to certain types of premium inventory. However, with careful planning and the right technological infrastructure, these challenges can be mitigated to unlock the full potential of programmatic in television.

As the session concluded, it was evident that while making programmatic work for TV requires navigating complex terrain, the rewards of successful integration are substantial. The insights shared by Dworin provided a clear roadmap for leveraging programmatic to enhance the effectiveness and reach of TV advertising.

Reimagining the Client/Agency Partnership to Optimize Programmatic

The session "Reimagining the Client/Agency Partnership to Optimize Programmatic" featured insightful discussions led by Jo Zmood, Managing Director at OMD, and Katherine Freeley, Head of the Media Center of Excellence at Boehringer Ingelheim Pharmaceuticals. They explored how client and agency relationships need to evolve to better leverage programmatic advertising, anchored around three key pillars: Governance, Collaboration, and Transparency.

Zmood began by emphasizing the importance of a co-created governance framework that ensures shared accountability for media’s impact on business outcomes. “Media is becoming more and more a topic of agenda in boardroom discussions because media is playing a bigger role today in driving business outcomes,” he said. This statement underscored the strategic value of media investments and the necessity for closer collaboration between clients and agencies.

The second pillar, Collaboration, was illustrated through the global transformation efforts delivered via the streamlined structure of OneBIH, a dedicated, bespoke partnership model. Freeley explained the unique challenges faced by pharma companies in navigating the media landscape. “CPG companies understand media and marketing really well. Pharma companies — they focus on research — and I don't think we want to change that. Our focus is on prolonging the life of future generations. For pharma companies, media is a bit of a conundrum — they don't often understand it,” she noted. This highlighted the need for agencies to educate and guide clients through the complexities of programmatic advertising.

Radical candor and transparency, the third pillar, are crucial in client/agency relationships. “We need to learn how to be radically honest about how we're transparent and how we are tackling issues. Because if we're not, then you hit the point where you cannot communicate effectively,” Freeley stressed. This honesty is crucial for building trust and ensuring that both parties are aligned in their objectives and strategies.

Zmood emphasized the importance of benchmarking and accountability within this transparent framework. “We've been a strong proponent on benchmarking with the ANA because more and more, we as agencies need something to be held accountable to in programmatic,” he stated. This accountability is essential for maintaining high standards and delivering measurable results in programmatic campaigns.

One of the most impactful points made by Freeley was the environmental impact of programmatic advertising. “Programmatic is one of the biggest carbon emitters, especially made for advertising sites that use a lot of server farms. They emit more carbon than the whole airline industry altogether. Our responsibility as advertisers is not only to focus on a clean programmatic supply, but also to minimize carbon emissions,” she said. This perspective added a new dimension to the discussion, highlighting the need for sustainable practices in digital advertising.

The session concluded with a focus on ROI and continuous education. “In a nutshell, when we invest in media, we do expect an ROI, and that manifests itself in terms of 'new to script' or 'script lift' in metrics,” Freeley noted. She also emphasized the ongoing need to educate marketers about changes in the media landscape and viewership behaviors. “There's a lot of data coming into the marketplace, and how we harness that and utilize it in new ways to find the audiences, that's the new frontier,” Zmood added.

Game On: Exploring the Future of Brands and Video Games

The final session of the ANA conference, "Game On: Exploring the Future of Brands and Video Games," was a riveting exploration into the intersection of gaming and brand engagement. Joost van Dreunen, Professor at NYU Stern, and Adam Keaney, General Manager at 

, led the discussion, highlighting the immense potential of gaming as a cultural and commercial platform.

Joost van Dreunen kicked off the session by addressing the unique cultural space that gaming occupies. “Gaming affords a cultural space that no other form of media does,” he remarked, underscoring the deep and personal connections players have with their games. This connection presents a unique opportunity for brands to engage with audiences in meaningful ways.

Van Dreunen also discussed the shift from service models to games as platforms, a transition accelerated by the pandemic. “What excites me now post-pandemic — we've transitioned away from the service model towards games as a platform,” he explained. This shift allows for continuous engagement and interaction, providing brands with ongoing opportunities to connect with gamers.

