It seems like every day I wake up, I'm reading about an ad company that had a very good 2011, has taken their company through another round of investing, and getting support from all sorts of venture capital. UK-based Brainient has just raised $1.8 million for their company, which specializes in interactive video advertising and personalized video retargeting. The money is for the usual: expand their business and improve the technology, but they're also looking to find a New York City office since, you know, America rules.
Brainient's Ad Technology Will Follow You
Brainient's interactive video ad technology, adding pre-rolls (they call theirs "BrainRolls") to video, is not all that new. That's where some sort of interactive, clickable graphic appears on the screen and you can be redirected to a place where you can learn more about the product. What they claim through another service called "BrainAds," is that they can retarget someone who has shown interest in a product but might be on the fence. I'll let Brainient do the talking:
We add a tag on your website that anonymously tracks a person's behaviour through a browser cookie. Then, whenever that person watches a video on one of our network partners, we will dynamically create a video ad for that person.
You can decide whether that's awesome or whether you just stepped into 1984. Whatever the case may be, Brainient's "BrainRolls" claim a 3-5 times better click-through-rate (CTR) than ads without interactivity, and their "BrainAds" see a 10% click-to-sales conversion rate.
Expect ads to get more sophisticated and smarter as the years go on. Brainient's funding is an almost everyday occurrence and is a testament to online video's growth.