Time Warner Investments Helps Fund Simulmedia

Simulmedia, which uses set-top-box data to help advertisers hone in on a target, has received $6 million in funding from its trio of venture-capital investors, which include Time Warner Investments. The total brings the company’s funding through a seed and other rounds to $27.25 million.

Avalon Ventures and Union Square Ventures join the Time Warner arm in backing the company. Simulmedia, which describes its offering as an ad network for television, has increased its staff from 20 to 40 over the past nine months. The company said revenue has doubled each quarter.

It culls data from 17 million set-top boxes and has worked with 11 media agencies on 200 campaigns.

Explaining Simulmedia’s efforts, John Piccone, senior vice president of sales, said recently at an industry event: “Television is not going to the Web, the Web is coming to television” and the company wants to bring “Web marketing tactics to linear television.”

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“Demographics do not buy products -- people buy products,” he added, referring to its aims in assisting advertiser targeting. “That we share the same age or gender doesn’t mean we share the same interests. We know this on the Web, it’s true on television.”

Piccone said Simulmedia has 800 times more American TV viewing data than Nielsen to help bolster targeting.

Simulmedia was founded by Dave Morgan, who also launched Tacoda and Real Media. 

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