ACR (Automatic Content Recognition)

Automatic Content Recognition (ACR) is technology that gathers data from a user of an internet-enabled TV, or Smart TV, to help in identifying and gathering TV viewership data

 This data is gathered automatically without any user-based opt-in or input, which offers greater depth and accuracy than user-offered data. ACR gathers such data as geolocation, viewing history and user pathways.

These TVs usually choose to share this aggregated viewership data with demand-side platforms (DSPs), who use this information to serve ads to viewers most likely to view, engage, and convert into customers with a purchase.

ACR is a technology that was first created in 2011 when it was applied to TV content by Shazam, a music recognition service. Today, ACR data is harnessed by both advertisers and data-aggregation companies alike, who use it to develop their 

 targets. Thanks to ACR, we can now track real-time TV audience measurement metrics and adjust ad strategy with greater precision and efficiency.


In some cases, ACR is sent back to the original client, which they then use to offer the user direct content recommendations within the video service. For example, in 

, a streaming video platform may use ACR to suggest similar shows to watch after the user finishes a crime series to maintain user engagement in and continued use of the platform.

There is an option on almost every device for the user to disable the ACR feature and opt-out of offering their data, though it is the default setting to be opted-in. Some original equipment manufacturers (OEMs) who utilize ACR technology include Samsung, Vizio, and LG.

For advertisers to be able to not only target audiences but also measure the performance and pickup of their TV advertisements, they typically partner with a DSP to run campaign reports on user data. The DSP, in turn, works with a trusted and well-known data provider, who is host to myriad Smart TV providers’ data, gathered originally through automatic content recognition (ACR) technology.

As the leader in cross-channel TV planning, buying and measurement, 

 include both ad technology providers who license their own ACR data, such as Vizio’s Inscape panel – which  offer a footprint of roughly 14 million monthly active devices – as well as companies who license their own ACR data from data providers. The aggregate of this offering provides advertisers with a clear overview of who is watching your ad and when. Providers like Kantar Media, Tivo, and Nielsen lift household-level 

 data to draw up reports reflecting demographic data, behavioral viewing patterns, and to track the user pathway from browsing, selection, viewing and beyond.

Armed with this information, advertisers can weigh who they targeted for an advertisement, versus who actually sat through and watched – and for how long. This is especially useful when taking the campaign to scale, whether increasing in frequency or reach.

Overall, ACR can gather granular, real-time user information that is key to informing future decision making. Whether it’s retargeting, changing creative, shifting budget or widening audience reach, ACR is an advertiser’s behind-the-scenes ally.

Addressable TV Advertising

Addressable TV advertising involves the use of new technologies to enable advertisers to show different ads to different households watching the same 

 (CTV) content. Specific ad messages can be sent to specific 

 targets based on consumer traits and demographic information such as geographic location, income or behavioral attributes, to name a few examples. Addressable TV advertising allows for very specific strategizing and targeted tactics to yield what an advertiser can predict as the best likelihood of the highest conversion rate.

Advertisers can look to data providers and panel-based research, such as that provided by the Nielsen TV audience measurement Ratings system, to understand customer sentiment. These data providers can track factors that directly affect the advertiser’s bottom line, such as engagement with an ad – i.e. whether they opt out or watch the ad to completion – and depth of engagement – i.e. if they go to then lookup the product on a search engine, click on the product page, and click through to purchase. A company usually hires a TV buying platform or 

 to gather these reports and report back on the success of a campaign, or to predict a campaign’s outcome based on past data.

All in all, the emergence of addressable TV advertising has allowed advertisers to gain real-time, granular insight into campaign performance, and to even tweak campaign targets midway through, allowing for opportunity to pivot and optimize to improve outcomes.

 that can place ads tailored to specific households from segmented target audiences – one of few TV buying platforms who do so. While traditional advertising may target based on the programming, prioritizing your target audience allows the brand to focus on maximizing their reach regardless of context. With emphasis on the ‘who’ in the equation, brands can ensure they don’t leave any potential customer behind.The footprint of addressable TV advertising is 60% of the size of linear TV. We specialize in both non-addressable linear and addressable CTV advertising.

