Simulmedia issues targeted ad guarantee
DetailsMichelle Clancy | 06 March 2015
Simulmedia is guaranteeing that its audience-targeted TV ads will produce better business outcomes than traditional buys.
The company said that for $1 million placed on its Audience Network for one month, it would guarantee a higher Return on Ad Spend (ROAS) against any advertiser's designated target business outcome as compared to their concurrent TV advertising base campaign.
The programme will deliver ads to target audiences across a national footprint of cable networks and operators, providing traditional media output measurements but also directly measure the impact of the TV ad exposures and audience targeting on marketers' most important business outcomes.
"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 simulmedia.com/. "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 guarantee will correspond to the ROAS benchmark currently used today, or another agreed-to business outcome. The options include everything from direct matching of TV ad impressions against a universe of credit card and debit transactions by over 60 million US households to directly matching TV ad impression viewing data to an advertiser's first-party customer data.
Morgan added: "If we fall short on ROAS, we will make good on the percentage of the benchmark that we fall short, in the form of future media credits."