Adam Keaney added to this by sharing insights on how major IP adaptations can drive engagement. “Fallout, newly out on Amazon, inspired a huge spike in downloads of the game, which had already been out for years, attracting a brand new audience,” he noted. This example highlighted the powerful synergy between gaming content and other media forms, creating multiple touchpoints for brand interaction.

Keaney showcased compelling quotes on the monitors that emphasized the growing influence of gaming among younger generations. He cited Dennis Kooker, President of Global Digital Business at Sony Music, saying, “When we look at Gen Z and Gen Alpha, what we’re seeing is that gaming is the No. 1 entertainment choice over video.” This was further reinforced by Meredith Kopit Levien, CEO of The New York Times, who stated, “Wordle brought an unprecedented tens of millions of new users to The Times, many of whom stayed to play other games, which drove our best quarter ever for net subscriber additions to Games.”

Keaney also engaged the audience in a revealing exercise, getting them to acknowledge that even casual game players are gamers. He presented a statistic showing that people spend nearly 12 hours a week on video games and virtual worlds. This figure closely trails the time spent on "social media & video sharing platforms" (13.12 hours per week) and "broadcast TV & subscription services" (13.92 hours per week). This data underscored the significant role of gaming in the broader entertainment landscape.

The session concluded with a focus on the evolving perceptions of gamers and the integration of gaming into broader media strategies. “Gaming now is at this moment where we can share, have meaningful moments with others. The stereotypical model of the gamer as someone alone in his basement — we're well past that moment,” Van Dreunen concluded, emphasizing the mainstream acceptance and social aspects of gaming today.

The ANA conference at Simulmedia provided a wealth of insights into the evolving television and media landscape. From rethinking the upfronts and tackling programmatic transparency to exploring the vibrant future of gaming, each session was packed with actionable takeaways and thought-provoking ideas.

At Simulmedia, we pride ourselves on being a trusted partner dedicated to helping our clients achieve exceptional results in media and TV advertising. Our advanced TV and data-driven insights ensure that clients not only stay ahead of industry trends but also maximize the effectiveness of their campaigns. Working with Simulmedia means gaining access to cutting-edge solutions and expertise that consistently deliver outstanding outcomes. Our commitment to innovation and excellence means that clients always leave our collaborations smarter and better equipped to navigate the complexities of the media landscape.

Dive into the latest insights from the ANA conference at Simulmedia, covering the future of programmatic TV, client/agency partnerships, and the booming world of gaming. Discover how industry leaders are reshaping the media landscape!

The Next Big Thing in TV and Gaming: More Insights from the ANA Conference

Unlocking Opportunity in the Evolving Television Landscape

, hosted at the Simulmedia office, was nothing short of a revelation. As industry leaders gathered to discuss the rapidly evolving television landscape, the air was thick with anticipation and excitement. The conference was a melting pot of ideas, with each session shedding light on different facets of media, advertising, and programmatic TV strategies. Let's dive into the highlights from the first three sessions, starting with the thought-provoking "The Upfront is Dead, Long Live the Upfront."

The Upfront is Dead, Long Live the Upfront

The day kicked off with a bang as Jon Werther, CEO of Simulmedia, took the stage to moderate the opening session titled "The Upfront is Dead, Long Live the Upfront." Tamara Alesi, CEO of MediaPlus NAM, and Kevin Cahn, AVP & Head of Media COEs at Kepler Group, joined him. Together, they embarked on a thorough examination of the traditional concept of the upfront and its relevance in today's media environment.

Tamara Alesi’s opening remarks were nothing short of eye-opening: “60% of YouTube viewers are on the big screen these days,” she announced, highlighting a significant shift in viewer behavior. This statement set the tone for a session brimming with candid insights and bold predictions.

Alesi didn't hold back when addressing the current state of the upfront market. “Today, you have to also buy a lot of garbage when you buy in an upfront. You have to be okay with that,” she stated bluntly, pointing out the inefficiencies and compromises inherent in the traditional model. However, she quickly pivoted to underscore the importance of emerging platforms and flexibility in media planning.

