Advanced TV Campaigns Get ‘Transparent’ Power Surge


Now available for marketers and broadcast TV’s sales leaders: A program that gives agencies and advertisers the power to run advanced television campaigns against strategic audiences and get “total transparency” on media outputs, marketing outcomes, competitive insights and pricing.

Introducing Transparent TVTM from Simulmedia, which gives the advanced TV provider the ability to deliver both transparent outputs — including spots, networks, dayparts, GRPs, and CPMs — and marketing outcomes (such as reach maximization, conversions, and sales attribution) and ROI.

Transparent TVTM comes as a software only option, as a software-mediated managed service with activation, and as a full, premium managed service activation.

“For too long, TV advertising has been a black box, with prices that seem to go up every year even as campaign results have been slow to get and hard to understand or prove,” said Simulmedia CEO Dave Morgan. “Simulmedia’s Transparent TV addresses this by giving advertisers and their agencies powerful tools for maximizing audience reach and the flexibility to select the services they need to measure and analyze their media and marketing results so they can optimize accordingly. It then goes one step further and reveals exactly how their spend is being allocated to media, services and Simulmedia, and at what price. In this way, we’ve built an advanced TV program that gives its users more control and visibility than they’ve ever had before.”

Transparent TVTM includes a self-service option.

Transparent TVTM also offers “premium service options,” including the ability to build, execute and measure plans based on more audience choices, including Oracle Data Cloud, Experian, NCS and IRI; an option to guarantee audience reach against any third party target that Simulmedia supports, including Nielsen, MRI, NBI, NCS, Oracle Data Cloud, Experian and IRI; and “guaranteed business outcomes” and a first party data match to TV dataset SimulPanel.

Marketers and media agencies using Transparent TVTM pay a flat tech and service fee, depending on service tier; all media costs will be transparent.

“We at Mediasmith are really excited about Simulmedia’s Transparent TV,” said Mediasmith CEO David Smith. “As an agency that has worked with Simulmedia several times over the past few years, we’ve seen first-hand how powerful its VAMOS software platform is in maximizing the reach, performance and ROI of TV campaigns. This move into full transparency is exactly in line with where we believe that the entire industry needs to go.”