It’s official: Tucker Carlson is no longer with Fox News.

For advertisers, media buyers, and brands, this poses a big question. Where will Carlson’s viewers go — and how will we be able to find them?

Cable news is a valuable reach vehicle across many strategic target audiences, so we’ve been digging in with our Data Science team to determine what the impact might be for advertisers.

But before we forecast the future, it’s important we look to the past.

Looking to the Past: Bill O’Reilly’s Departure

The last popular news anchor to depart Fox News unexpectedly was Bill O’Reilly back in April of 2017. The show generated $446 million in ad revenue from 2014 to 2016 with an average of 33 commercials a night.

, ratings declined for his time slot upon his exit — and the overall network viewership took about an 8% hit.

However, this was short-lived. After about a month, Fox News network viewership bounced back to pre-O’Reilly departure levels.

Tucker Carlson, his replacement, saw over 600,000 viewers in his debut on Fox News. The show went on to average nearly 3 million viewers daily in the first quarter of 2018 — lower than O’Reilly’s last two years but better than his performance pre-Trump, according to 

Carlson’s success continued to grow throughout his time on Fox.

From January 1st to April 23rd in 2023, Tucker Carlson Tonight comprised 

 watched on Fox News from Jan. 1st to April 23rd in 2023.

Since January 1st, Carlson’s show has ranked the 

 in terms of linear watch-time across all networks, and the 5th most watched program during primetime hours across all networks.

What does this mean for Fox News post-Carlson?

Our team found that Monday night’s Fox News Tonight, the first 8pm temporary replacement hosted by Brian Kilmeade, saw a 21% decline versus Tucker Carlson’s average viewership. That said, Hannity at 9pm did not see any difference in viewership.

If we continue to see an overall delivery decline on the network post-Tucker Carlson, we anticipate it to rebound in a similar fashion as in 2017.

Why? A look at the data shows Fox News’ ability to rebound in a matter of months during times of uncertainty. Furthermore, Fox News has exclusive rights to the first GOP debate in August, with campaign coverage to follow throughout the next several months. In other words, exclusive coverage of the highly anticipated GOP debate is likely to bring in viewers and boost viewership.

We also know O’Reilly’s 2016 and 2017 ratings soared due in part to the 2016 presidential election and beginning of President Donald Trump in the White House. In 2016, O’Reilly’s show saw an 

average of more than 3.3 million total viewers

, and about 573,000 viewers in the coveted 25-54 year-old demographic. The big takeaway: Elections are a huge factor in boosting viewership, and Fox News is just months away from one of the biggest debates of the year.

What Are Audiences Watching in the Interim?

To demonstrate just how powerful maximizing unique reach can be, we took a look at audiences who watched Carlson’s show in the last months. Our goal is to show that even without a spot on Carlson’s show, you can still reach these audiences through our powerful TV+ platform.

For a campaign of $1 million, our platform selected 64 networks across all of national linear TV — some that may even seem counterintuitive, like MSNBC. Here’s a snippet of what that plan looks like:

While this was just an experiment, it goes to show that viewers won’t disappear when their favorite talkshow does. Rather, they turn to other channels.

Interested in seeing how Simulmedia can strategically find your brand’s target audience and help you take control during this uncertain time? 

Tucker Carlson’s Exit: What Advertisers Need To Know

The big news in our industry last week was the antitrust lawsuit filed by the Department of Justice and a number of states’ Attorneys General against Google for alleged monopolistic practices in the operation of its advertising technology businesses.

We have all been waiting for it for years. In fact, I enjoyed watching a 

 posted by legendary investment banker (and comedian) Terry Kawaja of LUMA Partners recently on social media of a talk that he gave at a Google event 10 years ago. He led off with jokes about the likely presence of DOJ folks in the back of the room -- since every major digital publisher and advertiser was there, and inevitably tied up with its DoubleClick and other owned and controlled ad-tech platforms.

Most expect that the desired outcome of this week’s lawsuit will be the separation of Google’s ad-tech businesses -- DoubleClick for publishers, Google Ad Exchange marketplace and Google Ad Manager and Google DB 360 digital ad-buying platforms -- so that they can’t cross-subsidize each other and be used in tandem to force advertisers and/or publishers to adopt Google tools and potentially pay anticompetitive rates.

Hanging over everything is the enormous market power of Google’s parent company’s ownership of so many other businesses that could either impact or cross-subsidize its ad-tech businesses, including its offerings in streaming video (YouTube), storage (Google Cloud), email (Gmail), content (Google News), navigation (Waymo), insights (Google Analytics) and many others.

Will an ad-tech breakup actually happen? I don’t know.