The conversation then turned towards emerging players and trends. Alesi boldly predicted, “I think Amazon is going to be the network to watch in this Upfront.” This sentiment was echoed by many in the room as the tech giant continues to make significant inroads into the media space. She also highlighted the growing role of Connected TV (CTV), stating, “CTV will play a huge role in this year’s upfront.”

One of the most compelling parts of Alesi's presentation was her discussion on innovation and retail media. “The biggest innovation we'll see this month is commerce. Retail media takes 20% of the share right now; by next Christmas season, it will be 25-30%,” she predicted. This shift towards integrating commerce with media signals a new era of 'brandformance,' a term she elaborated on by saying, “We talk a lot in our agency today about brandformance. Everyone wants to know, 'What's your return?'”

Kevin Cahn complemented Alesi’s insights with his own perspective on the importance of testing and learning in media strategies. “Don’t be afraid to ask, and don’t be afraid to fail. There’s a lot of new stuff out there, and unless you’re testing, you’re not learning enough,” he advised. Cahn's emphasis on disciplined media practices resonated well with the audience. “All media drives outcomes if you can be disciplined in how you test, validate, and iterate,” he added, reinforcing the need for continuous improvement and adaptability.

Cahn also stressed the necessity of being agile in media planning. “Flexibility and the ability to bob and weave and change with your client is so important,” he emphasized, illustrating the need for agility in a fast-paced media landscape.

The session wrapped up with Alesi reiterating the importance of evaluating media investments through the lens of 'brandformance.' “You should look at how every single dollar you lay down is affecting brand and performance -- that’s why we call it brandformance,” she concluded, leaving the audience with a clear directive to balance brand building with performance metrics in their media strategies.

As attendees moved to the next session, the energy in the room was palpable. The discussions were not just about the death of the traditional upfront but also about the birth of new opportunities and the exciting future of media. This was just the beginning of a day filled with groundbreaking insights and thought-provoking conversations.

Programmatic Transparency Matters: Rebalancing Information Asymmetry

The second session of the day, titled "Programmatic Transparency Matters: Rebalancing Information Asymmetry," delved into the intricate world of programmatic advertising. As the speakers took their places, the audience braced themselves for a deep dive into one of the most pressing issues in digital advertising today.

Tom Triscari, CEO and Programmatic Economist at Lemonade Projects, moderated the session. He began with an overview of the ANA transparency paper, highlighting key findings and setting the stage for a robust discussion. He pointed out the significant shifts by major players like Google and Meta towards less transparency but with guaranteed outcomes, emphasizing the industry's evolving landscape.

Sabrina Traskos, VP of Commercial Procurement at Regeneron, opened with a provocative statement that immediately captured the room's attention: “As a procurement specialist, I will take guaranteed ROI any day over a transparent, non-guaranteed buy.” Her perspective highlighted a key tension in the industry: the balance between transparency and guaranteed outcomes. This sentiment was especially poignant given the recent moves by giants like Google and Meta towards less transparency in favor of assured results.

Traskos continued by shedding light on the inefficiencies she has observed in media buying. “For every hundred million dollars of creative and media we were buying, 40% was rework,” she explained. This reality of significant waste underscores the necessity for greater efficiency and accountability in the media buying process. She didn't shy away from illustrating the operational challenges procurement specialists face, adding, “We get more and more pressure to deliver shareholder value with less budget and fewer experienced marketers.”

A particularly memorable part of the session was Traskos's discussion on the concept of FOFO—fear of finding out. She explained that while brands often demand transparency, there is an underlying reluctance to fully embrace it. “When you ask regular consumers how many media companies they can recall reading, they may list about 6-8. So how do we justify the thousands of publishers in a typical media plan?” she asked. This fear of uncovering inefficiencies and waste is a significant barrier to true transparency.

Triscari added context to this discussion by questioning the growing reliance on proprietary trading. “How is it more and more money is going into proprietary trading when everyone is concerned about transparency?” he asked. Triscari's remarks pointed to the growing concern over the opaque nature of programmatic deals, where significant sums of money flow without clear visibility into where and how they are spent.

