Simpli.fi Chief Revenue Officer James Moore was recently a panelist in the Addressable TV Leaders Roundtable at TVOT (TV of Tomorrow) SF 2019. TVOT described the session as a discussion on important new developments in the addressable space, and a debate on how the industry can best respond to market fragmentation and other factors (expensive CPMs, “over-targeting,” etc.) that could stand in the way of its continued growth. You can listen to the full session here.
Our CRO’s participation in the panel alongside other industry leaders highlights the prominent role Simpli.fi continues to play in the evolution of addressable targeting.
Simpli.fi Leads the Way in Addressable Programmatic
The promise of reaching the right person with the right ad does not just hold true for addressable TV. It’s what Simpli.fi’s addressable programmatic targeting solutions are all about. Our Addressable Geo-Fencing and Addressable OTT/CTV targeting solutions give advertisers the ability to reach consumers on the individual household-level across all screens and devices.
Raising the Bar for Addressable Advertising
Simpli.fi’s Addressable Geo-Fencing has set the standard for targeting individual households and businesses with digital ads at the address-level. Using plat line and GPS data (rather than IP addresses), advertisers upload up to 1 million street addresses per campaign into the Simpli.fi platform. Add to that the ability to run unlimited campaigns, and scale is no longer a buzzword—it’s a reality.
The uploaded street addresses are then automatically converted into geo-fences that conform to the plat lines of each address. At that point, devices seen within those plat lines are targeted with mobile, video, and/or OTT/CTV ads. And with Simpli.fi’s advanced cross-device matching capabilities, we can target all of the devices within a given household.
Addressable Geo-Fencing provides the perfect opportunity to leverage first party address data such as CRM lists and other offline databases. However, marketers don’t always have access to their own address lists. Simpli.fi meets this need with our list curation tool. For advertisers without access to their own data, Simpli.fi can curate lists on their behalf based on over 1500+ variables, making Addressable Geo-Fencing available to everyone regardless of whether or not they have access to their own first party data.
Bringing Addressable to OTT/CTV Advertising
Simpli.fi has brought dynamic audience targeting to OTT/CTV advertising. Our Addressable OTT/CTV advertising solution lets marketers target individual households across both the big and small screens. We use GPS and plat line data to target the physical addresses so that only the right households and devices get served ads. This means significantly better ROI and less wasted impressions. With free list onboarding, an approximately 90% match rate, and the capacity to target one million addresses per campaign with unlimited campaigns, advertisers can run OTT/CTV campaigns with both precision and scale.
Validate Your Addressable Programmatic Campaigns’ Impact on Foot Traffic
One of the most exciting benefits of addressable targeting is an increased ability to tie a more direct ROI to a campaign. With Simpli.fi’s Addressable Programmatic offerings, advertisers can track what amount of physical foot traffic at their location has previously seen one of their ads. The ability to track online-to-offline conversions provides advertisers with deeper insight into whether or not their campaigns have made an impact on their bottom line.
Combined, these addressable solutions represent an unprecedented level of precision, accuracy, scale, and attribution. From national brands to agencies, any sized advertiser can now leverage the full potential of addressable audience targeting.
There’s no reason you should be paying for programmatic advertising that falls short of its promise. To take your programmatic campaigns to the next level, contact us at hi@simpli.fi.