Everyone wants to find a way to approach TV advertising the same way programmatic does for online advertising. It appears Simulmedia has figured out a concept that could make it possible, Simulmedia has been a company looking to disrupt the industry for some time now and they are pretty sure this web-like data targeting is going do the trick.
The Simulmedia Audience Network has a reach of 110 million TV homes throughout 84 national cable networks and traditional pay TV programming distributors. They can analyze TV’s second-by-second activity for over 50 million viewers, this way the can figure out the best matrix for extending the reach of campaigns to specific target groups.
The notion is if you spend a million bucks on their service for a month, they will guarantee a higher Return on Ad Spend (ROAS). Dave Morgan CEO of Simulmedia states “If we fall short on ROAS, we will make good on the percent of the benchmark that we fall short, in the form of future media credits.”
They say they will work directly with the advertiser to figure out the best solutions and outcomes. If you want to track the number of people who are shopping and buying, they can do that. The software Simulmedia uses is able to match up TV ad delivery with credit card data for over 60 million households in the U.S.
The company is going to be able to know when the ad is placed on a specific family’s TV viewing time and then cross reference their credit card purchases to see if there has been any effect to the buying habit. It is a much more sophisticated ad targeting plan and thereby having a more scientific approach to experimenting with ads.
Morgan says “we want to change the media conversation to business outcomes. While reaching TV audiences at scale is getting harder, we take the risk out by showing— and guaranteeing — that audience targeting can and will impact sales and revenue.” Not an unwise approach to a totally new avenue to programmatic TV advertising. Some of you who are already dealing with ad sales and or programmatic should look into what Simulmedia is doing, maybe even try and work with them.