By Steve Ellwanger
The original concept of addressable television dating to the late 1970’s, that of a huge, siloed offering and accompanying multi-billion-dollar infrastructure, is far from the current working reality.
“You don’t have to change the ad at every TV and every set-top box to deliver a massively improved and measureable ad,” says Dave Morgan, CEO and Founder of Simulmedia. The company’s technology enables it to reach specifically defined audience segments within 95% of U.S. TV households.
With partnerships that give it access to 75% of all inventory on TV, Simulmedia doesn’t stich together audiences by content, network, daypart or geography. “We stitch it together by people,” Morgan says.
Measuring return on ad spend requires a combination of data about personal-level video ad viewing and purchases that can be matched using credit and debit card transactions for more than 100 million households, plus direct links to the CRM systems of hotel groups, retail companies and quick service restaurants.
“The brand marketer wants to have their cake and eat it today,” Morgan says. “They want to reach robust people in TV and know more about them as people and not demographics.”
At the company’s third annual PeopleFront event in Manhattan on April 7, Simulmedia will bring together executives from companies including Campbell’s, Facebook, hulu, McKinsey&Company, Nielsen and TiVo Research to discuss the current state of connecting people, outcomes and advertising return on investment.
We interviewed him in New York for the Simulmedia PeopleFront conference where he was a speaker. Please find more video interviews from the PeopleFront event right here. Simulmedia sponsored this series.
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