Viamedia, a firm that specializes in local, cross-platform TV ad services for MSOs, has appointed Mark Lieberman as president and CEO and to its board of directors.
He succeeds company co-founder Jeff Carter, who will remain in an advisory role and will serve as vice chairman of the Viamedia board.
Lieberman, to be based in New York, will head up Viamedia’s operations in 31 states. Viamedia said it has 48 MVPD partners and about 10,000 advertisers. It recently expanded operations into 57 designated market areas.
Of recent note, Lieberman co-founded and served as chairman and CEO of TRA, the TV big data analytics firm that’s now part of TiVo. He has also served as chairman and CEO of Interactive Video Technologies, an online video publishing company, president of About.com Ventures, and was EVP of Reed Elsevier Business Information, which previously owned several industry pubs, including Multichannel News, Broadcasting & Cable and Variety.
“Viamedia is ideally positioned to transform the world of TV advertising going through sweeping consumer behavioral changes,” said Lieberman, in a statement. “What excites me about Viamedia is its 300 person local sales team with unrivaled relationships with local advertisers. Coming from the world of smart big data, I know that well-connected people are the key competitive advantage as the company rolls out new innovative solutions like our programmatic buying platform, placemedia. I look forward to leading the Viamedia team and working with its majority shareholder, Lake Capital, to build upon an already strong core business and take the company to the next level.”
“As an active participant in the cable and satellite industry for many years, I’ve watched technology transform video advertising across multiple screens, added Lake Capital advisor and pay-TV vet Carl Vogel. “ A proven leader, Mark has the perfect mix of advertising, big data and digital experience, paired with transformational skills necessary to lead Viamedia in a charge that will lead an entire industry.”