Over Half of CMOs Supplement TV Ads With Digital Video, but Only 31% Have Aligned Their Budgets Around the Two Media Types

NEW YORK, NY--(Marketwired - Feb 19, 2015) - The CMO Club, the world's most engaged and inspired community of Senior Marketing Executives, today announced the release of its newest solution guide, The CMO Solution Guide to the Future of TV and Digital Video, created in partnership with Simulmedia, the pioneer in bringing audience targeting to television advertising. Based on CMO-centered research, the guide seeks to decode the TV vs. digital video conundrum for marketing leaders who are struggling to close the growing gap between consumer media consumption patterns and CMO know-how. 

For over a decade, marketers have attempted to find the most efficient balance between TV and digital video spend. The solution guide reveals how marketers can align these two critical channels and pulls valuable insights gleaned from a survey of over 80 senior marketers. The guide features CMOs of household names such as Julie Cary, EVP/CMO of La Quinta Hotels; Bob Kraut, SVP, Global CMO of Papa John's; Marc Sequin, CMO of PopChips; Julia Fitzgerald, CMO of Sylvan Learning and Richard Marnell, CMO of Viking River Cruises.

Key findings from the report include:

• In the past three years, digital spend has gone from 10 percent of advertising budgets to 24 percent and is forecasted to rise to 36 percent in the next three years.
• 54 percent of CMOs use digital video to supplement TV as a holistic strategy, yet 31 percent of CMOs align their budgets for TV and digital advertising spend
• Three quarters of the respondents said that they measure reach the same way for both TV and digital video; only one-third of the marketers surveyed see Nielsen as the ongoing foundation of their reach metrics.

Pete Krainik, Founder of The CMO Club, said, "The findings of this report are illuminating. It's not TV vs. digital video, it's about TV and digital video, both today and for the foreseeable future. This solution guide is a unique perspective from a range of CMOs and seeks to provide senior marketers with a roadmap to help them navigate the relatively uncharted territory of digital video."

David Cooperstein, CMO at Simulmedia and author of the report, notes that, "Through this solution guide, CMOs will learn how to use the best of TV and digital to engage consumers and deliver business results. TV remains a great reach vehicle that works well when complemented with targeted and interactive digital experiences that pull consumers from awareness to action."

To download the The CMO Solution Guide to The Future of TV and Digital Video, visit: http://thecmoclub.com/topics/achieving-marketing-mix-optimization/

About The CMO Club:
The CMO Club (TheCMOClub.com) is the world's most engaged and inspired community of Senior Marketing Executives who help each other solve their biggest challenges, within a candid, trusted, and sharing environment. Collaboration fueled by inspiring events and within the members-only Digital Solutions Clubhouse raises the standard for what is required to be a successful Chief Marketing Officer. With more than 850 members and a no vendor selling policy, The CMO Club is the go-to center for today's Senior Marketer for peer-based personal and career success support. For more details on membership or becoming a thought leadership partner, please visit www.thecmoclub.com or call 323-388-8204.

About Simulmedia:
Simulmedia, Inc. (www.simulmedia.com) is the leader in helping advertisers and agencies find targeted TV audiences. By taking a digital approach to linear TV advertising, the company delivers targeted audience reach at national scale. Its Simulmedia Audience Network reaches 110 million households across the US through partnerships with over 75 national cable networks and the top multichannel video programming distributors (MVPDs). Based on a proprietary analysis of second-by-second activity for over 50M people, Simulmedia determines the best options to extend the reach of campaigns to specific target audiences, and places advertising across those disparate TV networks. Since we began in 2009, Simulmedia has delivered campaigns for more than 70 advertisers and their agencies, to target, deliver, and measure hundreds of TV campaigns, and on average reached their target audience 32% more efficiently than they were able to with traditional TV ad scheduling and targeting methods alone.