How Simulmedia Tracks The ROI Of Linear TV: VP Storan

By Robert Andrews

Watch the interview on Beet.TV

It may be old-fashioned linear TV, but that doesn’t mean you can’t bring internet-like next-gen ad measurement to the ‘ol box.

That’s what Simulmedia, the ad technology vendor, is doing. Although the company focuses on helping clients find the best inventory in linear television, not online video broadcasts, Simulmedia strategy VP Jeff Storan says buyers of ads in that platform can benefit from measuring true return on investment. And that can mean something different to every advertiser.

“We’ve been doing more direct measurement of business outcomes that television advertising can drive for an advertiser,” he says.

That’s sales by people who had seen television advertising, but it can also mean things that are more specific in given advertising categories – for a mobile game developer, it can be app installs, daily average use, average revenue per user.

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