When the DOJ went after Microsoft in a similar fashion back in 2001, hoping to force it to break up its personal computer software, business enterprise software and consumer gaming businesses, it won the suit but ended up settling with Microsoft to just change some of its business practices, including unbundling its Explorer Internet browser, which was being bundled in its Windows software.

My sense then was that Microsoft and its shareholders would have been better off with unbundling. Each could have grown differently -- likely faster – and probably could have each been stronger alone than together. Given the fact that Microsoft’s stock price and performance was pretty poor for a long time until Satya Nadella finally took over as CEO in 2014, that sense was probably right.

I think the same for Alphabet today. Sure, there is some strong synergy between its ad tech and other businesses. And its dominant search and YouTube businesses are big parts of that. However, I am convinced that the ad-tech assets are held back as much or more as they are benefited, and that they would be better as a standalone company singularly focused on serving its advertising and publisher customers, separated from all of the internal and sometimes conflicting and compromising Google and Alphabet pressures.

So, if I were Alphabet, I would take a page out of Br'er Rabbit, and not mind so much if I had to break up some of my advertising technology businesses.

 for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. 

An earlier version of this blog was originally published by 

If the Department of Justice's antitrust lawsuit against Alphabet is successful, Google's ad-tech business and its advertising and publisher customers may end up better off.

Will Alphabet Actually Benefit From the DOJ Lawsuit Against Google?

Nothing drives viewership like sports, and with the rise of streaming TV, it’s a whole new ballgame. Just how important are sports to TV? Consider this: in 2022, 94 of the top 100 highest-rated programs were sports broadcasts! What will the future bring as more streamers get involved? How will the surge in sports betting shape the fortunes of teams, leagues and media partners? 

For answers to these and more burning questions, the Simulmedia Salon Series turned to special guest and 

, the former President of Turner, and a member of the 

 Hall of Fame. Below are highlights of the insights he shared with 

, CEO and Founder of Simulmedia, and the Salon attendees:

"There is no appointment viewing on entertainment anymore. I can't remember the last time anybody said, 'Oh, my god. I can't go out tonight, I have to go watch this show.' You go back seven years ago: there was no Peacock, there was no Paramount+, there was no HBO Max. And so where sports are being distributed, and the consumer habits, have completely changed, viewing habits have completely changed, and everything is portable now.

"The NFL and its first year on Amazon was a huge success. People say the ratings were down, but of course they're down --  it’s on a streaming service on a different platform that people aren't used to. It took me two weeks to figure out how to get the Fire Stick to work to get the NFL game on, but I did it, because I wanted to watch it. I also think the deal that MLS did with Apple is going to be unique.

"And I think the happiest person probably is [NBA commissioner] Adam Silver because he can now sit on the sidelines for two years and see how Amazon progresses and see how Apple progresses and see who’s going to go on with the other streaming services with the other media companies. But there's no doubt in my mind that he certainly has to play some role, because the next generation of fans are using streaming services."

"First of all, just for full disclosure, I am also the Chairman of the Board of a company called Genius Sports, which  basically buys the data live streaming rights from all the sports leagues, and then we repackage it and we sell it to sports books. So the reason why I disclose that is I really believe that sports books are either going to buy media companies, or media companies are going to buy sports books, or sports books are just going to create their own media companies. FanDuel is already out there with FanDuel TV. I think you're seeing a very strong aggressive move with DraftKings and their ownership of content.

"So ultimately ESPN is going to buy a sports book or create one of their own. That moment is when I think Disney will spin out the company, because I don't think it fits with the family-friendly brand. But right now, I think there's too too much positive cash flow with ESPN, so if I'm Disney, I want that under my books so I can build out the things I need to build out right now.

"Also, ESPN+ is in 27-28 million homes right now. It's not enough. Cable now is in 75 million homes paying $15-$20 a month for the entire ESPN portfolio. You do the math: it's a lot to give up and to shift over. So they still have to keep a lot of their quality high-end programming on ESPN. But as cord-cutting continues to happen and the number of homes gets down to 50 million, I think you're going to see a shifting of a lot of that programming out of ESPN and onto ESPN+. They may simulcast it first so it will be on both, and then the [MVPD] operators will yell and they'll take their $15 down to $12, but it's still 12 bucks. Then ultimately, all the programming will end up on ESPN+ and there'll still be programming on ESPN, but it will be much easier and safer to have the company spin out."

Will U.S. Media Companies Own Sports Teams?

"At Turner, we owned the Braves and we owned the Hawks for many years. I remember having this conversation with Ted Turner: I go, 'Why do you have the Atlanta Braves? What do you care about this baseball team?' He goes, 'I don't even like baseball.' I said, 'Okay, then why'd you buy the team?' He said, 'Because it's 125 games and I get three-and-a-half hours in primetime, that's a lot of programming I don't have to program for.' So he completely thought about it as a programming deal.

