As demand grows for simpler and more automated ways to reach viewers across screens, Simulmedia is expanding access to traditional television with a new capability inside Skybeam, its self serve TV advertising platform. The company’s move introduces a streamlined pathway for local businesses, franchise groups, and agencies to place ads on leading broadcast and cable networks. This development arrives at a moment when marketers are looking for unified tools that allow them to manage both streaming and linear television within the same ecosystem, making self serve TV advertising an increasingly important part of modern media planning.
The update gives Skybeam users the ability to run traditional TV campaigns with the same ease associated with digital ads. Simulmedia emphasizes that the feature is built on more than fifteen years of national TV buying expertise, enabling newcomers to navigate the medium without facing the usual barriers associated with linear advertising.
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The company notes that the expansion is grounded in a simple truth about viewing habits. Despite the rapid rise of streaming platforms, more than forty percent of US viewers still spend time with traditional television. These viewers tend to be consistent, loyal audiences who routinely watch local news, live sports, and primetime content. For years, however, smaller advertisers have struggled to participate meaningfully in this space due to complex processes, high minimum spends, and fragmented workflows that separated streaming from linear buying.
With Skybeam’s new capabilities, Simulmedia aims to close that gap. Users can choose target markets, set schedules and budgets, and upload creative assets without navigating traditional negotiations or extended contract requirements. The company describes the process as intentionally similar to digital campaign setup, designed to remove the intimidation factor associated with TV buying.
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Dave Morgan, Chief Executive Officer of Simulmedia, underscored the significance of this launch by stating, “For years, access to traditional TV advertising was limited to large brands with big budgets and specialized teams. With Skybeam, we are opening that world to everyone giving local businesses and agencies the same power and precision we have provided national advertisers for over a decade. This launch brings true democratization to TV advertising.”
The company believes this shift will help advertisers reach audiences who remain highly engaged on linear channels and ultimately modernize the way local and regional brands approach cross screen media. As adoption of self serve TV advertising expands, the industry is moving toward an era where the accessibility and efficiency of digital buying converge with the reach and trust of traditional television. For marketers navigating an increasingly fragmented landscape, unified platforms like Skybeam signal an important step in shaping the future of TV advertising.
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