Viamedia, Inc.

Viamedia provides ad sales management and monetization solutions for cable TV operators, MVPD's, telcos, OTT/streaming and video providers across the US. Viamedia is one of the industry's leading cross-media advertising solutions providers for local, regional and national businesses and brands.[6][7][8] The company currently has more than 12,000 active and prospective advertisers nationwide.[9]

Viamedia
TypeCorporation
IndustryCable television, Digital Advertising[1]
Founded2001
Founder
  • Jeff Carter
  • Todd Donnelly
Headquarters
Area served
United States
Key people
  • David Solomon, President & CEO
  • Randy Lykes, Chief Technology Officer[2]
  • Becky Jones, Chief Marketing & People Officer[3]
  • Frank Connolly, Chief Financial Officer[4]
  • Rick Tarvin, EVP of Sales[5]
ProductsAdvertising
Number of employees
300+
WebsiteViamediaTV.com

With headquarters in Lexington, Kentucky, Viamedia sells cross media advertising on behalf of U.S. cable and telecommunications service providers, utility companies and municipalities.[7] The company manages the sales, operational and technical back room functions for 60 MVPDs (aka cable companies) across 71 DMAs in over 30 states, delivering ads into nearly one million spots daily.[10] Viamedia has more than 300 employees nationwide.[9]

History

Viamedia was founded in 2001 by Jeff Carter and Todd Donnelly.[11] In January 2011, Viamedia announced that it has partnered with Lake Capital, a private equity firm that invests exclusively in service-based companies.[12] In December 2020, the company promoted former Chief Revenue Officer, David Solomon, to President and CEO.[13]

Since the companies inception, they have earned the Multichannel News’ Innovator Award for technological developments in audience targeting and reporting,[14] has been named a Top Operator by Cablefax back-to-back years[15][16] and received the Affiliate and Partnership Marketing award at the 2014 FAXIE Awards for its "Your Partner for Ad Sales" campaign.[17]

Placemedia

Placemedia is a fully automated supply-side programmatic planning and buying solution for linear television. The company combines multiple consumer databases, viewing behavior from millions of household set-top boxes, and a proprietary technology platform that automatically places media buys to reach highly targeted audiences.[18][19]

The company currently represents more than 30 billion impressions monthly in nearly 100M TV households across 210 DMAs.[7]

In 2018, Altice USA purchased Placemedia from Viamedia.[20]

Placemedia's platform connects demand side players (agencies and advertisers) with aggregated television ad inventory from Placemedia's supply side partners MVPDs and cable TV networks.[21] Using its application program interface (API), Placemedia's programmatic platform has been directly integrated into Demand Side Platform (DSP) partners’ preexisting systems.[22]

Services

Viamedia provides media solutions for more than 12,000 local, regional and national advertisers, including inserting advertising onto cable networks such as ESPN, TNT, FOX News, Lifetime, HGTV, A&E, Hallmark Channel and others.[9][23][24] In addition, the company has a relationship with National Cable Communications; NCC Media is the national TV advertising sales, marketing and technology company owned in partnership by Comcast Corporation, Charter Communications, Inc. and Cox Communications.[25]

The company also offers a true multi-screen solution for advertisers across the US.[26] This includes pre-roll video, SEM and mobile.[27][28]

Operations

Viamedia technically inserts, delivers and verifies nearly one million 15 and 30-second television spots each day.[29] Viamedia also provides advertising technical sales functions including research, traffic and billing, video encoding, and technical assistance and monitoring.[30]

Awards and recognition

In 2016, former Viamedia CEO, Mark Lieberman, was inducted as a Cable Center Cable Pioneer.[31]

Viamedia executives have been named to the Cablefax Top 100;[32] Cablefax Most Powerful Women in Cable;[33] Cynopsis Top Women in Digital;[34] Cablefax Most Powerful Women in Technology;[33] and Multichannel News’ "40 Under 40" list.[35]

Viamedia received the Affiliate and Partnership Marketing award at the 2014 FAXIE Awards in NYC for its "Your Partner for Ad Sales" campaign.[17]

Viamedia's programmatic platform, Placemedia, was awarded the 2014 Innovator Award by Multichannel News.[14]

Viamedia was named a Top Operator by Cablefax back-to-back in 2013 and 2014.[15][16]

In 2014, Viamedia was named one of the Top 100 Companies in Fiber to the Home Industry by Broadband Communities.[30]