Through our TV+® platform for cross-channel TV planning and buying, we have direct integrations to over 250 linear and CTV networks and publishers. Our partnerships include over a dozen data providers that power data-driven TV viewership data, audience planning, segmentation and targeting, and cross-channel consumer behavior. Together, the dual benefit of a broad network reach and granular 

, tracking and measuring ensures a combined addressable CTV and non-addressable linear TV advertising experience that makes the most of any ad budget.

Advanced TV

Advanced TV is an umbrella term used to encompass all non-traditional television. There are several types of advanced television, namely 

While most digital channels have seen an evolution in targeting capabilities, the television industry has, for the most part, remained stagnant. Advanced television is indicative of a new era for the television landscape, especially in the way content is distributed and data is collected.

What are the different types of advanced TV?

A long list of concepts fall under the term advanced television. To get a better understanding, here’s a breakdown of what they mean:

refers to the one-to-one delivery of ads through new technologies, unlike the one-to-many distribution seen in traditional television.

 is a device that supports video streaming platforms, and is embedded in or connected to a Smart TV.

Connected TV is often confused or used interchangeably with 

, which refers to the method of streaming video content, and 

gives advertisers the ability to collect performance data on linear TV ad campaigns via data enabled TV.

, as the name suggests, is the convergence of linear and connected TV.

What are the advantages of advanced TV for advertisers?

The advantages of advanced TV for viewers are obvious. Advanced TV is more convenient, flexible, and oftentimes cheaper.

Advanced television is not only enjoyable for viewers, though. Advanced television opens up a new space for advertisers. For instance, non-traditional television has much broader 

. Viewers are increasingly consuming streaming content — of households that own a TV, 

 have at least one internet-connected TV device.

Advanced TV allows advertisers to access this growing 

 not only at scale, but also with pinpoint accuracy. Unlike the early days of broadcast television, where advertisements would be delivered to a broad audience segment, advertisers can now leverage granular data to target individual households. The result? Advertisers can reach those who are most likely to find interest in their product or service, increasing the chances of conversion.

How can Simulmedia help you facilitate advanced TV advertising placements?

 planning, buying, activation and measurement platform for linear and streaming TV allows advertisers to craft target audiences and run personalized ad experiences that are also measurable, so every household receives a unique, tailored experience of your brand or product. Plus, 

our proprietary Cross-Channel Insights Dashboard

 provides detailed information as to how your target audience is distributed across both linear TV and advanced TV, including the overlap of those audiences; viewing behaviors of each household; intel as to which networks, programs, and dayparts the user is most engaged with; and more.

Armed with this information, no prospect from your target audience will be left unreached through the use of advertising technology that allows you to confidently execute media buys across the entire 

Amazon Prime Video

 offered by Amazon as part of the Amazon Prime subscription package. It allows users to watch a variety of TV shows, movies, and other 

What are the benefits of using Amazon Prime Video?

One of the key benefits of Amazon Prime Video is that it offers a wide range of ad-supported and commercial-free options, making it a great platform for both advertisers and viewers. Advertisers can choose from a variety of ad formats, including pre-roll, mid-roll, and post-roll ads, as well as display ads and product placement options.

Amazon Prime Video is included as part of an Amazon Prime subscription, which costs $12.99/month or $119/year. If you are not an Amazon Prime member, you can also purchase Amazon Prime Video as a standalone service for $8.99/month.

When you have an Amazon Prime Subscription you also have access to other benefits such as free two-day shipping on eligible items, access to streaming of music, access to borrow books from the Kindle Owners' Lending Library, access to Amazon Prime Day, and more.

It's worth noting that the pricing may vary depending on the country you are located in.

How do I start advertising on Amazon Prime Video?

Amazon Prime Video is gaining traction in the 

 advertising space. The streaming service offers a versatile and effective platform for advertisers to reach their 

The process of buying ad space on Amazon Prime Video starts with identifying the specific shows or movies that align with your target audience. Once you have identified the content that is most relevant to your brand, you can work with Amazon's advertising team to create a customized ad campaign that reaches your target audience.

When creating your ad campaign, you will have the option to choose between a variety of 

, such as demographic targeting, interest targeting, and even geographic targeting. This allows you to reach the specific audience that is most likely to be interested in your products or services.

