NEW YORK (April 15, 2015) Since early March, Simulmedia has guaranteed marketers and agencies a higher Return on Ad Spend (ROAS) against any advertiser’s designated target business outcome as compared to their concurrent TV advertising base campaign. Today during the company’s PeopleFront, a forum to discuss what data-driven, people-centric advertising means for the future of TV advertising, CEO Dave Morgan announced that starting immediately Simulmedia will not only guarantee better business outcomes against other TV campaigns, but also against all digital ads as well.
“Based on positive feedback to our initial guarantee, and acknowledging that advertisers increasingly want to measure ROAS not just in silos, but cross screens, Simulmedia will guarantee that its targeted TV campaigns will meet or beat the rest of the TV media that advertisers are running. We will also guarantee that we will meet or beat the provable ROI of all concurrent digital video and digital display media that the advertiser is running as part of the same campaign,” said Mr. Morgan.
The terms are similar to the initial program. For $1 million placed on its Audience Network for one month, Simulmedia will guarantee a higher Return on Ad Spend (ROAS) against any advertiser’s designated target business outcome as compared to their concurrent TV advertising and digital base campaigns.
“We are going to change the media conversation to business outcomes by showing that TV audience targeting can and will impact sales and revenue better than traditionally targeted TV or online or mobile advertising,” added Mr. Morgan. “We will guarantee to outperform against any business outcome advertisers choose, from direct matching of TV ad impressions against a universe of credit card and debit transactions by over 60 million U.S. households, to directly matching TV or digital ad impression viewing data to an advertiser’s first-party customer data (e.g. customer transaction records, CRM, loyalty card, web/mobile data) using privacy compliant best practices.”
The expanded program will provide traditional media output metrics but also directly measure the impact of the TV and digital ad exposures vs. audience targeting on marketers’ most important business outcomes. This will enable advertisers to compare ad effectiveness between Simulmedia’s target audience approach and their concurrent base ad schedule. The guarantee will correspond to the ROAS benchmark currently used today, or another agreed-to business outcome. If Simulmedia falls short on ROAS, it will make good on the percent of the benchmark that underperformed in the form of future media credits.
Simulmedia, Inc. ( www.simulmedia.com) is the leader in helping advertisers and agencies reach data-targeted TV audiences. By taking a digital approach to linear TV advertising, the company delivers provable business outcomes for its clients by reaching targeted audiences at national scale. Its Simulmedia Audience Network reaches 110 million households across the US through partnerships with over 84 national cable networks and the top multichannel video programming distributors (MVPDs). Based on a proprietary analysis of second-by-second viewing and subsequent shopping activity from multiple behavior-based data sets, Simulmedia determines the best ad schedules to extend the reach of campaigns to specific target audiences, and places advertising across those disparate TV networks. Since it began in 2009, Simulmedia has used its technology, data science and inventory relationships to help more than 100 advertisers and their agencies target, deliver, and measure over 500 TV campaigns across categories such as retail, tune-in, digital natives and financial services advertisers. Simulmedias approach on average has helped advertisers reach their target audience 32% more efficiently than they were able to with traditional TV ad scheduling and targeting methods alone.
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