In the ever-evolving world of connected TV (CTV) advertising, embracing the most rigorous approach to outcome measurement is crucial. As the landscape becomes more complex and competitive, marketers and advertisers must find reliable ways to validate the impact of their campaigns. A/B testing with incremental lift studies offers a powerful solution that is superior to alternatives like multi-touch attribution and media mix modeling (MMM).

The drawbacks of multi-touch attribution and media mix modeling

Before diving into the perks of A/B testing, let's quickly address the drawbacks of two attribution models: multi-touch attribution and MMM. Multi-touch attribution tries to cover various touchpoints in the customer journey, but falls short due to its reliance on arbitrary assumptions and focus on correlations instead of causality.

Meanwhile, MMM leans heavily on historical data to assess marketing channels but overlooks individual user-level interactions, making it susceptible to confounding factors. While both models may reveal intriguing correlations, they fail to demonstrate causality, leaving advertisers uncertain about their campaigns' true impact.

Additionally, it is important to recognize that CTV conversions may involve different devices and could be delayed compared to traditional digital advertising. To address these challenges surrounding measurements specific to CTV, advertisers can effectively leverage incremental lift studies to drive impactful and measurable campaign results.

How do CTV advertisers calculate incremental lift?

A/B testing, the same methodology used in clinical trials for vaccines and life-saving drugs, offers exceptional rigor for determining incremental lift.

In CTV advertising, A/B testing involves randomly assigning viewers to a test group (exposed to your ad campaign) or a control group (either exposed to a placebo creative or generated synthetically). These two groups are statistically identical, except for their exposure to your campaign. By comparing their behaviors and outcomes, you can establish a direct causal link between your campaign and its impact on viewer behavior.

However, this gold standard of advertising efficacy is not without its challenges. Ensuring adequate sample sizes is essential, as is focusing on experimental design and tracking relevant metrics. Advertisers must also consider factors such as suitable identifiers for accurate targeting and measurement.

Beyond measurement, failure  to correctly detect incrementality can lead to inefficient budget allocation to audiences with high baseline conversion rates therefore missing the opportunity to bring new incremental conversions with CTV.  It is crucial to distinguish between conversions driven by efforts such as retargeting and those that would have occurred anyway. In short, understanding incrementality is key for making smarter investments and improving campaign performance while avoiding overallocation in high baseline audiences.

Advertisers must carefully consider several execution options in CTV: PSA testing, geo testing, ghost bids, and synthetic groups. Each method has its unique advantages and drawbacks.

: This method is among the easiest to set up.  It involves running public service announcements (PSAs) as a control, allowing for a straightforward comparison against your campaign's performance. The downside is dedicating a portion of your ad budget to non-promotional content.

: This approach involves splitting your target audience into test and control groups based on geographical regions. However, implementing this approach can be complex and may not always account for regional differences that could skew the results.

:This advanced technique involves placing non-winning bids alongside your actual campaign to gather a clean sample without additional costs. The challenge lies in ensuring your non-winning bids accurately represent the same audience segments, which can present some technical challenges

: This method creates a control group that mirrors the test group using advanced statistical techniques and extensive user data. It aims to match demographics, behavior, and other factors for accurate campaign performance comparison against a group not exposed to the advertising.

We recommend starting with PSA testing for its simplicity and ease of implementation, particularly for those new to A/B testing and incrementality measurements in the context of CTV. As your expertise grows, consider exploring ghost bids or synthetic groups as advanced, cost-effective options for measuring the incremental lift of your CTV advertising campaigns.

It's time to ditch the guesswork and activate your campaigns with Simulmedia, the cutting-edge ad-tech company that delivers scientifically proven results. Experience the power of incremental lift studies and prove the impact of your advertising efforts with absolute certainty. Join the advertising revolution and 

Marketers and advertisers must find reliable ways to measure their connected TV campaigns. Our chief scientist explains why A/B testing with incremental lift studies is a powerful solution. 

How CTV Advertisers Can Better Measure Incrementality

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.

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

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

After two years of global pandemic-induced conditions, concerns and emergency restrictions and regulations that severely impacted airlines, hotels and tourism programs, the travel industry surged back in 2022. Bookings increased across sub sectors with consumers unleashing their pent-up travel fever — and the money they saved in 2020 and 2021 — on everything from cruises to theme parks to luxury vacations and more.

The UN World Tourism Organization reported that more than 900 million tourists made foreign trips in 2022, representing 63% of pre-pandemic levels but a 97% increase from 2021. According to Morningstar, November’s air passenger count was at 95% of 2019′s level, while occupancy levels across the hotels and cruise lines rose to 75% on average in the third quarter of 2022, a roughly 20-point increase from the year-ago period.

