Home Digital TV and Video CEO Morgan On Simulmedia’s Financing And Data-Driven Television Insights

CEO Morgan On Simulmedia’s Financing And Data-Driven Television Insights

SHARE:

SimulmediaDave Morgan, CEO of Simulmedia, a technology company that “delivers television viewership through data-driven program promotion,” discussed the company’s latest round of financing (see release) and recent insights.

AdExchanger.com: From your standpoint, can you expand on why Time Warner is a strategic fit for Simulmedia?  What were you looking for in this new round of financing?

DM: We were looking for a great venture capitalist and board member who knows the television industry and the “advanced TV” ecosystem. Rachel Lam, the Managing Director of Time Warner Investments, fits that bill. She is a great venture capitalist and we’re excited to have her involved with the company. Further, having Time Warner involved with Simulmedia means that we can align our interests with one of the world’s most important creators and packagers of television content. We know that we can learn a lot from them.

What’s one key takeaway from the business today that you didn’t see coming when you set out to create Simulmedia?

We didn’t realize how impactful television spots are when it comes to program promotion. We are seeing “response rates” to program promos that blow away anything that I ever saw in my 15+ years in the online business.

In regards to the performance lift you’re seeing of 50-350% from Simulmedia’s products, do you think Simulmedia’s tune-in insights can be transferred online for use across other digital channels?  If so, when?

We suspect that the insights will be transferable to other digital channels, but pursuing other media channels at this time is not a high priority for us. There is a tremendous amount of opportunity and a lot of work to be done in optimizing linear television first.

By John Ebbert

Must Read

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

DOJ v. Google: How Judge Brinkema Seems To Be Thinking After Week One

Where the DOJ v. Google ad tech antitrust trial stands after one week’s worth of remedies arguments.

Swish, A Company That's Bringing Programmatic to Product Sampling, Announces Seed Funding

Swish, a startup that partners with retailers to provide product full-size CPG samples to people doing their grocery shopping online, announces $2.3 million in seed funding.

DOJ v. Google: During Opening Arguments, The DOJ And Google Battle Over An AdX Divestiture

Court is back in session. And the fate of  the open internet is in the balance.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Chris Mufarrige, director, Bureau of Consumer Protection, FTC

FTC Consumer Protection Chief: No Easy Answers On Privacy, ‘Only Trade-Offs’

Privacy isn’t black-and-white, says the FTC’s Chris Mufarrige, promising evidence-driven consumer protection cases under the Trump administration.

How Encryption Keys Could Resolve The TID Furor

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Clear Channel Brings Mid-Flight Measurement To Its OOH Network

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.