#### The Challenge

## Evaluate Simulmedia’s Effect on Quarterly TV Advertising Performance

An e-commerce company wanted to determine the difference in its TV advertising’s performance between a quarter when it ran with Simulmedia versus a quarter when it did not. It also wanted to tease out the difference of Simulmedia’s campaign compared to its traditional media buy.

#### The Solution

## **Use Custom Targeting and Data Matching to Prove Simulmedia’s Impact**

Simulmedia designed a campaign to reach the client’s custom target of heavy internet users and small business owners.

##### Custom Target

Execute a quarter long campaign, designed to efficiently reach the client’s custom target of heavy internet users and small business owners.

##### Data Matching

Match client’s first-party CRM data to TV viewing data in order to prove both TV’s impact on online activity, and Simulmedia’s effect on the client’s business.

#### The Results

## Simulmedia Drove Lower CPMs, Higher ROAS, and More Efficiencies

The quarter with Simulmedia on the plan proved out its value, with double-digit increases in Return on Ad Spend (ROAS) compared to the quarter without Simulmedia on the plan, as well as double-digit increases in efficiency, new customer acquisition and transactions. Just as importantly, CPMs decreased by double digits as well.

38

%

The quarter with Simulmedia on the plan had a 38% lower Cost per Thousand Reached compared to the quarter without Simulmedia.

11

%

The quarter with Simulmedia on the plan had an 11% higher Return on Ad Spend (ROAS) compared to the quarter without Simulmedia.

55

%

The campaign was 55% more efficient at driving incremental site visitors and 13% more efficient at driving incremental purchasers than the quarter without Simulmedia.

#### Future Optimization

## Expand Target and Optimize Towards Higher-Income Audiences to Improve ROAS

Simulmedia analyzed the campaign’s performance against every audience reached, beyond just the guaranteed custom target, to further optimize future campaigns.

- The client’s custom target was top 5 in ROAS performance when compared against other defined targets of interest. The client could improve the campaign’s overall ROAS by expanding the target to include more responsive segments.
- Household income was a key variable in campaign responsiveness. Optimizing towards higher income individuals could improve the overall campaign’s ROAS.