One of the session’s most intriguing moments came when Traskos recounted a conversation with a marketing colleague. Given the choice between a non-transparent buy with guaranteed ROI and a transparent buy without guaranteed ROI, her colleague preferred the latter. “I was shocked,” Traskos admitted. “But they wanted the data and insights from transparency because they questioned whether the reported ROI was real and believed the learnings would help them achieve more in the long run.” This tension between the immediate needs of procurement and the long-term goals of marketing highlighted a fundamental conflict within the industry.

Traskos vividly illustrated the practical challenges of programmatic advertising: “When we get into programmatic reporting, you get stuck in the weeds, lost in the mud, unable to see the stars.” This analogy perfectly encapsulates the frustrations many marketers feel when the minutiae of data bog them down without clear, actionable insights.

As the session drew to a close, Traskos and Triscari's dialogue underscored the urgent need for greater transparency and efficiency in programmatic advertising. They suggested that the path forward would require a concerted effort from all stakeholders to rebalance the information asymmetry that currently plagues the industry. The emphasis on transparency, efficiency, and accountability set the stage for the next discussions as attendees prepared to delve deeper into the digital transformation of television.

100% Digital TV Future is Here: Optimizing Experiences for Viewers (+ Brands)

The session titled "100% Digital TV Future is Here: Optimizing Experiences for Viewers (+ Brands)" was led by Dani Cushion, Chief Marketing Officer at Innovid. Cushion immediately set the stage by addressing the monumental shift from linear TV to a digital-first approach. “It’s a big ship to shift from the linear buying motion and the historic upfront to more of a first digital-first, dynamic motion. But this gap represents an enormous opportunity,” she remarked.

Cushion emphasized the evolution of Connected TV (CTV) and its unique challenges and opportunities. “We have imposed this heavy digital ecosystem on CTV, but it’s really an evolution of linear TV. When the dollars flow in, we can't be in a system where money is just going out the window, where advertisers don't know what they are spending their dollars on,” she stated, highlighting the need for efficiency and transparency.

A standout moment was her discussion on the year's buzzword: Shoppable Ads. “The buzzword of the year is Shoppable Ads — major auto drivers are using this to drive viewers to a dealership via QR code,” she noted, showcasing how this new ad format is transforming viewer engagement and driving tangible results.

Cushion also touched on the importance of real-time measurement in digital TV. “You don’t have to wait weeks to act. Real-time measurement makes it all actionable,” she explained, stressing the importance of immediacy in optimizing advertising strategies.

The session concluded with Cushion emphasizing the holistic approach needed for success in CTV. “It’s really important for us, when we all link arms and dollars start flowing into CTV, that the experience is good for brands, good for publishers, but most importantly, good for viewers,” she concluded, leaving attendees with a clear vision of a cohesive, efficient, and viewer-centric digital TV future.

The ANA conference at Simulmedia provided a wealth of insights into the evolving media landscape. From rethinking the upfronts and tackling programmatic transparency to embracing a digital-first TV future, the sessions were packed with actionable takeaways. Industry leaders shared predictions and practical advice, setting the stage for continued innovation in television advertising. Stay tuned for more highlights from the remaining sessions.

Explore key insights from the ANA conference at Simulmedia, covering the transformation of upfronts, the importance of programmatic transparency, and the future of digital TV. Discover actionable takeaways from industry leaders.

The Future of Media Unveiled: Highlights from the ANA Conference at Simulmedia

 as tech giants like Amazon and Netflix transformed the traditional linear Upfront Week. This year featured their first in-person upfronts—Netflix, having canceled their 2023 event in favor of a virtual format. Their bold participation sparked industry curiosity about what they were bringing to the market, challenging traditional players like NBC, Disney, and WBD, whose announcements were overshadowed. Paramount/CBS opted for more intimate in-person meetings over large-scale presentations. Amazon, Netflix, and Google/YouTube have now risen to prominence alongside established broadcast networks, becoming major forces in content, talent, and scale.

