Simulmedia, the TV ad technology company, is launching a marketplace for direct-to-consumer marketers.
The platform, called D2Cx.com, is a bidding system that allows small daily minimum marketer media spend to access more than 200 billion national TV ad impressions weekly from top cable and broadcast networks.
Dave Morgan, CEO of Simulmedia, stated: “For years, we’ve talked to digitally born, D2C marketers frustrated with the archaic ways that national TV is bought, the huge minimum spends, little control over spots, and slow reporting.”
Simulmedia says the new direct-to-consumer marketplace will provide a single point of access with transparency on outcomes, fees, supplier media and data costs. In addition, it will give media sellers a new, “non-conflicting sales channel with which they can gate their media based on customer and price.”
The company says it will give DTC marketers key return-on-media investment metrics.
More importantly, it provides scale they have not achieved with digital media.
Morgan said: “They have been massively underserved by how TV is bought and sold today, a system built for the P&Gs and General Motors of the world, not the Caspers and Pelotons.”