In today’s rapidly evolving advertising landscape, the lines that once separated linear TV buying from connected TV buying continue to blur. This is a positive development, as both linear and CTV offer unique advantages for TV advertisers.
Simpli.fi’s advertising success solutions seamlessly integrate both worlds, enabling advertisers to reach the biggest possible audience with highly relevant messages.
THE RISE OF CONVERGENT TV
In recent years, the definition of “television” has become increasingly blurry, as viewers effortlessly switch between linear TV and streaming content across an expanding array of platforms. Today’s viewers can access both live TV channels and on-demand content through a single device or platform. That’s changed the game for advertisers.
Linear TV and connected TV have led to the emergence of convergent TV in the advertising world. Convergent TV lets advertisers target audiences across all forms of TV, including linear, video-on-demand, addressable, and connected TV, strategically. This is critical for advertisers, who must reach viewers wherever they are, while also tapping into ad platforms that offer solutions to reach the most relevant audiences in ways that deliver an impact.
NEW TECH. NEW TERMS. NEW CHALLENGES
The emergence of convergent TV has led to a slew of new terms and concepts related to it, and can be quite a departure from how linear and CTV advertisers traditionally talked about and purchased media.
Because of this influx of new terms — along with the different approaches between linear and digital buyers — there is now a substantial gap in understanding and communication in the marketplace. Linear TV advertisers struggle to grasp the nuances of digital advertising, and vice versa. Without an adequate understanding of convergent TV, advertisers may not be fully aware of what they’re buying, and they may struggle to target audiences that aren’t reachable via linear or digital alone.
For this reason, Simpli.fi actively works to address this gap and to eliminate the barriers that exist between these two advertising worlds. Our goal is to help all TV advertisers navigate this changing landscape so that they can effectively connect with target audiences wherever and whenever they’re consuming content.
By understanding buying, targeting, and optimization options, advertisers can maximize brand relevance among their audience members, while also reaching peak performance in the frequency and timing of ads.
On top of that, we also offer services, such as ZTV, that help advertisers thrive in a convergent TV world.
ZTV: THE BEST OF LINEAR AND CTV COMBINED
ZTV is Simpli.fi’s proprietary ZIP code-targeted connected TV advertising solution. It offers CPMs that align closely with the cost structure of traditional linear TV advertising, ensuring greater efficiency, all while maintaining data-driven targeting and access to premium inventory.
ZTV divides the country into 41,000 distinct ZIP codes for targeting. Additionally, we mapped US Census demographic and economic data, as well as ACR to each ZIP code. This allows advertisers to target, say, all ZIP codes that over-index for young families while they’re streaming sports content via ESPN or its app.
Buying ZTV is similar to buying linear TV but with an important difference: instead of running campaigns across broad geographical areas like predefined cable zones, advertisers can meticulously plan, target, and optimize campaigns with a high level of detail.
They can leverage ZIP-code level Census and ACR data to construct and target custom audiences at scale.
RATINGS POINT CALCULATOR
We also offer a Ratings Point Calculator, which helps advertisers easily plan large-screen CTV campaigns by estimating Gross Rating Points (GRP), audience sizes, and reach.
Simply select location and demographic variables to run custom estimations by pairing Nielsen audience data with Simpli.fi’s Addressable Audience Curation (AAC) tool. This tool creates addressable audiences in real-time based on location and demographic data. Location data can be filtered by postal code, city/metro, congressional districts, and more.
Additionally, advertisers can use the AAC tool to determine estimated metrics for GRP, spend, impressions, households, audience size, reach, and cost-per-point (CPP).
AT THE FOREFRONT OF CONVERGENT TV
These solutions put Simpli.fi at the forefront of convergent TV – and the entire TV advertising industry as a whole. We offer solutions that linear advertisers understand and can embrace.
Digital teams are already accustomed to the CTV buying model and terminology, which puts TV advertisers in an advantageous position, given the vast number of viewers opting for streaming formats and advertising-supported (AVOD) models.
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