Fort Worth’s Simpli.fi Launches ZTV for Audience-Targeted CTV Advertising

Connected TV—or CTV—advertising refers to video ads that are delivered via a streaming service during a viewer's movie, television show, or other video content, and then watched on an actual TV set.

Fort Worth-based Simpli.fi has announced ZTV, an advanced addition to its comprehensive suite of CTV advertising solutions.

Simpli.fi’s Advertising Success Platform provides programmatic advertising and workflow solutions to agencies, brands, and media companies.

“As the industry prepares for a cookie-less future and more consumers continue to cut the cord, this capability will help advertisers reach their target audience while adding CTV into their media mix with a future-proof solution,” Paul Harrison, co-founder and CTO of Simpli.fi, said in a statement. “We’re excited to offer this CTV targeting application to further campaign success for our clients and bring the added benefits of digital to TV advertisers.”

Delivering ‘competitively priced’ video ads via streaming TV services

Connected TV, or CTV, advertising refers to video ads that are delivered via a streaming service during a viewer’s movie, television show, or other video content—and then watched on an actual TV set.

ZTV delivers targeted CTV advertising at costs per thousand impressions in the low teens, which is roughly half the $23 average CPM for CTV advertising, according to Guideline, owner of Standard Media Index.

Leverages Simpli.fi’s ZIP code ranking system

The company said that ZTV provides competitive pricing while delivering CTV advertising on high-quality inventory with precise audience targeting, granular reach, and frequency measurement at the household level.

With ZTV, advertisers can target campaigns using Simpli.fi’s proprietary weighted ZIP code ranking system, based on U.S. Census demographic information and Automatic Content Recognition (ACR) TV viewing data, to identify and target the most relevant ZIP codes out of more than 41,000 throughout the U.S.

Targeting ads by ZIP codes, shopping behavior, and more

Campaign performance is improved by optimizing campaigns to the ZIP codes that index most highly to their desired audiences, based on demographic, viewing habits, conversion activity, and other factors, the company said.

With granular digital reporting and attribution capabilities, Simpli.fi said that ZTV adds to its CTV advertising solutions suite, including: Household Addressable Targeting using both first-party data and custom audiences based on 3,000+ data variables; Geo-fencing of locations visited by targeted audiences; Behavioral Targeting leveraging Simpli.fi’s unique unstructured search and contextual data, as well as third-party data segments; Inventory targeting with Private Marketplaces deals and allow lists; and NS Retargeting of audiences who have visited an advertiser’s website or physical store.

Benefits for multiple ad use cases

Simpli.fi said that ZTV brings significant benefits to multiple advertising use cases, including:

:: Local advertisers wanting to focus delivery of TV ads on the ZIP codes in their service areas at a lower CPM than typically required for cable zone targeting.

:: Performance advertisers looking to minimize CPA and/or maximize ROAS measures.

:: Multilocation businesses such as retail, QSR, franchises, and dealerships that operate in specific trade zones and/or zips. ZTV provides more granular targeting than DMA and Cable Zone buys, while also providing enhanced attribution and reporting insights.

:: National advertisers wanting to compensate for under-delivery of linear TV by targeting specific ZIP codes that have a relatively higher usage of CTV streaming compared to linear TV viewing.

:: Media companies offering audience extension services that bundle Simpli.fi’s CTV solutions with their owned and operated linear and CTV solutions.

Simpli.fi said this new offering is a strong addition its Advertising Success Platform, which is focused on enabling advertisers and agencies to perform more effectively and efficiently and maximize ROI on their advertising spend.

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