Since early March, Simulmedia has guaranteed marketers and agencies a higher Return on Ad Spend (ROAS) against any advertiser’s designated target business outcome as compared to their concurrent TV advertising base campaign. Today during the company’s PeopleFront, a forum to discuss what data-driven, people-centric advertising means for the future of TV advertising, CEO Dave Morgan announced that starting immediately Simulmedia will not only guarantee better business outcomes against other TV campaigns, but also against all digital ads as well.
“Based on positive feedback to our initial guarantee, and acknowledging that advertisers increasingly want to measure ROAS not just in silos, but cross screens, Simulmedia will guarantee that its targeted TV campaigns will meet or beat the rest of the TV media that advertisers are running. We will also guarantee that we will meet or beat the provable ROI of all concurrent digital video and digital display media that the advertiser is running as part of the same campaign,” said Mr. Morgan.
The terms are similar to the initial program. For $1 million placed on its Audience Network for one month, Simulmedia will guarantee a higher Return on Ad Spend (ROAS) against any advertiser’s designated target business outcome as compared to their concurrent TV advertising and digital base campaigns.
“We are going to change the media conversation to business outcomes by showing that TV audience targeting can and will impact sales and revenue better than traditionally targeted TV or online or mobile advertising,” added Mr. Morgan. “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 or digital 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.”
The expanded program will provide traditional media output metrics but also directly measure the impact of the TV and digital ad exposures vs. audience targeting on marketers’ most important business outcomes. This will enable advertisers to compare ad effectiveness between Simulmedia’s target audience approach and their concurrent base ad schedule. The guarantee will correspond to the ROAS benchmark currently used today, or another agreed-to business outcome. If Simulmedia falls short on ROAS, it will make good on the percent of the benchmark that underperformed in the form of future media credits.