Now, of course, the macroeconomic environment has moved into recession-like conditions for Americans, which will obviously impact discretionary spending. As Bloomberg reported, a January 2023 sentiment survey from tourism market researcher Longwoods International found that half of American travelers say concerns over their financial situation will impact travel decisions in the coming six months. However, in spite of economic concerns, nine out of 10 American travelers in the Longwoods survey still say they have plans to travel within six months.

 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, 

Reaching the Right Customers: The Advantages of CTV Advertising for Travel Marketers

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. 

 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 Travel Marketers

Streaming and CTV offer travel 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.

Streaming and CTV advertising can be a cost-effective complement to a travel marketer's existing online, social, or digital advertising strategy. By using a multichannel approach, travel brands and companies 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.

The Need for Flexibility & Speed in Travel Marketing

From cruises to theme parks, travelers are making plans last-minute like never before, requiring similar agility on the part of marketers looking to take advantage of consumer demand and account for changes in economic conditions and shifts in public health guidance. Travel advertisers will need to be more proactive and nimbler in their strategies based on market conditions and other unforeseen needs, and have a solution to get their streaming campaigns live in a matter of days or even hours – not weeks.

Going Beyond Traditional Travel Marketing Targets

Going beyond traditional target audiences in the travel industry using streaming/CTV advertising can provide several benefits for travel marketers and advertisers. CTV advertising allows for more targeted and personalized advertising, which can result in higher engagement and conversion rates. Additionally, CTV advertising allows for more accurate measurement of ad performance, providing insights into which segments of the audience are most responsive to the advertising. This can lead to more efficient use of marketing budgets and better ROI. Furthermore, CTV advertising can also help travel marketers and advertisers reach new, untapped audiences that may not have been reachable through traditional advertising methods.

Simulmedia’s Unique CTV Advertising Solution for Travel Marketers

 is the only streaming TV advertising platform designed to prioritize an advertiser’s needs. Here’s how we can help travel marketers create campaigns that reach your audience — no matter their destination:

Streaming to Success: How CTV Advertising Can Help Travel Marketers Reach the Right Audience

In conclusion, as the travel industry continues to grapple with economic turbulence in 2023, travel marketers must adapt to the changing landscape and find new ways to reach potential customers. One effective solution is streaming and CTV advertising, which offers a range of benefits such as addressable targeting, deterministic measurement, campaign flexibility and speed, performance-led optimizations, cost-effectiveness and audience engagement. With a 30% higher ROI than other marketing channels, streaming and CTV advertising is a cost-effective way to reach potential customers and build trust and credibility with them. And when used in conjunction with existing digital and social strategies, CTV advertising can help travel marketers reach their target audience and make the most of their advertising budget.

 playbook for an in-depth look at the current state of the industry and how advertisers can engage potential travelers no matter where they’re watching.

Learn how streaming and CTV advertising can help boost your travel business by reaching potential customers through addressable targeting, deterministic measurement, and campaign flexibility, resulting in higher ROI than other marketing channels.

Journey to Success: How Streaming and CTV Advertising Can Help Travel Marketers

While TV ratings for Hollywood’s biggest night have not been as awards-worthy in recent years as they were pre-pandemic, the March showcase for the best movies, performers and filmmakers of the year continue to be golden for ad sales. In 2021, ABC sold out its inventory for the Academy Awards, with brands spending an estimated $2 million for each 30-second spot, according to 

. In 2022, the telecast similarly sold out all 60 available commercial slots, reported 

So where does that leave advertisers from categories such as luxury, fashion, automotive, skincare, consumer technology, travel, financial services and entertainment who want to reach Oscar viewers outside of the show itself? Let’s open the envelope and find out!

Hollywood’s Biggest Fans Are Watching Streaming TV Ads

 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 streaming TV than another media channel, 

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

How Streaming Advertising Can Help Advertisers Reach Award Show Viewers

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 targeting Hollywood awards viewers. By using a multichannel approach, brands can reach consumers 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 Starry-Eyed Fans

 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 Hollywood’s biggest night:

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 Academy Awards.

In conclusion, brands, products, and services can use CTV and streaming TV advertising to reach likely viewers of the Academy Awards telecast without advertising during the show itself. With the right ad planning, buying and activation partner, brands can increase the chances of their ads being seen by their target audience. Furthermore, by using data and analytics, brands can track the success of their CTV and streaming TV advertising to make adjustments and improve the effectiveness of their campaigns, resulting in a Hollywood ending.

Want to reach fans of Hollywood's biggest night, the Oscars? Learn how CTV advertising can help you target the Academy Awards audience. Discover the benefits and capabilities of streaming and cross-channel TV to make the most of your budget.

