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Time Warner Invests in TV Marketer Simulmedia

Simulmedia, the media marketing company founded by marketing veteran Dave Morgan, has raised an $8 million Series B round of financing led by Time Warner Investments (s GE). The funding round also includes existing investors Avalon Ventures and Union Square Ventures, which led Simulmedia’s $4 million Series A round raised in March 2009.

Founder Dave Morgan is a veteran of the advertising and marketing space, having founded Tacoda (which was bought by AOL (s AOL) in 2007) and Real Media. With his new firm, Simulmedia, Morgan aims to help TV programmers increase their ability to build audiences through smarter marketing based on anonymous viewing data and a proprietary predictive technology platform. By analyzing this data, Simulmedia believes it can more effectively deliver on-air promotions to viewers, thereby providing more viewers than TV programmers can through their own ad campaigns.

The 18-month old company has partnered with U.S. cable providers for anonymous user data from 15 million set-top boxes, and has conducted more than 30 field trials with eight different broadcast and cable networks since being founded. And apparently Simulmedia is doing something right, as it claims to have delivered between 50 and 350 percent more viewers than through traditional campaigns.

In addition to the funding, Simulmedia announced that Time Warner Investments managing director Rachel Lam and Simulmedia COO Thomas J. Deierlein will join the company’s board of directors.

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