"Teams are hard to manage, I actually don't believe the leagues themselves want media companies to own teams anymore. I actually think the new nouveau buyers of teams now are going to be private equity companies, and you're starting to see it already."

"I think it boils down to two words: personalization and gamification. Let’s use sports betting for example: If every single person in the United States that could possibly bet on something did so, it would only be 8% of the country. It's not that big. People think, 'Oh, 50% of the country is going to be betting.' No, it’s 8%. Now, 8% is a good number if you think about how big our country is. So there may be a betting feed [for a game], but it's not going to be for everyone --  you're not going to put out an entire betting feed for the other 92% that doesn't want to watch gambling stuff. But there will be feeds and personalization for what you want, and gamification is already happening. I think you're already seeing it on Amazon. 

"When March Madness came to Turner, for the semi-finals and finals we actually had alternate telecasts with homies for the teams that were playing. So if Duke was playing Syracuse, we hired a bunch of Duke fanatic play-by-play guys and old Duke legends to be on the telecast in Syracuse. We did that on TNT and we had a Syracuse one on truTV, and on TBS was the normal Jim Nance broadcast. The Manning Brothers are the exact same thing -- it's just another feed. If you don't want to listen to the Manning Brothers, you don't have to, you can watch a great football game. But I think you're going to be able to have numerous feeds and sports betting is going to be one of them."

Creating Destination Programming With Sports

"It has to be authentic. You can't put A and B together if it's not authentic and it's not real and it doesn't have real brands on it -- it's not going to work. So when we did 

 at Turner in 2018, it was easy for me to understand it and create it. The two biggest names in golf were Tiger Woods and Phil Mickelson, and I knew television ratings were always 30% higher when they were on the leaderboard, so why not just take the higher 30% ratings, have them play against each other in a gambling match for $9-million bucks?

"It came easy. If you manufacture events and they're not easy to understand, you should probably not do it. As soon as I said 'pickleball with John McEnroe and Andre Agassi,' it worked. So Horizon Sports & Experiences is producing the 

 with Agassi, McEnore, Michael Chang and Andy Roddick competing for a $1 million purse at the Seminole Hard Rock Hotel & Casino in Hollywood, Florida on April 2, to be televised exclusively on ESPN."

"I was watching NFL football and college football all through the holidays; I had my kids and girlfriends and boyfriends all over at the house and every single one of them were on their phone doing parlays for $5 here, $5 there. Sports ratings are still growing because of engagement. If you bet on a game, you're 98% more likely to watch the game. If you're going to watch the game, you're engaged. If you're engaged, you spend more time watching. One of the Nielsen rankings, as you get ratings, is time spent viewing. So if you spend a little more time watching, ratings are going to go up. If ratings go up, advertising goes up. If advertising goes up, media rights go up. If media rights go up, franchise values go up. All from a $5 bet."

Discover the future of sports and streaming from media all-star David Levy, who joined the Simulmedia Salon to discuss the impact of betting, how to create fan engagement, the growth of destination programming and more.

Why Sports Programming Is a Safe Bet for Streaming's Future

Recently, Microsoft announced it was laying off more than 10,000 of its employees. Two weeks before that, Salesforce announced it would cut 8,000 employees from its roster. That same day, Amazon announced that it would lay off 8,000 employees on top of the 10,000 that it already announced in November. Also in November, Meta (Facebook) announced 11,000 layoffs.

According to tracking site Layoffs.fyi, 122 companies have laid off 37,525 tech workers in the first 18 days of this year. In 2022, 1025 tech companies laid off 154,386 employees.

For those impacted, their families, dependents and communities, this is a terrible situation, and nothing that I write here today is intended to make light of that or present it as anything other tragic.

This happened not just because of softness in the advertising market (which is a primary or significant revenue driver for the majority of today’s tech giants) or supply chain issues. It also happened because, as we all know, many of these companies purposefully over-hired tech talent over the past half dozen years, stockpiling developers, scientists and product managers as much to keep them away from their competitors than because they desperately needed that many people to build against high-priority product roadmaps.

Many of the big tech players were growing fast, running fat profit margins and had stock prices that kept going up and to the right. With the cost of capital practically free, money was everywhere, and cost-conscious fiscal discipline wasn’t the core ethos of how these companies operated.

The tech giants weren’t just keeping these extraordinarily talented and well-trained technologists away from other big tech companies (and little ones too), they were keeping them from the tens of thousands of companies operating businesses that weren’t “technology first,” but needed to embrace technology if there were going to survive and thrive in the onrushing and overwhelming digital future that now confronts them.

