To Direct VAMOS Advanced TV Software Offering Now Unbundled from Simulmedia’s Audience Network
NEW YORK (March 7, 2018) Simulmedia, the leader in data optimized national TV campaigns that deliver superior performance for major brands, today announced that Preetham Mallikarjuna has rejoined the company in the newly created position of Chief Product Officer. Mr. Mallikarjuna rejoins Simulmedia, Inc. from ESPN, where he had been Linear Ad Product Lead. He previously worked for Simulmedia from 2012 to 2016, rising to Senior Vice President of Product Strategy.
Reporting to Simulmedia CEO Dave Morgan, Mr. Mallikarjuna (Mull-y-car-juna) will direct the unbundling of the company’s proprietary Video Advertising Marketing Operating System (VAMOS) - the most powerful advertising platform ever built for TV - from Simulmedia’s Audience Network. Marketers, agencies, TV media owners and distributors no longer have to buy media from Simulmedia to take advantage of the platform’s benefits. Instead, they can use VAMOS to plan, execute, measure and optimize outcomes-based TV campaigns with their own media and own brand data.
“No one in the world is better qualified to lead the product organization than Preetham,” says Mr. Morgan. “He has history here, having created the vision and roadmap for a standalone VAMOS when we first contemplated it as a software-as-a-service offering. He also sees where the market is going and therefore knows how to evolve VAMOS so that it will continue to empower those who are responsible for their companies’ TV efforts.”
“Buying TV ads on an audience and outcome basis has been too hard. Agencies don’t have the technology. Existing TV systems are too blunt and siloed to plan, measure or optimize it,” says Mr. Mallikarjuna. “The offerings that do exist are seller-defined, don’t handle custom audiences, and lack the capacity for buyers or sellers to translate their audience segments into a common instruction sets. Further, none of the digital marketing clouds, DMPs or DSPs work for linear TV yet. VAMOS changes all that. It is the only platform where audiences and audience data, campaigns, and outcomes all come together, linking to digital and CRM enterprise systems and helping TV advertisers to overcome audience fragmentation and drive velocity for their business.”
Until March 2016, Mr. Mallikarjuna served as Senior Vice President of Product Strategy responsible for leading the Product Management team and turning Simulmedia’s product vision into reality.
Prior to joining Simulmedia in 2012, he was an Associate at Goldman Sachs, working in the Data Management & Analytics group in Global Investment Research. Earlier, Mr. Mallikarjuna served as Director of Operations for an investigations boutique, OmniWatchIntelligence Services, which was acquired by Pinkerton Consulting and Investigations, Inc. He began his career as a programmer in Sales and Trading Technology at Goldman Sachs. Mr. Mallikarjuna holds a bachelor of science in Information Systems and Finance from New York University.
Simulmedia (www.simulmedia.com) is a New York based technology company that guarantees the data-targeted national TV campaigns it runs for brands and agencies will produce more new customers and higher sales than conventionally planned and targeted campaigns. Powered by the company’s patented VAMOS data-driven predictive analytic platform, Simulmedia’s Performance TV® delivers more effective national TV ad campaigns at massive scale for dozens of top marketers like Clorox, The Home Depot and Choice Hotels. Using advanced TV data targeting, Simulmedia reaches a higher percentage of any brand’s target audience - or prospects - and guarantees a better ROI than any other linear TV solution in the world.
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