Dave Morgan<\/a> says \u00a0Simulmedia<\/a>, is taking an important step by participating in upcoming US TV ad-buying upfronts for the first time.<\/p>\n

“It\u2019s been something we\u2019ve watched from the sidelines as a spectator,” Morgan tells Beet.TV. “For the first time, we have positions on both the sell side and the buy side.”<\/p>\n

Simulmedia brings\u00a0an avalanche of data to bear on TV ad buying, including using a “super-panel” comprising Nielsen, Kantar, MRI, TRA, NBI and purchase data. It is looking for specific content for specific brands in the upfronts, which Morgan says account for about $20bn (30%) of the $75bn US TV advertising business.<\/p>\n

Despite the increasing closeness of online video and TV advertising, Morgan is cautious about prospects for dynamic, addressable ad insertion on TV, saying the platforms typically don’t support such a prospect but that savvy targeting can customise ad targeting a few weeks in advance. “For TV, that\u2019s close to real-time,” Morgan quips.<\/p>\n","protected":false},"excerpt":{"rendered":"

Dave Morgan says \u00a0Simulmedia, is taking an important step by participating in upcoming US TV ad-buying upfronts for the first time. “It\u2019s been something we\u2019ve watched from the sidelines as a spectator,” Morgan tells Beet.TV. “For the first time, we have positions on both the sell side and the buy side.” Simulmedia brings\u00a0an avalanche of […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[],"tags":[5265,2924,2950,3240,5354,3461,4497,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/27502"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=27502"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/27502\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=27502"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=27502"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=27502"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}