These companies operate in more staid, less sexy businesses -- maybe in government, nonprofits, manufacturing, service delivery, food, agriculture, construction, or hospitality, you name it. There's high potential for magic in the mixing of great tech talent wanting to work and make a difference, and tech-needy institutions needing high-quality help.

We saw tens of thousands of recently laid off Internet-trained workers make their way into mainstream companies and organizations in the wake of the dot-com bubble bursting in 2001, transforming many of those companies. I believe we will see the same thing now, but at a much more massive and faster scale. I know that this line of thinking doesn’t provide solace for those whose lives have just been upended, but it should give all of us optimism for the long-term health and vibrancy of our society and institutions.

We have long needed to democratize the haves and the have-nots of technology talent. It will be painful and dislocating for too many who don’t deserve it and did nothing wrong, but it will make a big difference in the end.

Discover what's really behind the thousands of tech industry layoffs in 2023 and how they will impact a huge range of organizations that didn't put technology first in the past.

How Mass Tech Layoffs May Transform Mainstream Companies

When it comes to sustainability, Gen Z is a powerhouse in championing the cause — research from Morning Consult shows that Zoomers value sustainability when choosing a brand, above all other generations.

Earth Day is the perfect opportunity for brands looking to resonate and connect with environmentally-conscious and younger generations. The best way to go about creating a campaign for the holiday? 

: a cost-effective solution for reaching audiences with laser-like precision at scale. In this blog, we’ll explore the benefits of CTV advertising for reaching these demographics and why it works so well for creating effective and engaging campaigns.

The Challenge for Advertisers This Earth Day

From sustainable business practices to cruelty-free certifications, today’s consumers want to buy from brands that align with their values.

Keeping all of this in mind, it’s not surprising that industries with a direct influence on the environment have leveraged the holiday to connect with those who care about going green, including:

Environmental organizations and non-profits, who may use the occasion to raise awareness about environmental issues and encourage people to take action to protect the planet.

Consumer goods companies, such as clothing and shoe manufacturers, who may promote their environmentally friendly products and practices.

Automotive and transportation companies, who may advertise electric and hybrid cars, and promote carpooling, public transportation, and bike-sharing.

Energy companies, who may advertise their renewable energy sources and energy-efficient products, such as solar panels and wind turbines.

Food and agriculture companies, who may advertise their organic and sustainable farming practices.

The issue? The increasingly fragmented, multi-channel landscape that now exists. Brands have a plethora of options when it comes to targeting and reaching consumers, from traditional television to streaming services to even gaming consoles. With so many devices, channels and platforms competing for consumers' attention, though, it can be difficult to determine what platforms work best.

In the same vein, with the shift of media consumption, advertisers face the challenge of creating ads that will work well on both traditional television and digital platforms, as more and more people consume content online. This requires a different approach to ad creation and targeting, as well as different metrics for measuring success.

What’s a marketer to do? This leads us to our next point.

Younger, Eco-Friendly Consumers Are Watching Streaming TV Ads

Streaming is now the single most popular channel for TV consumption in the U.S., according to Nielsen, attracting more viewers than not only traditional broadcast and cable, but also more time spent than social media, gaming and music. And when it comes to advertising, adults in the U.S. pay more attention to streaming TV than another media channel, 

 found, thanks to the full-screen presentation, immersive experiences and non-skippable ad formats.

How CTV and Streaming Advertising Can Help Advertisers Reach The Right Audience

Streaming and Connected Television (CTV) advertising

 combines the reach of traditional television with the targeting capabilities of digital advertising, allowing advertisers to reach a large and diverse audience with a high level of precision and efficiency.

What’s more, streaming and CTV offer advertisers specific capabilities that are superior to other media, such as addressable targeting, deterministic measurement, campaign flexibility and speed, performance-led optimizations, cost-effectiveness and audience engagement. And when it comes to return on investment, streaming TV delivers a 30% higher ROI than all other marketing channels, including digital video, digital display, paid search and social, according to Analytics Partners. Streaming and CTV advertising can also provide a more premium, safe environment for brands, which can help build trust and credibility with potential customers.

How CTV and Streaming Advertising Complements Existing Digital and Social Strategies

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys for the holiday. By using a 

, brands can reach potential customers through a variety of platforms, increasing the chances of their message being seen. Additionally, CTV advertising can provide measurable results, allowing advertisers to track the effectiveness of their campaigns and adjust them as needed, making the most of their advertising budget.

Simulmedia’s Unique CTV Advertising Solution for Earth Day

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help this Earth Day:

Our technology allows us to build your audience target by who they are, how they’re watching and what they’re watching so we can confidently reach them at the most high-engagement, high-attention moments and at the most efficient cost.

