D2Cx Will Match Buyers to Sellers of +200 Billion Weekly National TV Ad Impressions
Simulmedia, the only advanced TV provider that gives marketers full transparency on media metrics, business outcomes, inventory placement and pricing, announced it has launched a marketplace specifically designed for direct-to-consumer marketers.
The marketplace, called D2Cx.com, uses bidding, small daily minimums, fast, bottom-up reporting, and distribution across more than 200 billion national TV ad impressions weekly from top cable and broadcast networks. D2Cx offers the most inventory ever combined in a single marketplace, more automation than has ever existed for TV, and total transparency, empowering brand direct marketers to target a wider audience, acquire new customers, and scale their businesses.
“For years, we’ve talked to digitally-born, D2C marketers who were frustrated with the archaic ways that national TV is bought, the huge minimum spends, little control over spots, and slow reporting,” says Dave Morgan, Simulmedia founder and CEO. “D2Cx.com is purpose-built to solve those problems and bring a true marketplace with bidding to national TV advertising. For the first time, D2C marketers can use TV to test, learn, and optimize the way they can with digital.”
For D2C brands, the marketplace will provide a single point of access into the massive reach of television, with transparency on outcomes, fees, supplier media and data costs. D2Cx.com will enable media owners to develop a new channel that will allow them to directly engage a nascent category of advertisers. The D2Cx marketplace also will give media sellers a new, non-conflicting sales channel with which they can gate their media based on customer and price in order to increase their yields and cultivate direct relationships with marketers.
“In the recent explosion of direct-to-consumer brands, a number of them have leveraged TV advertising the old-fashioned way to grow customers at a scale that digital channels haven’t achieved yet. But their buys are not as efficient as they could be if they could test, learn, and optimize on linear and OTT just as they do with their digital advertising,” adds Mr. Morgan. “We’ve built D2Cx specifically to meet the needs of D2C marketers because 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.”
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