Once your ad campaign is created, Amazon will provide you with detailed performance metrics, including information on views, clicks, and conversions. This allows you to track the performance of your ad campaign and make adjustments as needed to optimize your results.

Simulmedia’s patented technology allows advertisers to target audience 

 with greater precision, granularity and timeliness.

 for linear and streaming TV planning, buying, activation and measurement, we have direct integrations to over 250 linear and CTV networks and publishers, including major streaming services akin to Amazon Prime Video. Our partnerships include over a dozen data providers that power data-driven TV viewership data, audience planning, segmentation and targeting, and cross-channel consumer behavior.

Together, the dual benefit of a broad network reach and granular audience targeting, tracking and measuring ensures a combined 

addressable streaming TV and non-addressable linear TV

 advertising experience that makes the most of any ad budget.

Apple TV+

Apple TV+ is an ad-free, subscription-based 

 from Apple that offers a wide variety of original content, including television shows, movies, and documentaries. The service is available on a variety of devices, including the Apple TV, iPhone, iPad, and Mac, as well as select 

One of the key features of Apple TV+ is its selection of original content, which includes popular shows such as "The Morning Show," "See," and "For All Mankind.” In addition to its original content, Apple TV+ also offers a wide variety of other programming, including movies, documentaries, and children's shows. This gives viewers a diverse selection of options to choose from and ensures that there is something for everyone to enjoy.

The service is available on a variety of devices, making it easy to watch your favorite shows and movies wherever you are.

One of the best ways to watch Apple TV+ is on the Apple TV 

 device. The device gives users access to the Apple TV+ app, as well as a variety of other streaming services, such as 

One of the other benefits of Apple TV+ is its integration with other Apple devices. With the service, you can easily access your favorite shows and movies on your Apple TV, iPhone, iPad, or Mac, and even start watching a show on one device and pick up where you left off on another.

If you don't have an Apple device, you can also watch Apple TV+ on select smart TVs and streaming devices. These include Samsung, LG, and Vizio smart TVs, as well as the Roku streaming device and Amazon Fire TV. These devices also support the Apple TV app and give you access to the same content and features as the Apple TV streaming device.

With a wide variety of devices and platforms supported, you can easily watch Apple TV+ on the device that suits you best. Whether you prefer a big screen experience or a mobile one, or you already have a smart TV or streaming device, you can enjoy the original content from Apple TV+ in a way that works for you.

 monetization models. In other words, Apple TV+ makes money through monthly and one-time fees. Apple TV+ is $6.99/month. On-demand content can be purchased from the Apple TV app, too. Prices here vary. Yellowstone, for example, is $3.99/episode or $19.99/season.

While TVOD is ad-free, its counterparts – 

 – both use advertisements. These methods offer a unique opportunity for advertisers to create advanced TV targeting strategies that reach audiences who are highly engaged with the video content they consume. VOD viewers watch more television than most viewers on average, and live event shows keep overall averages low for viewership. VOD viewers are a golden opportunity for advertisers to reach selective, engaged and intentional viewers who are most likely to engage in relevant advertising content when it hits them because of the self-selecting bias.

 platform, Simulmedia has direct integrations with over 250 networks and publishers in the 

, including every major streaming service, so advertisers can plan, buy, activate and measure across AVOD and ad-supported SVOD programming. Our proprietary technology takes into consideration the hundreds of combinations of target audiences, programs, and platforms on which a given ad can run, and churns out the most predictably successful campaign strategy based on your baseline metrics and campaign goals.

Alongside targeting VOD advertising, TV+ allows advertisers to place ads across networks, platforms, programs and services with different audiences and goals, to create a holistic, 360-degree approach to achieving a successful campaign. And your ad strategy can pivot as the results roll in, adopting a test-and-learn approach to optimization. Most importantly, our unique access to both linear and streaming TV inventory allows advertisers to understand where their audiences intersect and how best to reach them with guaranteed scale and speed that no one else can deliver.

Audiences

, any TV advertisement can fall on deaf ears. Defining and reaching the correct audiences can make or break the success of your strategy.