Our direct integrations with virtually every ad-supported streaming service, publisher and app  – plus every linear network and channel – allows us to place your ads in premium, brand-safe environments with full transparency into where you’re running.

To ensure maximum results with minimal waste, we deduplicate audiences and 

 across ad-supported streaming services so you’re not overdelivering your message to the same viewers.

Our team of experts and TV veterans manage all aspects of your campaign from start to finish.

We provide more granular measurement of the KPIs that matter to you than you’ve ever enjoyed before while our dedicated Simulmedia team optimizes your campaign for continuous improvement throughout your flight.

In conclusion, as a marketer, CTV advertising should definitely be considered as part of your Earth Day advertising strategy. It offers a wide range of benefits, including precise targeting, engaging ad experiences, and measurable results. Plus, it can effectively complement your existing online, social or digital advertising strategy or media buys. By using CTV in conjunction with other channels, you can create a more cohesive and consistent brand message across all channels and reach your target audience in a more effective way.

Connecting with Conscious Consumers: How CTV Advertising Can Help Your Earth Day Campaign

As the weather gets warmer, suncare, skincare and beauty brands are primed to capitalize on the season. Seasonality is a key trend for these industries, and the summer is especially critical, given that women across ages, as well as a growing group of men, are looking to purchase beauty and personal care products that beat the heat.

An evolution in beauty trends, economic tradewinds and more have thrown a curveball at advertisers looking to reach these demographics. Enter 

: a cost-effective solution for reaching audiences with laser-like precision at scale. In this blog, we’ll explore the benefits of CTV advertising for the season and why it works so well for creating effective and engaging campaigns.

The Challenge for Advertisers This Summer Season

From vegan ingredients to cruelty-free certifications, today’s beauty connoisseur wants products they know won’t harm their skin — or the environment. At the same time, lipstick spending, or the desire to splurge on small indulgences during recessions, has kept buyers’ interest in these goods piqued.

Keeping all of this in mind, it’s not surprising that beauty spending continues to rise, despite economic downturns elsewhere — reports show makeup sales up 20% in the first half of 2022, for instance. In other words, beauty and personal care brands remain cautious, yet optimistic — prompting advertisers to seek out cost-effective options to reach their key demographics.

Beauty Buyers Are Watching Streaming TV Ads

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys for the summer reason. By using a 

Simulmedia’s Unique CTV Advertising Solution for this Graduation Season

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help this season:

In conclusion, as a marketer, CTV advertising should definitely be considered as part of your summer season advertising strategy. It offers a wide range of benefits, including precise targeting, engaging ad experiences, and measurable results. Plus, it can effectively complement your existing online, social or digital advertising strategy or media buys. By using CTV in conjunction with other channels, you can create a more cohesive and consistent brand message across all channels and reach your target audience in a more effective way.

Summer is the Season for Beauty Brands to Shine with CTV Advertising

With college graduation fast approaching, consumers are gearing up to celebrate the college grads in their lives. A look at the numbers is telling — the NRF’s latest report forecasted nearly 6 billion spent on apparel, electronics and other gifts during the season.

To make the most of the occasion, brands and advertisers must find the best way to reach these shoppers, namely 

. In this blog, we’ll explore the benefits of CTV advertising for the seasonal trend and how it can help you create effective and engaging campaigns.

The Challenge for Advertisers This Graduation Season

A successful campaign for the graduation season does not come without challenges. Take the high cost of advertising during this holiday, for instance. Competition for ad space across industries, from CPG brands to travel and leisure to moving companies, drives up prices, making it difficult for smaller companies or those with limited budgets to effectively reach their target audiences.

Additionally, with so many companies and brands vying for consumers' attention, it can be hard to reach the right target audience, hence a lot of ads might be seen by the wrong target audience and not generate the desired results. This can make it difficult for advertisers to effectively reach their target audiences and achieve their desired results.

Gift Givers Are Watching Streaming TV Ads

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys for Valentine's Day. By using a 

In conclusion, as a marketer, CTV advertising should definitely be considered as part of your graduation season advertising strategy. It offers a wide range of benefits, including precise targeting, engaging ad experiences, and measurable results. Plus, it can effectively complement your existing online, social or digital advertising strategy or media buys. By using CTV in conjunction with other channels, you can create a more cohesive and consistent brand message across all channels and reach your target audience in a more effective way. 

From Campus to Career: How CTV Advertising Can Help You Connect with College Graduates

From spa outings to brunch reservations and more, consumers are eager to splurge on gifts for Mother’s Day. A look at the numbers is telling. The NRF’s latest report forecasted a staggering $31.7 billion spent on the holiday — a stark increase from the prior year.

To make the most of the holiday, brands and advertisers must find the best way to reach these shoppers, namely 

. In this blog, we’ll explore the benefits of CTV advertising for the seasonal trend and how it can help you create effective and engaging campaigns for a memorable Mother’s Day.

