Connected TV (CTV) may still feel like the “new kid” in the advertising playbook, but Simpli.fi is showing it can be a power hitter. The Advertising Success Platform has been named a finalist for Most Innovative Use of CTV Technology in the 2025 AdExchanger Awards, thanks to a campaign with Chicago-based Ankin Law.
The collaboration pushed beyond flashy impressions. By blending CTV with cross-device strategies, the campaign delivered 12 million impressions and reached 1.2 million unique individuals across more than 300 ZIP codes in greater Chicago. For a law firm competing in a crowded market, that translated into both visibility and measurable client growth.
“Being named a finalist by AdExchanger underscores our focus on accountable, audience-first CTV,” said Cali Tran, CEO of Simpli.fi. “As CTV becomes a dominant channel, we’re raising the bar for how TV is planned, bought, and measured.”
Inside the Playbook
What made the campaign stand out wasn’t just scale—it was precision. Simpli.fi combined three core tactics inside its platform:
- Addressable Geo-Fencing + CRM Targeting: Tailoring creative to households by income, location, and first-party data, ensuring ads didn’t just reach Chicago but the right Chicago homes.
- Sequential Messaging + Site Retargeting: Re-engaging audiences exposed to earlier ads and nudging them further down the funnel.
- Keyword Contextual Search Retargeting: Capturing intent by targeting people actively searching for legal services or related content.
Together, these tactics gave Ankin Law an edge against rising competition.
“Every year, more law firms from outside Chicago open offices in our city,” said Eric Revels, Director of Marketing at Ankin Law. “Thanks to Simpli.fi, we’re able to programmatically target our audience, drive calls and clicks, and convert more leads year over year—despite the increased competition.”
Why It Matters
CTV is fast becoming a dominant channel in digital advertising, projected to surpass $30 billion in U.S. ad spend this year. But while plenty of vendors promise scale, advertisers increasingly want proof of precision and performance. Simpli.fi’s finalist recognition positions it among the players turning CTV into an accountable, ROI-driven medium—bridging the gap between traditional TV’s reach and digital’s measurability.
For agencies, brands, and verticals like legal services, this recognition reinforces a bigger trend: CTV is no longer experimental. It’s table stakes.
The 2025 AdExchanger Awards will spotlight industry leaders pushing those boundaries—an arena where Simpli.fi now stands among the finalists.
