Ad vet Tim Spengler is joining advanced TV advertising firm Simulmedia as president and chief revenue officer.
In this newly created role, the former CEO of Magna Global is charged with helping Simulmedia grow from a compliment to traditional TV buys to a significant part of brands' overall marketing strategy.
Simulmedia plans and activates data-driven TV campaigns, allowing advertisers to target audiences beyond traditional age and gender demographics.
"Everyone in the TV space now realizes TV isn't going away, but it can be done differently in the future," said Simulmedia CEO Dave Morgan. "Bringing Tim in elevates us and takes us to a new level in the TV ecosystem."
Mr. Spengler has more than 25 years of experience in TV advertising and working with marketers. He was a senior executive at IPG for nearly two decades, including president of North America at Initiative. He became CEO of Magna Global in 2012, where he was the key architect of the Magna Consortium, one of the first groups to apply data and technology to evolve and streamline the ways media is transacted.
Most recently, Mr. Spengler spent six months at Fuisz Video, an interactive digital video company, and previously served as content marketing and revenue strategy at Clear Channel Communications (now iHeartMedia).
"TV was really used as an upper funnel, brand building, awareness generating medium and used in a crude way," Mr. Spengler said. "But now TV can be used with a digital mindset and I think that's what's going to happen."
Mr. Spengler, who will report to Mr. Morgan, predicts Simulmedia will be one of the leaders in driving new ways for advertisers to use TV.
"This is going to be increasingly about gaining scale," Mr. Morgan said. "A lot of what we have been doing is campaign based and now it is about becoming more enterprise based."
Simulmedia has been beefing up its executive ranks as it looks to expand, hiring longtime Fox executive Laurel Bernard as its new president of entertainment marketing last week, and bringing in Michael Zimbalist as CMO in March from The New York Times. Mr. Morgan suggested additional hires could come in the near future.