A shift in market dynamics and consumption patterns at the 2024 upfront

The inclusion of streaming-first tech giants in the upfront week has brought about a significant shift in the metrics for determining media consumption. It's no longer about linear or streaming consumption in isolation but about consumption across a media company’s entire ecosystem. This reality was underscored by Nielsen's release of their new gauge consumption metric on Tuesday, a development highlighted at Disney’s event as they were leading in the new metric.

It's worth noting that the consumption metric includes all consumption, not just ad-supported. For instance, while Netflix may rank 6th in this new metric, only about 10% of that consumption is ad-supported. In contrast, traditional companies rely heavily on ad-supported consumption, particularly in the sports sector.

Another interesting finding is YouTube's evolving role. It's now delivering nearly 50% of its audience via the living room's big screen, indicating that it's no longer just a mobile-first media but a linear device for consumers.

The prominence of sports in upfronts 2024

The topic of sports leads the way for live viewership, and announcements about sports were critical points of discussion throughout the week. Starting Monday, NBC continued to promote the upcoming Summer Olympics in Paris, comparing the total audience across the three weeks to 8 Super Bowls. Interestingly, Dan Lovinger from NBC also appeared at the Roku Newfront to promote their Olympic hub within the Roku user experience. This shift marks a new era of cross-pollination in the industry, with executives now appearing at events beyond their own media company's traditional boundaries, signaling more collaborative and open strategies. Additionally, focusing on the ‘24 Olympics is likely an effort to avoid the losses that NBC incurred from the ‘21 Tokyo Olympics that COVID-19 impacted.

The NBA was also spotlighted during the first week as they continued negotiating their current television rates. Incumbent, WBD briefly touched on the negotiations, saying if they move forward, it would be for “A deal made sense.” 

Next, let’s talk about the NFL, once again, the belle of the ball. The NFL continues to be the primary audience driver in the marketplace, spreading their rights to all four broadcast networks and two streamers. NBC touted the dominance of Sunday Night Football, FOX promoted the upcoming Super Bowl in New Orleans, and their new relationship with Tom Brady, and Disney trotted out their newest talent acquisition, Jason Kelce, who will be a part of their Monday Night Football pre-game show. The largest announcement was the NFL is now working with Netflix, bringing two games exclusively to the streamer on Christmas Day.

This is just another signal that Netflix continues its slow march to become a major live events player. Between its announcement earlier this year with WWE and the success of the Roast of Tom Brady, coupled now with the NFL, it is clear that Netflix has its sights set on securing live eyeballs.

On the traditional side of the house, it was noteworthy that there was a clear move for scaled-back investment from a programming standpoint, leading to more traditional media companies leading with audience segmentation and business outcomes within their ecosystem. Additionally, consolidated was the name game in the streaming space, with Peacock bundling with Netflix and Apple+, Hulu and WBD announcing a new partnership, and Venu Sports, the joint sports venture between Disney, FOX, and WBD, all gaining press during upfront week.

As the industry undergoes significant changes, it's crucial to chart a clear path encompassing both linear and streaming media. This outlook is not just a trend but a pivotal market shift that demands our attention and strategic planning.

Rethinking upfront commitments for a new era

The 2024 Upfronts have prompted brands and agencies to rethink their approach to media buying. Increasingly, advertisers seek greater flexibility over their budgets, demanding the ability to adjust target audiences across campaigns and move towards more outcome-based solutions. This shift is driven by a rapidly fragmenting media landscape and the need for strategies that adapt to consumer behavior and economic fluctuations.

Simulmedia is at the forefront of this evolution, leveraging advanced data analytics to offer precise audience targeting and efficient media plan adjustments any time of the year. Our approach reduces the reliance on traditional upfront commitments, allowing for more strategic and cost-effective advertising. With capabilities like cross-platform campaign management and rapid activation, Simulmedia provides the tools necessary for advertisers to achieve dynamic, data-driven media buying across multiple channels.

As the industry continues to evolve, Simulmedia's innovative solutions ensure advertisers can navigate this new terrain effectively, maximizing reach and impact while maintaining flexibility and control over their advertising investments.