In the TV universe, audiences are defined as any group of viewers that have been segmented by a set of characteristics, such as geographic location, purchasing history, or annual household income, for example. These audiences are TV consumers who are targeted based on a single or several identifiers that place them as ideal candidates for engagement with and conversion from an advertisement.

Do you want your audience to see an advertisement for baby food, for example, and then buy that product? You’ll need to make sure your advertising agency defines which audiences are most likely to need the product, and act on their desire to follow-through with a purchase. TV attribution is used to identify these conversion pathways.

How do advertisers measure the audience reach of television?

 advertising, connecting with a media server, such as an IP (internet protocol), extracts audience information which advertisers can then collect for targeting and reporting purposes.

In linear TV advertising, advertisers connect with national networks to gather audience information. The more national networks an advertiser has access to, the greater the chance the ad has of reaching the largest number of households and targeting with more precision and clarity.

 should have partnerships with top-of-the-line data partners who can extract this audience information with ease and efficiency. One industry leader is Nielsen, who uses proprietary electronic measuring devices and software to capture what advertisements viewers are exposed to across devices.

Audiences who view an advertisement are measured in relation to the entire viewership of linear TV or 

 in any given time frame. Audience measurement is typically further segmented by media markets, which are defined by the size of a metropolitan area.

 or target rating points (TRPs) are the standard unit of measurement. A data-driven and automated workflow from your TV buying platform is crucial for speedy measurement reporting. With accurate and timely reports, re-targeting audiences, expanding reach, and increasing frequency is exponentially simpler when you’re looking to scale your campaign.

Every TV advertising campaign should be run with a set target audience, which can be built out, re-built as lookalike audiences, and re-targeted as the campaign’s success is measured and goes to scale.

Here at Simulmedia, we partner with audience data providers to build out these target audiences using high quality first and third party data sets based on observed behavior captured by 

automatic content recognition technology (ACR)

. Our expansive list of data partners offer a 360-degree view of user data, so your audience is based on a wide panel of data, leaving no room for gaps or guesswork in getting granular with your targeting. The larger the panel of data, the more accurate your targeting can be.

 considers audience behaviors and inventory-supply parameters across CTV and linear like budget, timeframe and network restrictions to recommend the most optimized plan for your goals. The platform then provides real-time cross channel reporting at a granular level, by network/publisher, program, depart and day of the week. Our data partnerships enable complete transparency into key performance metrics, such as how your advertising is driving web visits, app installs, and more essential KPIs.

Working with a Simulmedia account manager, we can identify a strategy that either prioritizes reach or frequency in targeting the households that match your model buyer personas, increasing the likelihood of converting viewers in buyers and therefore a profitable return on investment from your ad campaign.

AVOD (Advertising-Supported Video on Demand)

Advertising-Supported Video on Demand (AVOD) is one of three 

 services. In this model, consumers watch ads to access free or discounted streaming content.

, for instance. Ads intermittently air before and during whatever show or movie the viewer is watching, keeping viewership free and easily accessible. Other popular platforms that leverage this AVOD model include:

AVOD is a win-win for both advertisers and 

. Viewers are able to consume shows and movies at a low (or no) cost, whenever and wherever they want. At the same time, publishers are still able to generate revenue from their ad-supported content.

The AVOD video-monetization model is a simple, yet effective way for content creators with a large or growing audience to monetize their video content. Rather than advertise a product or service outright, content creators offer space to companies or organizations to run their own advertisements.

There are three types of video on demand: AVOD, 

. Not surprisingly, these acronyms are often confused for one another.

AVOD can best be distinguished from its counterparts in the way it drives revenue. In a SVOD model, viewers sign up for a subscription to access on demand-content. TVOD services also rely on a fee — viewers pay a one-time fee to watch to download or own individual pieces of content.

On the other hand, revenue in an advertising-supported video on demand (AVOD) model is entirely fueled by advertising, rather than payments made by viewers.

Each method has its own benefits. AVOD has become especially attractive to advertisers and viewers alike because payment plans and log-ins are not required. The result? The barrier to entry is low, giving advertisers access to a massive, diverse base of viewers.