The Challenge for Advertisers During Mother’s Day

Because Mother's Day is a widely recognized holiday, competition among advertisers is steep. This, in turn, continues to drive up prices, making it difficult for smaller companies or those with limited budgets to effectively reach Mother’s Day shoppers.

Another issue stems from the increasingly fragmented, multi-channel landscape that now exists. Brands have a plethora of options when it comes to targeting and reaching consumers, from traditional television to streaming services to even gaming consoles. With so many devices, channels and platforms competing for consumers' attention, though, it can be difficult to determine what platforms work best.

Mother’s Day Shoppers Are Watching Streaming TV Ads

Streaming in Style: How CTV and Streaming Advertising Optimize Your Campaigns

What’s more, streaming and CTV offer advertisers specific capabilities that are superior to other media, such as addressable targeting, deterministic measurement, campaign flexibility and speed, performance-led optimizations, cost-effectiveness and audience engagement.

And when it comes to return on investment, streaming TV delivers a 30% higher ROI than all other marketing channels, including digital video, digital display, paid search and social, according to Analytics Partners. Streaming and CTV advertising can also provide a more premium, safe environment for brands, which can help build trust and credibility with potential customers.

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys for Mother’s Day. By using a 

TV that Connects to the Heart: Simulmedia’s Unique CTV Advertising Solution for Mother’s Day

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help you create campaigns that reach your shopperes:

Our direct integrations with virtually every ad-supported streaming service, publisher and app – plus every linear network and channel – allows us to place your ads in premium, brand-safe environments with full transparency into where you’re running.

We provide more granular measurement of the KPIs that matter to you than you’ve ever enjoyed before while our dedicated Simulmedia team optimizes your campaign for continuous improvement throughout your flight. 

In conclusion, as a marketer, CTV advertising should definitely be considered as part of your advertising strategy if it’s Mother’s Day shoppers you’re trying to reach. Use this strategy by itself or in conjunction with other channels to create a more cohesive and consistent brand message and reach your target audience in a more effective way. 

Discover how to effectively reach moms on Mother's Day through connected TV advertising. Learn about targeting options, creative best practices, and more in our blog.

Connected TV: The Mother of All Advertising for Mother's Day

Whether it’s during Women’s History Month in March or all year long, female consumers are a significant and growing market segment that brands, advertisers and marketers cannot afford to ignore – a segment that represents up to $15 trillion in buying power, according to Nielsen.

However, to successfully engage with female consumers, it's essential to understand their unique consumption habits, preferences, and values. One of the most effective ways to reach this demographic is through 

 advertising. In this article, we will explore how advertisers, brands, and marketers can and should use CTV and streaming advertising to communicate, reach, and advertise to female consumers in the United States.

Strategies for Tapping Into the Purchasing Power of Female Consumers

In addition to prioritizing inclusion in marketing and advertising efforts, there are several strategies that brands, marketers, and advertisers can use to effectively reach and engage the women’s consumer market.

One effective strategy is to use targeted marketing and advertising. This means creating campaigns and advertising that are specifically tailored to the female consumer market. For example, brands can use targeted advertising on social media platforms to reach specific segments of the female population, such as millennial women.

Another effective strategy is to sponsor and participate in events and initiatives that are important to the women communities. Gen Z is increasingly drawn to authenticity, and campaigns with a focus on empowerment and change are likely to resonate with younger women. For example, brands can sponsor and participate in events such as the Women in Film Crystal + Lucy Awards and the Women’s Media Awards, which are highly visible and respected within the female community.

Finally, brands, marketers, and advertisers can also use cause-related marketing to connect with the female consumer market. This means creating campaigns and advertising that support a cause or issue that is important to the female community, such as gender equality or economic empowerment.

, women make up a sizable audience — research shows 56% of the streaming TV audience is women, compared to 47% of men. With this demographic more tuned into 

, than ever before, businesses can reach female consumers through targeted advertising on streaming platforms.

How CTV and Streaming Advertising Can Reach Women

To effectively reach female consumers through CTV and streaming advertising, businesses must understand and respect their unique consumption habits, preferences, and values. Here are a few tips for how businesses can effectively engage with women through CTV and streaming advertising:

 Women are more likely to respond to advertising that is inclusive and representative across ages, ethnicities and lifestyles. In fact, Nielsen's Attitudes on Representation on TV study found that 48% of viewers are more likely to buy from brands that feature someone from their identity group in advertisements, and a study by executive director of San Diego State University’s Center found that streaming shows have more major female characters than traditional television.

 CTV and streaming platforms offer businesses the ability to target specific demographics, such as female consumers, through data-driven targeting. This allows businesses to reach female consumers in a more targeted and effective way.