The case for a more holistic advertising approach

During this year's upfronts, many publishers, including Warner Bros. Discovery, showcased their proprietary data-driven solutions, such as the 'Olli' platform, which offers integrated planning, activation, and measurement across its portfolio. A client recently inquired whether 'Olli' competes directly with Simulmedia. Our response highlights a crucial distinction: while 'Olli' and similar platforms provide campaign efficiency, targeting, and cross-platform reach, they inherently limit brands to their media properties. This confinement necessitates that advertisers engage with multiple platforms to fully realize their campaign objectives, leading to increased complexity, fragmented reporting, and potential inefficiencies in ad delivery.

Unlike these publisher-centric solutions, Simulmedia operates across over 250 publishers in TV and CTV, offering a more holistic and efficient approach. Our deep data insights and proprietary algorithms allow us to continuously optimize media allocations to maximize reach, reduce frequency, and lower costs effectively. Our capabilities extend beyond single networks to substantially improve brand impact, ROI, and unified reporting across all media channels.

By leveraging our extensive network and advanced technology, Simulmedia transcends the limitations faced by platforms like 'Olli,' providing advertisers with streamlined campaign management, enhanced cross-media transparency, and superior efficiency. This approach not only simplifies the advertising process but also ensures optimal performance and results across the diverse media landscape.

Charting the Course: Navigate Upfronts 2024 with Confidence and Precision

As the dynamics of the upfronts continue to evolve, Simulmedia remains committed to pioneering the future of media buying with strategies that embrace flexibility, data-driven insights, and cross-platform integration. In a market that increasingly demands more from media investments, our holistic approach ensures advertisers can effectively navigate linear and streaming media complexities.

For advertisers looking to optimize their strategies in this new era, partnering with Simulmedia means access to innovative solutions that transcend traditional limitations and maximize advertising ROI. Ready to enhance your media buying strategy with unparalleled insights and efficiency? Contact Simulmedia today to start transforming your advertising approach for the 2024 upfronts and beyond.


Discover how Upfronts 2024 are reshaping the media landscape. From tech giants entering the fray to evolving advertising strategies, our latest blog dives into the seismic shifts and bold changes that redefine how media is bought and sold. Read now to stay ahead in the dynamic world of media advertising! 🌟 #MediaTrends #Upfronts2024

The Bold Changes of Upfronts 2024 that are Redefining Media

How Beyond Meat spiced up their cross-channel campaigns with TV+

Before engaging with Simulmedia, Beyond Meat faced significant challenges in their TV advertising efforts. As a relatively small brand, they lacked dedicated budgets and resources for television campaigns. With limited personnel and budget constraints, they struggled to execute effective TV campaigns efficiently. The traditional approach to TV advertising required pricey tools and large teams, presenting obstacles Beyond Meat found difficult to overcome. Moreover, they were frustrated by the lack of transparency from prior vendors. But they were convinced their small but mighty team could make an outsize impact.

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

An integrated omnichannel strategy serves as the foundation for success in the modern marketing world. This guide takes a deep dive into the complexities of crafting an effective 

, showcasing its pivotal role within the overarching omnichannel approach. Understanding the essential nature of an omnichannel strategy, tailored to ensure a consistent brand experience across diverse channels, is crucial for engaging today's multifaceted consumer.

 underscores, the proliferation of smart TVs has reached an impressive 61.9% in H1 2023, indicating a 5 percentage point YoY increase and a substantial surge from 43.1% in 2019. These numbers underscore the ubiquity of smart TVs, now a dominant force in households across income levels.

Furthermore, the data illuminates the significant surge in average US time spent consuming online TV and streaming, reaching 1:50 in H1 2023. This noteworthy statistic positions the US as the second-highest among tracked countries, trailing only Saudi Arabia. The upward trajectory in time spent with online TV and streaming, soaring by 34.1% since 2019, highlights the growing influence and appeal of CTV.

