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Lake Capital makes additional capital investment in Viamedia

Cable TV ad management company Viamedia has received an additional growth capital investment from its private equity owner, Chicago-based Lake Capital.

The funds will be used to finance Viamedia's expansion with new partners and into new growth areas in cable TV spot and programmatic TV advertising by bringing to market new ad tech software solutions. Terms of the deal have not been disclosed.
 
Lake Capital made its initial strategic investment in Viamedia in December 2010 to complement its portfolio of digital and marketing service businesses. Viamedia has recently signed up additional multi-channel video programming distributors (MVPDs) including the renewal and expansion of its relationship with CenturyLink.  In addition, Viamedia's 2nd quarter ad sales are up 9% over the same period last year while digital sales are up 40%.  And Viamedia's programmatic supply side television advertising platform, placemedia, which offers more than 30 billion monthly impressions, recently announced strategic relationships with a number of digital DSP and digital ad tech companies, including Tube Mogul, The Trade Desk, Tremor and Collective, as a means to create a cross media solution.
 
"Over the past year, the Viamedia management team has demonstrated the ability to move aggressively and smartly to pursue and monetise the opportunities offered by the evolution and disruption in television advertising," says Terence Graunke (pictured), chairman, principal and co-founder of Lake Capital.  "Local advertising is an important, rapidly growing and attractive sector, and Viamedia is at its forefront. We believe Viamedia's deep and strong relationships with a large and diverse community of local and national advertisers position the company to continue as a market leader across all forms of local advertising."
 
"Lake Capital has been terrifically supportive," says Viamedia President and CEO Mark Lieberman.  "Lake Capital possesses the vision, operational experience and command of the rapidly evolving TV advertising landscape, and they appreciate our unique role in driving change."
 
"The Viamedia management team boasts a special mix of advertising, ad tech solutions utilising big data, and deep digital experience, which together are the right ingredients in today's rapidly evolving market for pay TV ad services," says Lake Capital advisor and longtime pay-TV executive and investor Carl Vogel, who serves as Viamedia's chairman. "Combined with Lake's unique investment thesis, we have the right team moving forward."

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