References
  1. "Viamedia Continues To Invest Heavily In Advanced Ad Solutions For Delivering Smarter Local Campaigns" (Press release). New York: Viamedia. PRENEWSWIRE. 2017-07-26. Retrieved 2019-05-22.
  2. Reynolds, Mike. "Next TV: 'TV Everywhere' Needs More Uniformity". Multichannel News. Retrieved 9 August 2016.
  3. Young, Alicia. "Becky Jones Appointed Chief Marketing & People Officer". Mad Marketer. Retrieved 29 November 2016.
  4. "Viamedia Names Frank Connolly Chief Financial Officer" (Press release). NEW YORK and LEXINGTON, Ky.: Viamedia. PRNewswire. 2018-03-26. Retrieved 2019-05-22.
  5. Corr, Amy. "Viamedia; Rick Tarvin". MediaPost. Retrieved 9 August 2016.
  6. Kuhl, Craig. "Big Names Head 50th Class of Cable TV Pioneers". Multichannel News. Retrieved 9 August 2016.
  7. Swedlow, Tracy. "Viamedia-placemedia". TV of Tomorrow. Retrieved 9 August 2016.
  8. "Company Overview of Viamedia, Inc." Bloomberg Businessweek. Retrieved 2014-1-26.
  9. "Becky Jones". Cablefax. Retrieved 9 August 2016.
  10. "Mark Lieberman". Cablefax. Retrieved 9 August 2016.
  11. Jeff Carter Co-founder and President ViaMedia" Broadcasting & Cable. Retrieved 2014-1-26.
  12. "Viamedia and Lake Capital Partner to Grow Local Advertising Services Provider" Reuters. Retrieved 2014-1-26.
  13. "Viamedia Gets New CEO, Promoting David Solomon". www.mediapost.com. Retrieved 2021-04-01.
  14. MCN Staff. "'MCN' Announces Innovator Award Winners". Multichannel News. Retrieved 24 August 2016.
  15. "The Top Operators of 2013". Cablefax. Retrieved 24 August 2016.
  16. "The Top Operators of 2014". Cablefax. Retrieved 24 August 2016.
  17. "The FAXIES Awards". Cablefax. Retrieved 24 August 2016.
  18. Ellis, Leslie. "INTX 2016: Lots Going On in Advanced Advertising, But Still Fragmented". Multichannel News. Retrieved 17 August 2016.
  19. Minichini, Steve. "MBPT Spotlight: What Does Programmatic Mean for TV: A Snapshot of Options". Broadcasting & Cable. Retrieved 17 August 2016.
  20. Farrell, Mike. "Altice USA Unveils 'a4' Advanced Ad and Data Business". Multichannel. Retrieved 23 May 2019.
  21. Loechner, Tyler. "Placemedia Rolls Out 'Programmatic Upfront' For TV". MediaPost. Retrieved 17 August 2016.
  22. Loechner, Tyler. "TubeMogul Plugs Into Placemedia's Programmatic TV Platform". MediaPost. Retrieved 17 August 2016.
  23. "Viamedia". Naperville Area Chamber of Commerce. Retrieved 11 August 2016.
  24. "Verizon FiOS TV and Viamedia Extend Advertising Representation Agreement" Verizon. Retrieved 2014-1-26.
  25. Farrell, Mike. "Comcast, Charter, Cox Form New Advanced Ad Group". Multichannel. Retrieved 23 May 2019.
  26. "Viamedia". Wake Forest Area Chamber of Commerce. Retrieved 11 August 2016.
  27. Tso, Richard. "EXCLUSIVE: Viamedia To Launch Programmatic TV Ad Exchange At Advertising Week". Adotas. Retrieved 11 August 2016.
  28. Dickson, Dan. "In 12 years, Lexington-Based Viamedia has Grown to 57 Markets and 465 Employees". Business Lexington. Retrieved 11 August 2016.
  29. Kuperberg, Jonathan. "Fates Roundup, July 28, 2015". Broadcasting & Cable. Retrieved 17 August 2016.
  30. BBC Staff Report. "Fiber-To-The-Home Top 100" (PDF). Broadband Communities Magazine. Retrieved 17 August 2016.
  31. "Current Pioneers". The Cable Center. Retrieved 24 August 2016.
  32. "The 100". Cablefax. Retrieved 24 August 2016.
  33. Entertainment Close-up. "Viamedia Executives Rank on Cablefax: The Magazine's 'Most Powerful Women in Cable'". HighBeam Research. Archived from the original on 8 October 2016. Retrieved 24 August 2016.
  34. "2016 Honorees". Cynopsis. Retrieved 24 August 2016.
  35. Gibbons, Kent. "40 Under 40 Class of 2015". Multichannel News. Retrieved 24 August 2016.
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