Dave 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