A growing number of companies is choosing both, rather than either.
Case in point – Simulmedia, which had, until now, majored on lighting up advertiser access to linear TV spots using data techniques, is now adding over-the-top TV ad inventory to its offering.
Through an integration with SpotX, Simulmedia says it can now offer buyers spots from 50 OTT streaming TV networks, Mediapost reports. comScore, Nielsen and NBCUniversal’s CFlight are also tapped for partnerships.
What’s the big idea?
“We needed more OTT inventory,” says Simulmedia president John Piccone in this video interview with Beet.TV. “We realized … there was a need to fulfill incremental reach for marketers and incremental revenue for the sale side on that.
Piccone says the first advertisers to take advantage are all direct-to-consumer brands.
“They grew up on this notion of digital marketing that want to make it to the big screen,” he says. “They need more reach. The first movers are going to get the best opportunity.”
So far, so good. Most big advertisers these days want to advertise on both linear and on-demand channels.
Bu Piccone says Simulmedia brings something new to the mix.
“A lot of people have been approaching the market from a digital-plus-linear perspective,” he adds. “We’re going the other way. Our experience is linear from a data driven lens and now we’re adding on OTT.”
]]>“With the whole mantra that ‘television is dead’, actually, what we’re seeing is that it’s very alive and well alive when it comes to getting your money back in your marketing efforts,” Simulmedia chief strategy officer John Piccone tells Beet.TV in this video interview.
“We can match … people who have seem … or didn’t see an ad on television and what action did they take in a window of time that the advertiser sets. With an exposed conversion rate and an exposed conversion rate, you can see the lift that television advertising has.
“Television drives so much other activity in a digital environment. A blank search field is not how you build awareness.”
Simulmedia’s technologies aim to bring internet-like ad targeting to linear TV, and have access to 80% of linear TV ad inventory.
]]>“We can see what they watch on TV and what they watch in ads. When you can focus on business outcomes you can see efficiency and the placement of the media and when to be in market and not be in market,” he says. The next step is to analyze the levels of reach, frequency or context that can drive the business outcome. “What the business outcome of the message is downstream is where we think these data sets can help see into the future,” he adds.
Simulmedia has been working closely with marketers and agencies to ingest data from multiple campaigns to analyze the impact. “This helps owners of business outcomes decide what the impact was of these tactics,” he says. Simulmedia has tracked, for instance, how many consumers signed up for a particular service to determine which tactics should be used in future sign-up efforts.
Simulmedia has been working on a number of initiatives in the last year on new uses of data for areas like programmatic buying and television.
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