Brand TV advertising these days is something of a scattergun approach – you pay to reach large audiences, but you can’t guarantee the distribution will really achieve the desired result.

Increasingly emboldened by the guarantees that are offered by online advertising, some TV ad buyers are calling for an improvement. And that is what former Tacoda head honcho Dave Morgan‘s current business, Simulmedia, is enabling.

“We decided to put our money where our mouth is,” Morgan tells Beet.TV in this video interview.

“We’re going to guarantee the actual performance of a branded TV ad against a measured biz outcome – typically, that’s purchase or sales, it could be website visits or a media mixed attribution model that the client does.”

Morgan says pricing TV ads based on their actual business effect “de-risks” the buy for advertisers: “Television advertisers has never had the closed loop capabilities that online have. Brand advertisers want to have their cake and eat it too. They want to make sure they have significant reach but also that it’s accountable.”

Morgan was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.