AVOD has grown in popularity with today’s digital-first viewers, too. AVOD provides content that is easily accessible, on-demand — and perhaps most importantly, free. Unlike broadcast television, these ads are often shorter and less frequent, making the viewing experience even better.

Video on demand – specifically AVOD – offers a unique opportunity for advertisers to create advanced TV targeting strategies that reach audiences who are highly engaged with the video content they consume. VOD viewers watch more television than most viewers on average. AVOD viewers are a golden opportunity for advertisers to reach selective, engaged and intentional viewers who are most likely to engage in relevant advertising content when it appears before them because of the self-selecting bias.

, Simulmedia has direct integrations with over 250 networks and  publishers in the 

linear, connected TV (CTV) and streaming TV landscape

, including every major streaming service, so advertisers can plan, buy and measure across AVOD programming. Our proprietary technology takes into consideration the hundreds of combinations of target audiences, programs, and platforms on which a given ad can run, and creates the most predictably successful campaign strategy based on your baseline metrics and campaign goals.

Alongside targeting AVOD viewers, TV+ allows advertisers to place ads across networks, platforms and programs with different audiences and goals, to create a holistic, 360-degree approach to achieving a successful campaign. And your ad strategy can pivot as the results roll in, adopting a test-and-learn approach to optimization. Most importantly, our unique access to linear, CTV and streaming TV inventory allows advertisers to understand where their 

 intersect and how best to reach them with guaranteed scale and speed that no one else can deliver.

CPM (Cost Per Thousand)

Cost per thousand, or Cost per Mille (as it’s officially known), is a term to indicate the price of 1,000 advertisement 

, one impression would refer to one individual slot and time in which a single user was exposed to an advertisement, and each subsequent exposure is a new, additional impression. The advertising cost is the total budget spent on a given campaign. So, the CPM can be calculated with a simple formula:

Advertising cost / Impressions generated = CPM

CPM measurement considers impressions by the thousand as a shorthand given the sizable reach of most television campaigns. CPM is considered an advertising measurement benchmark that is standardized across the industry.

Brands use TV CPM trends to measure the effectiveness of advertising campaigns and various stages of deployment, and to compare success against previous campaigns. Since impressions are the precedent to conversion and revenue, measuring impressions can serve as an indicator of generating sales. Different advertisers have different predictions for how CPM should reflect revenue. Their predictions could be based on myriad factors, such as product type, the market, their target 

 makeup and company sales goals against previous quarters.

Typically, CPMs tend to be higher in CTV ad campaigns, because the inventory is more limited than with linear TV, and thus competition for slots is more aggressive. A bigger portion of the ad budget may go to any given ad slot, driving the CPM up for the same number of viewers reached.

At Simulmedia, our research with hundreds of clients has indicated that, for most brands, reaching an untouched prospect with a first impression is much more cost-efficient than reaching an existing prospect multiple times with increased frequency. The CPM value of reaching 1,000 new prospects, while often higher than when increasing frequency, is more rich than any other measurement. With strong creative, precise targeting and intentional timing, a campaign that reaches 1,000 new prospects could be attributable to numerous new, paying, loyal customers, making a higher CPM worth the investment.

One way to offset the risk of getting a high CPM when targeting new prospects is to make sure you have clearly defined your target audience. 

 takes a data-first approach to gathering audience reach information that goes beyond the minimalistic basics of sex, age, location attributes. By looking at more and more specific identifiers, advertisers can create defined target audiences, and from there increase reach by building look-alike audiences, which are audiences with similar potential to engage. That way, when you take your campaign to scale, you won’t have to settle for simply increasing frequency and potentially numbing users to your ads.

CPRP (Cost Per Reach Point)

The cost-per-reach point (CPRP) is the cost of achieving a 1% gross rating point (GRP), or 1% of all households with access to television. The gross rating point formula is a simple calculation of the cost of the advertisement, divided by the GRP percentage number. CPRP is a standard measurement of a linear TV ad campaign performance, and helps advertisers evaluate whether the ad slot purchase was cost-effective or not. This evaluation can be helpful information for networks at the 

, who use high CPRP results from previous season’s ad campaigns as leverage in price negotiations for the next season’s ad slots.

