Simulmedia Starts Transparent TV

With marketers and media agencies demanding more control and transparency when it comes to media campaigns, national TV advertising-tech company Simulmedia is offering a new program called Transparent TV.

Transparent TV will run advanced TV campaigns against audiences, offering total transparency on media outputs, marketing outcomes, competitive insights and pricing. It also offers up a self-service option.

Dave Morgan, CEO Simulmedia, tells Television News Daily: “No one else has a platform or system that can deliver both transparent media outputs -- spots, networks, dayparts, GRP's [gross rating points], CPM's [cost per thousand viewer prices] etc. — as well as marketing outcomes -- reach maximization, conversions, sales attribution, ROI [return on investment].”

Morgan adds that it offers a number of options, “software-only usage, software-mediated managed service with activation, [and] full, premium managed-service activation.”

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Simulmedia says it will guarantee marketers' plans against an age and gender demo or strategic target, based on Nielsen MRI, NBI, NCS, Oracle Data Cloud, Experian and IRI data -- as well as "reach" using first-party data.

Morgan adds that Transparent TV “includes attribution, both our own, and data outputs into their own systems or their preferred attribution partners, [such as] Neustar, Nielsen, NCS, etc.”

A longtime user of Simulmedia’s original VAMOS advertising software platform-- on which Transparent TV is based -- is David Smith, CEO, Mediasmith. He stated: “This move into full transparency is exactly in line with where we believe the entire industry needs to go."

A number of other ad-tech companies have also started transparent self-service platforms for marketers and agencies in recent years -- in addition to their managed services. A bigger question for many is how it will be priced, and some believe ad-tech companies should get a share of the value it helps create.

For his part, Morgan says: “Marketers and media agencies using Transparent TV will pay a flat tech and service fee, depending on the service tier. All media costs will be transparent.”

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