Simpli.fi’s CEO, Frost Prioleau recently joined Sean Winnett (Sr. Marketing Manager, Vacasa) and Ashwini Karandikar (EVP, Media, Tech, & Data, 4A’s) for a webinar. The conversation focused on how Vacasa ‚Äì an international vacation rental management company ‚Äì successfully reaches homeowners of vacation properties using first-party data with Simpli.fi’s Addressable Geo-Fencing solution.
We’ll dive deeper into the key points discussed, including Simpli.fi’s industry-leading CTV advertising solution, 90%+ addressable match rate, and related performance marketing solutions.
WHAT INITIALLY BROUGHT VACASA TO SIMPLI.FI & HOW OUR PARTNERSHIP ENHANCES ITS GROWTH TODAY
When asked what about Simpli.fi makes it stand out from its competitors, Sean Winnett of Vacasa offered his take. “The big thing for me, the differentiator, is the localized technology and addressable geo-fencing. And how that matches back to buying media at the household level.” Simpli.fi offers hyperlocal targeting on a national scale with our addressable technology. To Sean’s point, we associate household-level media buying with performance and deliverability.
Additionally, he mentioned how his prior experiences in media buying have led to him figuring out how to reduce impression waste. “You assume there’s quite a bit of spill, similar to broadcast TV or radio. You want to make sure you’re buying towards an audience that you know is going to be relevant to your business,” said Winnett.
Vacasa’s understanding of their customer, paired with Simpli.fi’s addressable solutions, provides targetability at scale.
For Vacasa, especially on the homeowner side, that audience requires precision targeting. Simpli.fi’s addressable solutions allow Vacasa to activate first and third-party data with hyperlocal precision and national reach.
WHY THE EVOLUTION OF LOCATION DATA & ADDRESSABILITY LED TO THE GROWTH OF HYPERTARGETED DIGITAL ADVERTISING
Vacasa’s usage of Simpli.fi’s location data and addressable technology fuels its growth. These targeting methods have evolved as programmatic has developed over the years. It began with an advertiser buying a metro, or DMA. Then, that led to targeting specific cities and zip codes. And then came Simpli.fi’s addressable technology, which provided access to household-level targeting.
As an industry, we’ve moved from traditional DMA buying to reverse IP, to opted-in GPS data. And now, we have household-level targeting with 90%+ match rates on address lists. This allows advertisers to take first-party and third-party data to target with precision. You can also exclude linear TV subscribing homes to deduplicate TV advertising efforts. With Simpli.fi’s Linear TV Subscriber Exclusion tool, we do just that.
HOW CORD-CUTTING HAS FUELED THE NEED FOR TARGETED SOLUTIONS TO REACH STREAMING AUDIENCES
Another evolution that has fueled the need for targeted solutions is the rise of cord-cutting. There’s a large pool of impressions that continues to increase as streaming audiences get larger. The industry is watching SVODs, like Netflix and Disney+, roll out ad-supported tiers to capitalize on this opportunity. That same opportunity presents a need for targeted solutions. And Simpli.fi provides that in its addressable CTV offering.
When you combine the precision of addressable and the reach of CTV, you get a high-quality, targeted solution that’s scalable. Our addressability provides household-level targeting with 90%+ match rates. This enhances an advertiser’s effectiveness and efficiency in proving their segmentation strategies out through CTV advertising efforts.
Vacasa is one of many advertisers that leverage our addressable CTV offering to drive performance. We expect CTV to continue its rapid growth; and, that’s why we’ve provided a targeted way to make the most of this opportunity.
Ready To Get Started With Simpli.fi’s Addressable CTV Offering?
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