Cost per rating point is inherently based in the calculation of gross rating points (GRPs). GRPs are sticky and weighted, ultimately measured with consideration for how long an ad was watched. In order to achieve a full point, the ad needs to be watched to near completion by 1% of households.

CPRP is, like many of the standard measurement systems in TV advertising, an estimate. While CPRP evaluates the exact cost of exposure, exposure itself is based on a household-by-household basis and not on individuals. Therefore, while a household may view an ad, there could be, for example, a football viewing party in the household, which means the ad actually engaged 10 sets of eyeballs. The exact individual impressions – whether it is watching on a connected TV (CTV) or a more traditional one – is impossible to pinpoint, but exposure by household or account is a close metric for the industry.

Because CPRP is calculated based on all households with access to television, it is often useful to also look at 

 demographic information. It is valuable information for advertisers to consider how their target audience aligns – or misaligns – with who actually opts to watch their ad.'

For example: Was there an age group who was not targeted who actually tends to tune in during the ad’s run time? If people aged 65+ were not targeted during a 7a.m.- 8a.m. ad slot, yet many households in that age group in fact tuned in during that slot, how much exposure was missed? When running a second campaign to increase 

, or to scale, including that demographic in the target audience can snag more gross rating points, and thus a higher CPRP.

In any advertising campaign, the cost per reach is paramount to measuring success. However, advertisers cannot be remiss to forget the qualitative value of each household who is reached by an ad. Anyone looking to run a TV advertisement needs a trusted audience target development partner to ensure that their ad dollars are going towards the prospects most likely to convert into customers, not just happenstance viewers.


Without a defined audience, and with disregard for who makes a valuable customer, many ads may reach households who aren’t interested in the product, and serve them campaign-over-campaign simply because it’s airing on a hot network or a prime-time slot.


 has a solution for that. TV+ runs all the possibilities through its algorithm to consider demographic factors and viewing behaviors that match the model customer, while also considering less top-of-mind time slots and networks where those model customers may be found. This eliminates the possibility that a mismatched household will be served an ad; that a mismatched household will receive the same ad repetitively, as is the case with campaigns with aimless frequency; and, finally, that ad dollars aren’t spent through the lifecycle of a campaign without consideration for how it is performing along the way.


Ultimately, the cost-per-impression measured by our technology allows for the most cost-effective solution to linear TV and 

. While the cost per reach point (CPRP) does offer a view of the ad’s exposure, it does little to predict how those exposures may lead to direct sales in the way that audience targeting and campaign pivoting can provide.

CPV (Cost Per View)

Cost per view (CPV) is a pricing model in which an advertiser is charged for every view their video ad receives. 

, cost per view requires viewers to engage with an advertisement or spend a certain amount of time watching it. This is a welcome perk for advertisers. In the chance a campaign does not perform well and viewers immediately click out of an ad, the advertiser is not charged.

To create a cost-per-view ad, advertisers bid for an impression in the same manner as a pay-per-click ad: a marketer sets the maximum price they’re willing to pay for necessary keywords. Then, a bid is made for those keywords, and the highest bidder is awarded the ad space.

Popular keywords almost always require high bids, since there is more competition among advertisers for said keywords. Because of this, prices for CPV can fluctuate and vary greatly from one another. On average, though, 3 cents to 30 cents per view is common.

The cost per view formula is as follows: CPV = advertising cost/video views

The definition of a video view varies on the source. Google’s TrueView system for distributing YouTube-based advertisements is commonly used by advertisers. In this instance, Google defines a view as a viewer who interacts with or watches the first 30 seconds of a video ad. Twitter, on the other hand, defines a view as two seconds of watching with at least half of the video on-screen.

Other platforms have taken hold of this bidding model, too. TikTok, for instance, now offers CPV bidding, which is defined as a viewer who watches 6 seconds of a video longer than 30 seconds, the entirety of a video shorter than 30 seconds or an interaction with a video.

What’s the difference between CPV and CPM?

While cost per thousand (CPM) refers to the price of 1,000 ad impressions, CPV determines the price of a single view. Cost per impression can be applied to any type of advertisement, whereas CPV is used solely for video ads.

How can Simulmedia help cut down on CPV costs?