 Women are investing in their future more than ever before, with college enrollment and career-seeking rising year over year. Campaigns and products that empower women in their drive to learn, succeed and invest are likely to resonate with this demographic.

The Advantages of CTV Advertising for Reaching Women

While online advertising can be targeted to specific demographics, it's limited to people who are actively browsing digital or social platforms. Plus, ad-blocking software has become increasingly popular among consumers, which can make online advertising less effective.

CTV advertising, on the other hand, reaches viewers who are watching streaming services as well as the streaming apps associated with linear networks, making it a more effective way to reach potential customers.

Streaming and CTV Advertising: A Cost-Effective Solution for Marketers

Streaming and CTV offer marketers specific capabilities that are superior to other media, such as addressable targeting, deterministic measurement, campaign flexibility and speed, performance-led optimizations, cost-effectiveness and audience engagement. And when it comes to return on investment, streaming TV delivers a 30% higher ROI than all other marketing channels, including digital video, digital display, paid search and social, according to Analytics Partners. Streaming and CTV advertising can also provide a more premium, safe environment for brands, which can help build trust and credibility with potential customers.

How CTV Advertising Complements Existing Digital and Social Strategies

Streaming and CTV advertising can be a cost-effective complement to a marketer’s existing online, social, or digital advertising strategy. By using a multichannel approach, tax preparation services can reach potential customers through a variety of platforms, increasing the chances of their message being seen. Additionally, CTV advertising can provide measurable results, allowing advertisers to track the effectiveness of their campaigns and adjust them as needed, making the most of their advertising budget.

Simulmedia’s Unique CTV Advertising Solution for Marketers

 is the only streaming TV advertising platform designed to prioritize a marketer’s needs. Here’s how we can help this tax season:

Our technology allows us to build your audience target by who they are, how they’re watching and what they’re watching so we can confidently reach them at the most high-engagement, high-attention moments and at the most efficient cost both nationally or by county, state, DMA or region.

To ensure maximum results with minimal waste, we deduplicate audiences and manage frequency across ad-supported streaming services so you’re not overdelivering your message to the same viewers.

Streaming and CTV Advertising: The Key to Success With Female Audiences

By developing culturally relevant and authentic advertising, prioritizing diversity and inclusivity, leveraging data and targeting, and aligning with female consumer's values, brands and marketers can effectively connect with female consumers through CTV and streaming platforms. It is crucial for businesses to understand the unique consumption habits, preferences and values of female consumers to create relevant and effective campaigns. As female consumers continue to be early adopters of technology and spend more time on streaming services, businesses that prioritize CTV and streaming advertising will be well positioned to tap into this significant and growing market segment, and to build long-lasting relationships with female consumers.

Unlock the power of CTV advertising to connect with female audiences. Learn how this platform can help you reach women viewers and drive conversions.

Unlock the Power of CTV and Streaming Advertising to Connect with Female Viewers

The NFL championship is the perfect opportunity for advertisers, from consumer goods like Pepsi to tech companies like Apple and more, to reach football fanatics. Adweek reported over 150 million viewers across traditional television and streaming platforms for last year’s Super Bowl Sunday, as well as a staggering 2.39 billion verified household ad impressions in just 216 minutes.

The Challenge for Advertisers This Super Bowl

A spot during the big game can be costly. Competition for ad space continues to drive up prices, making it difficult for smaller companies or those with limited budgets to effectively reach their target audiences. Fox News, for instance, reported several ad spots exceeding $7 million for the Super Bowl in 2022.

Lastly, with the shift of media consumption, advertisers face the challenge of creating ads that will work well on both traditional television and digital platforms, as more and more people consume content online. This requires a different approach to ad creation and targeting, as well as different metrics for measuring success.

While sports like the NFL continue to attract massive amounts of eyeballs to linear TV, streaming is now the single most popular channel for TV consumption in the U.S. overall, according to Nielsen. It attracts more viewers than not only traditional broadcast and cable, but also more time spent than social media, gaming and music. And when it comes to advertising, adults in the U.S. pay more attention to 

How CTV and Streaming Advertising Can Help Advertisers Reach Fans Beyond the Super Bowl

 advertising combines the reach of traditional television with the targeting capabilities of digital advertising, allowing advertisers to reach a large and diverse audience with a high level of precision and efficiency.

But CTV advertising isn't just effective on its own. Streaming and CTV campaigns can be a cost-effective complement to an existing online, social or digital advertising strategy or media buys aimed at football fans and other viewers of the big game. By using a 

Simulmedia’s Unique CTV Advertising Solution for the Big Game

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help you create campaigns that reach your audience — whether it’s before, during or after the big game:

Our direct integrations with virtually every ad-supported streaming service, publisher and app (plus every linear network and channel) allows us to place your ads in premium, brand-safe environments with full transparency into where you’re running – including specific high-visibility programming related to the Super Bowl.

