Simulmedia Offers Ad Guarantees To Enhance Media Buys

by Wayne Friedman , March 5, 2015

TV advertising company Simulmedia will offer “guarantees” to marketers for audience-targeted TV commercials, which it says will produce better business outcomes than traditional buys.

For $1 million placed on its Simulmedia Audience Network for one month, the company says it will 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.”

And what happens if Simulmedia fails to deliver?

"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," stated Dave Morgan, chief executive officer of Simulmedia.

Simulmedia Audience Network reaches 110 million TV homes through 84 national cable networks and the traditional pay TV programming distributors. It analyzes TV second-by-second activity for over 50 million viewers to get the best options to extend the reach of of campaigns to specific target audiences.

Morgan adds: "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."

advertising, cable tv, media, media buying, tv

2 comments about "Simulmedia Offers Ad Guarantees To Enhance Media Buys".

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Jim Meskauskas from Media Darwin, Inc., March 6, 2015 at 10:12 a.m.
I would assume this, then, comes with some kind of attribution modeling? For a CPG, for example, running multiple media channels, some uniform normative means of valuation would have to be established. Or does the advertiser run only SimTV for the month and then read the results vs. other TV being run at some other time? The quote is "concurrent TV advertising base campaign," but I'm just curious, how does one tease out SimTV from the other. Which brings me back to the attribution modeling.
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Dave Morgan from Simulmedia, March 6, 2015 at 1:17 p.m.

Jim, it's based on closed loop reporting with experimental design. Comparing millions of exposed and unexposed households that are directly matched (de-identified for privacy purposes) against actual household purchase data - depending on the advertiser, it is from credit cards, loyalty programs, customer records, shopper cards, etc. All impressions - Simulmedia and other TV media running concurrently or historically - are analyzed from impression to impact with the same method. Our platform contains all ads being run, not just our own. The A/B control and massive data sample normalize for any other non-TV media or communications.