One way to offset the risk of getting a high CPV when targeting prospects is to make sure you have clearly defined your target audience. 

 takes a data-first approach to gathering audience data that goes beyond the minimalistic basics of sex, age, location attributes. By looking at more and more specific identifiers, advertisers can create defined target audiences, and from there increase attribution by building look-alike audiences, which are audiences with similar potential to engage. That way, when you take your campaign to scale, you won’t have to settle for simply increasing frequency and potentially 

CTV (Connected TV)

Connected TV (CTV) involves a device that is connected to or embedded in a Smart TV that supports video streaming platforms, such as Hulu, Netflix, Amazon Prime, Disney+ or many others. These devices have pre-loaded and ready-to-watch 

, that requires no download time on the part of the viewer. Today, there are more than 200 video-streaming services that are accessible through CTV.

This differs from linear TV, where a viewer tunes in to a TV program that is scheduled to air at a specific time and is broadcast by the original network, such as Showtime or CNN. Whereas with CTV, the viewing time is flexible and at the discretion of the viewer, often with a full season of a TV series pre-loaded.

CTV includes both streaming video and the digital advertisements that appear between or during these programs. Many video streaming platforms provide the option to pay a higher premium to access content uninterrupted by ads. According to a 2021 Deloitte digital media trends survey, 65% of respondents said they’re comfortable watching ads to eliminate extra subscription costs.

For advertisers, CTV poses a unique opportunity to target 

 that complement or overlap with linear TV demographics. Because CTV is connected to 

 technology, brands looking to advertise on streaming platforms can enjoy ACR’s robust data collection, which they can gather by employing a trusted ad technology partner, such as a demand-side platform (DSP). This DSP gathers this data to inform your precise audience targeting goals. From this detailed audience data, you can expect increased conversion for your ad campaign, including when taking the campaign to scale.

The connected TV landscape presents a new opportunity in the world of advertising, as streaming becomes part of the regular video consumption mix for households nationally. According to a Statista survey assessing internet-connected TV penetration rates in the US spanning 7 years, by midway through 2021, 82% of US households owned a CTV device – up from 50% in 2014. This astronomical rate of growth only means more opportunity for advertisers to invest their dollars into the CTV space and monetize on this trend.

Is connected TV (CTV) the same as streaming?

Contrary to popular belief, connected TV (CTV) and streaming are not interchangeable terms. Connected TV refers to a television — or device connected to a television — able to stream video content from the web. On the other hand, streaming refers to data or content that is transmitted through a continuous stream.

An iPhone, for instance, can be referred to as a streaming device. It would be wrong to call this device a connected TV, though, because it is not connected to a television. In other words, all connected TV devices stream video content — but not all streaming devices are connected TVs.

How can Simulmedia help you facilitate CTV advertising placements?

 allows advertisers to craft target audiences and run personalized ad experiences that are also measurable, so every household receives a unique, tailored experience of your brand or product. Plus, our proprietary Cross Channel Insights Dashboard provides detailed information as to how your target audience is distributed across both 

, including the overlap of those audiences; viewing behaviors of each household; intel as to which networks, programs, and dayparts the user is most engaged with; and more.

Armed with this information, no prospect from your target audience will be left unreached through the use of advertising technology that allows you to confidently execute media buys across the entire linear and CTV landscape.

Data-driven Linear

What is data-driven linear TV advertising?

The latest development in data-driven linear TV advertising is the ability to collect 

 data on linear TV ad campaigns through data enabled TV. This means TV viewership data can now be tied to consumer action, creating a direct link between audience ad exposure and actual business performance. The ability to see attribution between ad viewing and action across platforms, and make the connection from viewing on linear to purchasing in any environment, has offered linear TV advertising a greater power over ad measurement.

For example, AMC Networks has made efforts to scale its addressable TV offerings, including harnessing linear media data to deliver nationally targeted audiences – an upgrade from advertising’s historical ability to only reach at the local level. The benefit of using data to scale to reach a larger audience in this way is that one single campaign can reach an entire nationally targeted audience base, follow them across platforms, and ultimately reduce confusion around tracking business KPI’s.