Golden Opportunity: How to Reach Hollywood’s Biggest Fans With CTV Advertising

Whether it’s during Black History Month in February or all year long, Black and African American consumers are a significant and growing market segment that brands, advertisers and marketers cannot afford to ignore – a segment that represents $2 trillion in buying power, according to Nielsen.

However, to successfully engage with Black consumers, it's essential to understand their unique consumption habits, preferences, and values. One of the most effective ways to reach Black consumers 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 Black consumers in the United States.

Strategies for Effectively Reaching Black 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 Black consumer market.

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

Another effective strategy is to sponsor and participate in events and initiatives that are important to the Black community. For example, brands can sponsor and participate in events such as the BET Awards and the NAACP Image Awards, which are highly visible and respected within the Black community.

Finally, brands, marketers, and advertisers can also use cause-related marketing to connect with the Black consumer market. This means creating campaigns and advertising that support a cause or issue that is important to the Black community, such as education or health and wellness.

, and are more likely to subscribe to streaming music services, such as Spotify and Apple Music. This means that businesses can reach Black consumers through targeted advertising on streaming platforms.

According to Nielsen, streaming TV provides more authentic choices for Black viewers, and they prefer it over broadcast and cable. In July 2022, for example, time spent streaming accounted for the largest share of Black audience TV time at over 36%. Black viewers also reported streaming as their most watched platform (63%) and most relevant platform (62%).

How CTV and Streaming Advertising Can Reach Black Consumers

To effectively reach Black 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 Black consumers through CTV and streaming advertising:

Develop culturally relevant and authentic advertising:

 Black consumers are more likely to engage with and respond to advertising that is culturally relevant and authentic. This means that businesses must understand the cultural context and experiences of Black consumers and develop advertising campaigns that resonate with them.

 Black consumers are more likely to respond to advertising that is inclusive and representative of the diverse Black population. In fact, Nielsen's Attitudes on Representation on TV study found that 59% of Black viewers are more likely to buy from brands that feature someone from their identity group in advertisements, while Nielsen's Branded Content Outcomes studies show significantly higher performance for campaigns that feature Black talent.

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

 Black consumers tend to prioritize family, community, and social responsibility, and they value products that promote health and wellness. According to Nielsen, Black consumers tend to be more brand loyal than other consumers and are more likely to purchase products from companies that align with their values and beliefs.

The Advantages of CTV Advertising for Reaching Black Audiences

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, marketers 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.

 is the only streaming TV advertising platform designed to prioritize a marketer’s needs. Here’s how we can help reach Black consumers:

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

By developing culturally relevant and authentic advertising, prioritizing diversity and inclusivity, leveraging data and targeting, and aligning with Black consumer's values, brands and marketers can effectively connect with Black consumers through CTV and streaming platforms. It is crucial for businesses to understand the unique consumption habits, preferences and values of Black consumers to create relevant and effective campaigns. As Black 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 Black consumers.

Learn how brands can effectively reach and engage Black audiences through CTV and streaming advertising by understanding the unique consumption habits, preferences, and values of this $2 trillion market segment.

How to Use Streaming and CTV Advertising to Connect with Black Audiences

Charles Manning, CEO and Founder of Kochava, joined us on Simulmedia Live to discuss how mobile and TV can - and should - work together for effective media campaigns.

Charles tells Matt Collins, Simulmedia’s SVP of Marketing, that all marketers should have a solid approach and strategy to think about mobile and data from a signal perspective. This requires identifying signal on each channel correctly to avoid over-generous attribution. He gave the example that oftentimes marketers attribute a spike to Facebook and move the needle in that channel’s favor, when really it should have been attributed to their TV campaign. Charles says without the right toolset, it’s next to impossible to gain clear signal and act on it.

Cue the Simulmedia and Kochava partnership: “If you’re a marketer and you’re spending money on TV, specifically national, and you have a mobile property, there’s no question that you should be engaging with us together,” Charles said. “It is a composite solution set that gives you clarity of signal, associational lift, an iterative feedback loop for retargeting.”

Check out the whole video for a discussion on how Charles built Kochava, what top-of-funnel marketers should know about mobile, how to get viewing data on what mobile customers are watching, and so much more.

Marco Marandiz, growth strategist for high-potential direct-to-consumer (D2C) brands at 2PM, a media company and investment fund, joined us for our most recent episode of Simulmedia Live. The discussion, moderated by Matt Collins, Simulmedia’s SVP of Marketing, and Nikhil Lai, Simulmedia’s Evangelist, focused on whether D2C brands should build their own e-commerce infrastructure, bring media buying and measurement in-house, launch on TV, and more.

TV Pitches, Mobile Catches - Full-Funnel Media with Kochava

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