• by Gavin O'Malley , Staff Writer @mp_gavin, March 22, 2011

Why did Dave Morgan, CEO of Simulmedia -- and the founder of such online ad firms as Real Media and TACODA -- leave online advertising for TV? Well, consuming “video” on anything other than a big, hulking living room TV just isn’t TV, Morgan insists. For the 19 years he was involved in selling online adverting, during which time Morgan was focused was on mass awareness, he never felt that a banner on a Web page could even come close to competing with a 30-second spot in a lean back environment. Online “can’t drive the same emotional response,” says Morgan.