Get the latest market trends in your inbox

Stay on top of the latest market trends and economic insights with the Axios Markets newsletter. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Denver news in your inbox

Catch up on the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Des Moines news in your inbox

Catch up on the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Minneapolis-St. Paul news in your inbox

Catch up on the most important stories affecting your hometown with Axios Minneapolis-St. Paul

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tampa-St. Petersburg news in your inbox

Catch up on the most important stories affecting your hometown with Axios Tampa-St. Petersburg

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Illustration: Rebecca Zisser/Axios

Simulmedia, one of the oldest TV advertising tech companies, has created a digital marketplace that will help small companies buy TV ads digitally at scale.

Why it matters: For new direct-to-consumer companies (think Dollar Shave Club or Away that launched online), TV marketing can be very expensive and hard to measure. This will bring down that barrier to entry by allowing brands to buy TV ads at a small scale, for less money, in a way that can be measured and tracked through digital ad tech.

“National TV has been a velvet rope game limited to the top 200 companies in America. We're democratizing it so that the little guys can get in the game and can buy TV ads efficiently, which they have not been able to do historically.”
— David Morgan, CEO and founder of Simulmedia

The details: The marketplace, called D2Cx.com, is built specifically for small digital upstarts.

  • It uses the same features that make automated digital advertising so approachable (automatic bidding for placements that keeps rates low, real-time reporting of ad performance), but it doesn’t require buyers to spend an exorbitant amount to be able to enter the marketplace.

Between the lines: Direct-to-consumer brands have often resorted to using search and social media advertising online, which are cheap and easy to buy.

  • But that type of advertising, while good for reaching individual prospects and easy to measure, is bad if you want to scale your business.
  • Now, brands will have the opportunity to buy TV ads using similar types of automated technology that will reach a broader audience.
  • This is especially helpful if a company is selling a general consumer product (like suitcases) that could be used by people of different ages and genders.

The bigger picture: Many companies have tried to create this opportunity for small brands before, but Simulmedia thinks their solution will actually work because the marketplace for buying these ads was built with the buy-in of many big TV companies.

By the numbers: The marketplace will include ad inventory from 85 of the top 110 national cable and broadcast networks in the U.S., ranging from niche networks such as Fuse and Hallmark to large network groups like Discovery/Scripps and A&E Networks.

  • In total, it will offer distribution across more than 200 billion national TV ad impressions weekly.

The bottom line: Expect to see ads from the same type of companies that you encounter on Instagram or Facebook (Everlane, Bonobos, etc.) pop up on your TV screen.

Go deeper: TV ads are slowly going digital

Go deeper

2 hours ago - Politics & Policy

Inhofe loudly sets Trump straight on defense bill

Sen. Jim Inhofe speaks with reporters in the Capitol last month. Photo: Samuel Corum/Getty Images

Senator Jim Inhofe told President Trump today he'll likely fail to get two big wishes in pending defense spending legislation, bellowing into his cellphone: "This is the only chance to get our bill passed," a source who overheard part of their conversation tells Axios.

Why it matters: Republicans are ready to test whether Trump's threats of vetoing the bill, which has passed every year for more than half a century, are empty.

Conspiracy theories blow back on Trump's White House

Sidney Powell. Photo: Tom Williams/CQ-Roll Call, Inc via Getty Images

President Trump has rarely met a conspiracy theory he doesn't like, but he and other Republicans now worry the wild tales told by lawyers Sidney Powell and Lin Wood may cost them in Georgia's Senate special elections.

Why it matters: The two are telling Georgians not to vote for Republicans David Perdue and Kelly Loeffler because of a bizarre, baseless and potentially self-defeating theory: It's not worth voting because the Chinese Communist Party has rigged the voting machines.

2 hours ago - Politics & Policy

Bolton lauds Barr for standing up to Trump

John Bolton. Photo: Jabin Botsford/The Washington Post via Getty Images

John Bolton says Attorney General Bill Barr has done more to undercut President Trump's baseless assertions about Democrats stealing the election than most Senate Republicans by saying publicly that the Justice Department has yet to see widespread fraud that could change the election's outcome.

What he's saying: “He stood up and did the right thing," Bolton said in a Wednesday phone interview.