As of 2021, the typical US household subscribes to up to 200 networks per year. This means their attention is diluted across the TV landscape. Data and access are key to enabling an ad to maximize audience reach and cover broad ground, wherever target audiences watch.


Data-gathering tools have only grown in their precision and depth over recent years. Today, brands can use these tools to gather minute details about their target audiences, and strategize their ad planning on linear TV channels in a way that wasn’t possible with traditional television advertising 25 years ago. Data-driven linear tv advertising is a growing and ever-evolving industry built on the evolving software of any given TV buying platform

, Simulmedia takes a data-driven approach to buying linear TV ads (as well as connected TV). We partner with several data partners to ensure that every touch point in the buying process is driven by data and offers predictability and opportunities to optimize. From developing a target audience based on first- and third-party data, to placing ads based on who is watching, and where, to assessing creative messaging and reporting effectiveness, to attributing in-person and digital purchasing to TV ad exposure — data is at the heart of how we plan.

 make this data-driven decision making process possible. Our partner AppsFlyer uses data sets to attribute app installs to TV ad spend; Dynata uses data sets to understand the awareness lift of a campaign, and to measure and report how creative resonates within a market; and Google Analytics leverages existing site data to gather intelligence on how TV ad exposure drives site activity. These are just a few of our several partners who help make possible our data-driven linear TV advertising approach.

DSP (Demand-Side Platform)

A demand-side platform (DSP) is a software or software system that allows buyers of advertising inventory to use automation to facilitate the ad-buying process. A DSP is a powerful marketing tool, as it gives advertisers and media buyers the ability to buy and manage inventory from multiple ad sources via one interface. A DSP can allow advertisers and media buying agencies to bid automatically on video, display, mobile and search ad inventory made available from a far-ranging variety of publishers.

How does a demand-side platform (DSP) work?

A demand-side platform (DSP) has several moving parts. To begin, an advertiser uploads their creative, determines the target audience and creates a budget for their campaign. On the flip side, publishers make their ad inventory and impressions available on the DSP.

Once the advertiser has uploaded their campaign, the DSP looks through its network of publishers for available impressions relevant to the advertiser’s targeting criteria. Once a suitable ad space is found, the DSP makes a bid for placement — and if the advertiser wins, the DSP places the ad.

This all happens within milliseconds, thanks to real-time programmatic bidding technology, AI and algorithmic learning.

Which demand-side platforms (DSP) are most popular?

There are many demand-side platforms (DSPs) for advertisers to choose from, but the 10 most popular include:

What are the advantages of using a demand-side platform (DSP)?

Demand-side platforms (DSPs) are both cost and time-efficient. Rather than manually finding and contacting hundreds of publishers with offers, DSPs allow advertisers to manage their campaigns across multiple sites from one place. As a DSP handles more data, the more intelligently it will buy, therefore securing the best price for each bid request.

Demand-side platforms (DSP) also allow for better targeting. Historically, ad networks have had limited audience targeting capabilities, limiting an advertiser’s reach. Demand-side platforms (DSPs) have changed this. Now advertisers can create their own targeting criteria, allowing for more accurate and specific audience targeting.

Advertisers can easily pull aggregated data from their DSP. Because advertisers have access to a wide range of data, it’s possible to monitor and optimize campaigns in real time.

While demand-side platforms certainly have their benefits, there’s still room for improvement. Demand-side platforms are built for the world of digital advertising, rather than 

connected (CTV) or streaming TV advertising

, our innovative and patented technology that allows advertisers to reach target audiences with unparalleled certainty, efficiency and speed no matter where they are watching or streaming.

As part of our TV+ planning, buying, activation and measurement platform, Simulmedia’s proprietary software and methodology allows advertisers to select media placements from a wide range of inventory and achieve a more cost-efficient audience reach, delivering a return-on-investment and clear attribution from new prospect to converted customer.

First, the TV+ platform gathers information on a brand’s TV audience targeting. It then “disaggregates” the audience, so that each individual person in that target audience is targeted in a unique fashion. From there, using historical data gleaned from billions of data points ingested daily about TV viewership behavior, the platform gives a probability rating for viewing likelihood to each individual, and for how long they will watch, allowing the advertiser to allocate their ad dollars very specifically across a reach-based campaign.

Glossary

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