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What? Simulmedia, a targeted television advertising company, announced that it has closed a $25 million Series D round of funding led by new investor Valiant Capital.
Why it matters:  Companies like Simulmedia are trying to turn television ad buying ‘inside out’ and support the emerging audience-based TV ad ecosystem.

Simulmedia has closed a US $25 million round of funding led by Valiant Capital. Others participating include R&R Venture Partners, a new fund created by Dick Parsons and Ronald Lauder and existing investors Avalon Ventures, Union Square Ventures, Time Warner Investments and Allen & Company. This brings the total raised by Simulmedia to nearly $59 million since the company was launched in 2009.
“We are gratified to have our long-time investors continue their support of our mission to turn television ad buying ‘inside out’ to help accelerate the market and support the emerging audience-based TV ad ecosystem,” says Dave Morgan, Simulmedia’s founder and CEO.
“Simulmedia became profitable this quarter for the first time, as audience-based buying on TV went from ‘interesting concept’ to large scale testing,” says Rich Levandov, a partner at Avalon Ventures. “and buyers are now building it in as part of their core TV media strategies. Clearly, Dave and his team have laid a solid foundation for a very profitable future and we are excited to be part of it.”
“Having a major West Coast investor I believe reflects that Silicon Valley now realizes that disruption/optimization of the TV ad market will be a leading driver of the redistribution of hundreds of billions of ad dollars over time as all of TV becomes Internet Protocol delivered and on-demand over the next ten or more years,” adds Mr. Morgan.
Simulmedia aggregates TV audiences through partnerships with TV system operators and national networks and reaches all 115 million US TV households.

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.
About Fusion

Fusion is a news, pop culture and satire TV and digital network. It will engage and champion a young, diverse, and inclusive America with a unique mix of smart and irreverent original reporting, lifestyle and comedic content. Fusion launched in millions of households nationwide on October 28, 2013. Six major distributors are carrying the cable network, including Cablevision, Charter, Cox, AT&T U-Verse, Verizon FiOS and Google Fiber. For more information about Fusion visit fusion.net or follow us on Twitter, @ThisIsFusion, and facebook.com/FusionNetwork. Fusion is a joint venture between Univision Communications Inc. and the Disney/ABC Television Network.

About SMG Multicultural
SMG Multicultural is the largest brand communications organization in the U.S. specializing in Hispanic, African-American, Asian-American and emerging market consumers. Within our three brands -Chicago-based Tapestry and Spark Multicultural and New York-based 42 Degrees at MediaVest (MV42)- we offer a portfolio of strategic services that engage consumers in meaningful ways with some of the top brands across the globe. Whether its media planning and buying, communications planning, performance media, digital communications, data and analytics, branded entertainment, gaming or event marketing, our media experts consistently strive to lead and invent within the multicultural space.

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.

mike.brownMike Brown is General Manager of The Wholesale Airtime Auction.

Measuring the effectiveness of legal TV advertising is an inexact science. There’s no amount of number crunching that will tell you exactly how your advertising spending translates into the number of leads your TV ads are generating. However, there are still ways to estimate how well your ads are performing relative to the amount of money you’re putting into them.

The first step to estimating the effectiveness of your legal TV advertising is to determine your precise advertising goals – that is, what you hope to achieve through legal TV advertising. Are you trying to increase sales of your services and products? Develop brand awareness? Expand your business volume in a particular market? Once you have a clear idea of your advertising goals, you can then determine how well (or poorly) your advertising is performing with regards to those objectives.

Here are the six performance indicators you need to monitor:

1. Sales. Do a comparative analysis of sales before, during, and after an ad campaign. Note that TV advertising usually has a cumulative and delayed effect: it may take time for your ads to begin actually driving sales.

2. Customers. You can monitor the number of new customers for your product or service before, during, and after your ad campaign through an efficient customer information system.

3. Requests for information. You can also gauge the impact of your ads by monitoring for any increase in requests for information, whether via phone, mail, or online.

4. Phone inquiries/orders. Direct response TV ads include dedicated phone lines that can give a good measure of ad effectiveness. In addition, you can determine how many people are responding to different ads in your campaign by assigning unique extensions to each one.

5. Retail store traffic. Counting how many people enter your stores is a simple way to track retail traffic. Don’t forget to monitor traffic before the start of your ad campaign so that you have a baseline.

6. Website traffic. If your TV ads mention your web address, email, Twitter/Facebook accounts or other social media sites, you can measure site hits, email inquiries, online purchases, and follows/likes.

Don’t forget: no matter how much effort you put into analyzing these factors, you won’t be able to make use of the data unless you know exactly what you’re trying to achieve. You need a clear business plan if you want to succeed at legal TV advertising.

Article Source: http://EzineArticles.com/7685053

mike.brownMike Brown is General Manager of The Wholesale Airtime Auction.

Measuring the effectiveness of legal TV advertising is an inexact science. There’s no amount of number crunching that will tell you exactly how your advertising spending translates into the number of leads your TV ads are generating. However, there are still ways to estimate how well your ads are performing relative to the amount of money you’re putting into them.

The first step to estimating the effectiveness of your legal TV advertising is to determine your precise advertising goals – that is, what you hope to achieve through legal TV advertising. Are you trying to increase sales of your services and products? Develop brand awareness? Expand your business volume in a particular market? Once you have a clear idea of your advertising goals, you can then determine how well (or poorly) your advertising is performing with regards to those objectives.

Here are the six performance indicators you need to monitor:

1. Sales. Do a comparative analysis of sales before, during, and after an ad campaign. Note that TV advertising usually has a cumulative and delayed effect: it may take time for your ads to begin actually driving sales.

2. Customers. You can monitor the number of new customers for your product or service before, during, and after your ad campaign through an efficient customer information system.

3. Requests for information. You can also gauge the impact of your ads by monitoring for any increase in requests for information, whether via phone, mail, or online.

4. Phone inquiries/orders. Direct response TV ads include dedicated phone lines that can give a good measure of ad effectiveness. In addition, you can determine how many people are responding to different ads in your campaign by assigning unique extensions to each one.

5. Retail store traffic. Counting how many people enter your stores is a simple way to track retail traffic. Don’t forget to monitor traffic before the start of your ad campaign so that you have a baseline.

6. Website traffic. If your TV ads mention your web address, email, Twitter/Facebook accounts or other social media sites, you can measure site hits, email inquiries, online purchases, and follows/likes.

Don’t forget: no matter how much effort you put into analyzing these factors, you won’t be able to make use of the data unless you know exactly what you’re trying to achieve. You need a clear business plan if you want to succeed at legal TV advertising.

Article Source: http://EzineArticles.com/7685053