The 104th NFL season kicked off on September 7th with the reigning Super Bowl champions, the Kansas City Chiefs, playing the Detroit Lions. This season, about 16.7 million people will tune into each game, which means now is a good time for advertisers and brands to kick off their connected TV strategy.
Whether you’re a linear or CTV buyer, Simpli.fi can help you up your game.
Audience & Inventory-Focused CTV Advertising at a Linear Price Point
Despite the ongoing conversion of linear to CTV dollars, there are still barriers that exist between these two buying models. With CTV CPMs ranging from $25 to $35, price is one of the key barriers slowing down that conversion. But with the release of ZTV, Simpli.fi has unleashed a groundbreaking solution that tackles audience and inventory-focused CTV buying at a linear price point unlike any other company.
This summer, Simpli.fi introduced a turnkey ZIP-code-based CTV solution called ZTV. It offers the best of digital capabilities — high-quality CTV inventory, precise audience targeting, granular reach, and frequency measurement at the household level — but at CPMs of $10 – $12.
Put simply, you get data-driven CTV advertising across high-quality inventory at a linear price point.
In many ways, buying inventory via ZTV is similar to buying linear, but instead of executing campaigns against broad geographies, such as a pre-set cable zone, you can plan, target, and optimize campaigns on a highly granular level, relying on a range of attributes to build and target custom audiences at scale.
ZTV is built on a proprietary ZIP code system that allows you to choose which ZIP codes to target. To help you decide which ones are right for you, we’ve mapped census age, gender, and household income data, among other factors, to each of the more than 41,000 ZIP codes in the solution.
This mapping allows us to see which ZIP codes over-index to all of the census variables. Additionally, automated content recognition (ACR) data enables us to look at TV viewing behavior at a ZIP code level.
These data points combine to provide the ability to do robust audience buying — for example, targeting users in ZIP codes where they’re most likely to stream the Cowboys or Jets game and over-index for young homeowners or any other audience you may want to reach. Or, you can target all the ZIP codes nationwide that over-index for your audiences.
While data-driven targeting remains important, we understand the need for high-quality inventory at a competitive price point as well. To that end, we provide brand-safe inventory management on some of the most recognizable, most often consumed content selections available programmatically and in private marketplaces. The cost savings stem from the fact that it leverages probabilistic datasets — ZIP code, census, and ACR data — not specific device or household identifiers that are expensive to source and purchase against.
The Most Extensive Suite of Connected TV Advertising Solutions in the Marketplace
In addition to ZTV, which has a place in every connected TV strategy, Simpli.fi offers the industry’s most comprehensive range of digital solutions, including first-party addressable, behavioral, and retargeting options, as well as the ability to make local, regional, and national buys using connected TV.
With our extensive household identification graph, our addressable reach maxes out more than 126 million households with average match rates of over 90%. You can reach these households by leveraging:
- Your own first-party data, which you can onboard to Simpli.fi
- Simpli.fi’s proprietary addressable audience planning tool, with access to more than 3,000 data attributes spanning across demographic, psychographic, and behavioral interests, all mapped back to the household-level with plat-line precision.
- With Simpli.fi’s unstructured data, you can leverage any available data point and reach relevant audiences with household-level precision.
You can further refine your targeting by identifying which households you want to include or exclude from your campaign through the use of our addressable planning tool.
Our site retargeting capabilities let you re-engage consumers who have visited your website as they’re consuming streaming content, including live sports, NFL coverage, and more. Going further, you can also target custom audiences with a CTV ad that appears on their large-screen TV based on web browsing behaviors, such as searching on a specific keyword or consuming certain content. Thanks to our proprietary web crawler that captures over 16 billion search events per month from over 300 million users online, we’ve perfected keyword execution, keyword search behavior, and keyword contextual behavior, enabling you to take your CTV campaigns to the next level.
These are just some of the many solutions you can leverage to build a robust connected TV advertising strategy and get the most of TV advertising’s biggest events of the year throughout the 2023-2024 NFL season. These solutions are strengthened by the best support teams in the industry. They won’t punt when you present them with a difficult challenge and they’ll do whatever it takes to score the touchdowns you need to win with your next campaign.
Ready to get in the game? Join us in the huddle.
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