In conclusion, as a marketer, CTV advertising should definitely be considered as part of your advertising strategy if it’s sports fans you’re trying to reach. Use this strategy by itself or in conjunction with other channels to create a more cohesive and consistent brand message and reach your target audience in a more effective way.

The Big Game: How to Score a Touchdown With CTV Advertising

Even before the pandemic, people were eager to understand the future of TV. Now this has become a hot topic for reasons that are unique to the moment. Viewing on all screens is up during this time of shelter in home. Matthew Scott Goldstein told us last week on Simulmedia Live that the 2020s could be the decade of content. But conversely, on our show Brad Berens of the IAB casted doubts on Netflix, with a sudden surge in competition from other premium, ad-free options, as well as advertising supported streaming. Meanwhile, linear TV viewing has increased significantly over the last several weeks.

So while this may be a golden era of content viewing, it creates all sorts of challenges for media owners and advertisers. We invited Terry Kawaja, the CEO of LUMA Partners, to join us on Simulmedia Live to reveal who he thinks will win in this current climate. He addresses a myriad of content providers, including how OTT (ad and non-ad supported) and Convergent TV fit in. He also discusses the need for agile planning and buying, mimicking digital, to replace traditional media buying practices, notably as more marketers have to buy in the spot (also known as scatter) market.

While many brands feel pressured to halt advertising, whether due to freezing finances or no longer having a functional product or service, some brands are rising to meet the moment through creative that speaks directly to consumers and offers comfort, reassurance or even a useful service.

Meryl Draper, CEO and co-founder of Quirk Creative, joined us for her second appearance on Simulmedia Live, this time to discuss practical steps brands can take to recycle creatives in order to strike a better tone during this crisis. She’ll address the very first thing marketers need to do in order to take advantage of their footage and provide tips for ways to get around an inability to produce live action shots yet still create an eye-catching ad. Plus, she explains how some brands have nailed the right tone, and why others have failed.


Hey everybody, and welcome to our third Simulmedia Live of the week. My name is Matt Collins, and I'm the senior vice president of marketing here at Simulmedia. I hope all of you are doing well and are healthy and safe wherever you may be watching, whether you're on LinkedIn, you're on Periscope, you're on Zoom. We're so grateful that you take time out to watch these programs and to be with us and to hear from people that we've handpicked to join the show, who I think all have in common a perspective on how brands can proactively navigate the current environment. We've heard from Bob Liodice from the ANA, we heard earlier in the week from Gordon Burrell, from Brian Wieser of Group M, and our guest today is every bit up to the task, and we're going to get into this in just a moment.

It occurs to me that in the onset of any kind of a shock to the economy, or in this case, the economy and the public health, there is a very understandable inclination for brands and agencies to just freeze, because when you freeze, as I like to say, you can't step on something, you can't hurt yourself, and it's quite natural to take a pause and just reassess the new reality, and a lot of brands certainly have done that. Anyone following the trades and seeing what's happening with the changes in advertising spend, especially planned for the month of April, can see that a lot of brands froze, but then as the new reality sets in and gets defined, there's a real opportunity for brands, as we've said many times in this program, to first, and above all other things, find a way to be useful to your customers, and if there's nothing else that, that people take away from these programs, I hope it's that. Be useful to your customers.

Now to be useful to your customers requires a couple of things that you've got to get right, and these aren't easy. The first is you've got to figure out what is that useful thing that you're going to actually do that's authentic to who you are and the unique way in which you can help people? But the second part, which is what we're going to really talk about today, is how do you communicate that to your customers? How do you engage them and meet them where they are in their mind space, in their physical space, to give them that reassurance? Some part of that is a communication strategy, but some big part of it is an advertising strategy.

So I am so grateful to be joined today by Meryl Draper. She is the founder and CEO of Quirk Creative, an award-winning agency that has built some terrific spots, go to findyourquirk.com and you can see a loop of their work. We're going to talk to Meryl all about how brands can meet the moment. I'm also double excited, Meryl, to have you on, because you are the first repeat guest on the show. Welcome back to Simulmedia Live.


Wonderful to have you, and I'll point out, obviously, you folks are not seeing Meryl, and that's because Meryl is at a place where there may not be the most stable internet connection for video, so we're going to do audio and know that her advice is the most important thing here. So Meryl, you and I communicated before this a little bit, but first, how's everything going? How are you holding up and how's Quirk holding up?

What is Convergent TV? Live with Terry Kawaja, CEO of LUMA Partners

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