The eMarketer insights also reveal the pervasive nature of on-demand and streaming service viewership across demographics, transcending age, income, and household locations. Notably, Gen Zers lead the charge with an impressive penetration rate of 97.4% for ages 16 to 24. Even age cohorts traditionally considered below the tech adoption curve, such as ages 55 to 64, boast a robust 87% penetration. As we delve into how to integrate CTV strategy into your omnichannel strategy, these statistics underscore the profound reach and impact this channel brings to the forefront. Now, let's explore the practical steps to harness the potential of CTV in your comprehensive marketing strategy.

Let’s start with the basics – de-siloing the two major TV platforms. Understanding the synergies between Connected TV (CTV) and traditional linear TV is a smart onramp to crafting an integrated marketing campaign. Rather than being adversaries, these channels can be powerful partners, each bringing its unique strengths to the table. Linear TV, with its expansive reach, continues to be a juggernaut, capturing the attention of diverse audiences. In contrast, CTV offers a more personalized viewing experience, allowing advertisers to tailor content to specific audience segments.

Our TV+ advertising platform sheds light on the current landscape, revealing that the total time spent by P2+ on Linear TV and ad-supported Connected TV is 3 hours and 54 minutes. Notably, 79% of this time is dedicated to Linear TV, highlighting its enduring significance. However, the remaining 21% on ad-supported Connected TV signifies a substantial and growing share, underscoring the increasing relevance of CTV in the media landscape.

Further insights from our platform emphasize the nuanced viewing habits of households. Approximately 27% of households are exclusively reachable through ad-supported CTV, indicating a trend of cord-cutters or cord-nevers. On the flip side, 57% of households are reachable by both Linear and Connected TV, illustrating the hybrid nature of many households' TV setups. Notably, CTV proves to be a more efficient avenue for reaching a significant portion of this audience.


Crucially, consumers perceive it all as TV, and this perspective necessitates a holistic approach for marketers. Achieving a comprehensive view of their entire TV campaign becomes imperative, incorporating de-duplicated cross-channel reach and frequency metrics. This approach enables marketers to measure performance across the entire spectrum of TV, ensuring a nuanced understanding of their campaign's impact and efficiency. As we delve into the integration of CTV into the broader marketing strategy, these insights illuminate the evolving dynamics of the TV landscape.

Integration with Overall Marketing Strategy

To harness CTV's full potential, it's imperative to seamlessly integrate it into your broader marketing strategy. As your messaging unfolds across the immersive CTV landscape, aligning with your brand's storytelling ethos, it simultaneously harmonizes with strategies on other owned, earned, and paid channels. This cohesive messaging approach ensures a consistent brand narrative that resonates across channels.

The precision applied to audience targeting in social media campaigns can enhance your approach by refining audience segmentation for CTV. When you use precise targeting on social media to reach specific demographics or interests, you can apply these refined audience segments (when available from 3rd party audience providers) to your CTV targeting strategy. This alignment not only improves audience engagement but also streamlines the execution of marketing initiatives. It ensures that your CTV campaigns are more focused and resonant, reaching the right viewers with greater efficiency.

Moreover, overarching campaign objectives should be a shared beacon guiding each channel, whether it's fostering brand awareness, driving sales, or highlighting a specific product. This comprehensive alignment isn't just about uniformity—it's about crafting a holistic customer journey. Understanding CTV's role in the broader narrative allows strategically placed touchpoints to seamlessly integrate with other channels, crafting an interconnected experience that resonates throughout every customer interaction.

Creative Synergies and Cross-Channel Impact

Unlock the full potential of your creative assets by seamlessly integrating them across channels. Repurpose engaging CTV creatives in other platforms such as social media or display advertising to amplify your message. This not only ensures a consistent brand narrative but also maximizes brand visibility across diverse touchpoints.

An integrated omnichannel strategy serves as the foundation for success in the modern marketing world. This guide takes a deep dive into the complexities of crafting an effective Connected TV (CTV) strategy, showcasing its pivotal role within the overarching omnichannel approach. Understanding the essential nature of an omnichannel strategy, tailored to ensure a consistent brand experience across diverse channels, is crucial for engaging today's multifaceted consumer.

Advertisers Want Prospects That Act (Not Look) Like Existing Customers