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BizReport : Research archives : March 09, 2015

Simulmedia adds targeting to TV buys

Television advertising used to be a guaranteed thing: if a business bought an ad for a network show during prime time millions of people would see it. That has changed with the advent of DVRs, streaming content and season-long DVD options.

by Kristina Knight

To help brands get a bigger bang for their television buck, Simulmedia is adding audience targeting to their television buys. The new program guarantees advertisers will see better results from their audience targeted television buys than they see from traditional television buys.

"We directly connect ad placements with the business outcomes they deliver to show that properly targeted TV ads have bottom line impact. For too long marketers have been given metrics that only prove that their ads were served in a context that promised to reach viewers meeting certain demographic specifications," says Dave Morgan, CEO of Simulmedia. "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."

The program works like this: ads are delivered to a designated audience members across the nationawide buys for cable network shows. Results are measured along traditional measurements but will also look into the impact an ad has had across other variables; in this way brands can compare traditionally placed television ads with the newer audience targeted option.

"We will guarantee to outperform against any business outcome advertisers choose, from direct matching of TV ad impressions against a universe of credit card and debit transactions by over 60 million U.S. households - to directly matching TV ad impression viewing data to an advertiser's first-party customer data (e.g. customer transaction records, CRM, loyalty card, web/mobile data) using privacy compliant best practices," says Mr. Morgan. "If we fall short on [Return on Ad Spend], we will make good on the percent of the benchmark that we fall short, in the form of future media credits."

Image via Shutterstock

Tags: advertising, Simulmedia, television advertising, TV ad trends

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