Tag Archives: targeted ads

Video advertising networks are hot, Brightroll gets its second round, claims it already served over 1 Billion video ads

After having covered the video ad networks BlackArrow and YuMe Networks today we have discovered that yet another one called Brightroll has also recently closed its Series B funding taking $5M more. The round was led by existing investor True Ventures with Adams Street Partners and KPG Ventures as new participants. The first round’s amount is not publicly disclosed.

The company offers both pre-roll and mid-roll ads and Brightroll contextually matches the ads based on webpage information, site behavior and demographics. Assessing tags, profiles and data from ComScore, Brightroll aims to provide publishers and advertisers targeted ads, where the publishers need to do very little work to this end.

BrightRoll helps leading agencies, representing brands such as Walmart, Hewlett-Packard and Sony Pictures, launch and scale video campaigns across the industry’s leading publishers. The one-year-old start-up will use the capital to continue to grow its agency and publisher relationships, as well as accelerate product development.

“Video advertising is the future of online marketing and we are exclusively focused on simplifying the process of targeting, distributing and executing online video campaigns,” said Tod Sacerdoti, co-founder and CEO of BrightRoll. “BrightRoll provides efficiency and technology to agencies today and we will continue to expand our solutions for agencies and brands moving forward.”

“We increased our investment in BrightRoll because the company is the emerging leader in a revolutionary category,” said Jon Callaghan, a partner at TRUE Ventures. “This is my third time working with the founders, Tod Sacerdoti and Dru Nelson, and I could not be more ecstatic about the team they are building.”

BrightRoll can execute video campaigns across more than 50% of the top 100 online media properties in the United States. The average BrightRoll video campaign reaches over 50 million unique users over a six week period. A video advertising innovator, BrightRoll is built entirely on proprietary video ad serving, targeting and optimization technology.

The market

Video advertising is promising to be huge opportunity online and the sector is extremely competitive with new players entering every couple of weeks. Venture capitals also do think the online video advertising holds the chances to be the next big thing on Internet to bring billions of revenues in and are pouring big money into start-ups with the hope they come up to the groundbreaking technology that might shake the sector and make them the huge ROI.   

No matter what standard for video ads the sector might adopt – pre-roll ads, mid-roll ads, post-roll ads, watermark ads, viral ads or overlay ads, the undisputed leader remains Google’s YouTube with its huge number of eyeballs. That’s why the smaller players are focusing not on the reach but on different approaches and technologies to more effectively serve, track and measure these video ads. The video ads are in their infancy on Web and there is plenty of room for innovation and growth and all those small start-up companies hold their good chances for success.

Some companies, as we know them, include BlackArrow, BrightRoll, XillianTV, Podaddies, VMIX and MeeVee. BrightRoll video ad network itself has raises $5 Million while VMIX, yet another video network company has also raised a whopping amount of money $16.5M to expand its business. Other video advertising players include Revver, VideoEgg’s TheEggNetwork, ScanScout, Adap.tv, AdBrite’s InVideo platform, BroadRamp and Blinkx.

eMarketer predicts online video advertising to nearly double in 2008 to $1.3 billion, but no one’s really nailed a scalable ad platform for video. However, Google’s been quietly testing their own system and there are a bunch of other startups tackling it as well.

More about BrightRoll

Led by a team of Internet advertising veterans and engineers, BrightRoll has served billions of advertisements since we got started. We achieved this growth by enabling agencies and brand advertisers to execute smart video ad campaigns across the industry’s leading publishers, including over half of the top 250 websites in the United States.

Dozens of advertising agencies work with BrightRoll to execute campaigns for their premier brands. By offering full site disclosure, detailed performance reports and flexible targeting, we provide advertisers with the reach, frequency, scalability, and transparency needed to achieve their goals.

Hundreds of branded publishers work with BrightRoll to maximize the value of their online inventory. We are fortunate to work with many of the Internet’s leading branded publishers, including multiple television properties, and most of the leading high-volume video sites.

The company was launched in 2005 and has offices in San Francisco and New York City. Founders are Tod Sacerdoti and Dru Nelson.

The Team

Tod M. Sacerdoti, CEO, Founder

Tod M. Sacerdoti is the Chief Executive Officer of BrightRoll and co-founded the business in July, 2006. Most recently, Tod was the Director of Revenue and Business Development at Plaxo, one of the fastest growing companies in the history of the Internet. Previously, Tod was the Director of Business Development at Spoke Software, an enterprise software firm providing tools to sales forces to better leverage relationships. Tod also worked at Interscope, Geffen and A&M Records, a division of the Universal Music Group and was an analyst in both the Mergers & Acquisitions Group and the Internet Corporate Finance group at Robertson Stephens. Tod has an MBA from the Stanford Graduate School of Business and has a B.A. in Economics from Yale University.

Dru Nelson, CTO; Founder

Dru Nelson is the Chief Technology Officer of BrightRoll and co-founded the business in July, 2006. Dru brings over twelve years of senior software development expertise to the company. Prior to BrightRoll, Dru was a Senior Software Engineer at Plaxo Inc. , where he was also the first Engineer hired and the first Client Engineer. Previously, Dru was the Director of Service Operations at eGroups (sold to Yahoo), Senior Software Engineer at Diva Systems (spinoff of SRI Research) and a Software Engineer at Four11 (sold to Yahoo and became Yahoo!Mail). Dru also has previous experience at the Florida State University Supercomputer Research Institute (SCRI).

Charlie Whittingham, Vice President, Sales

Charles Whittingham is the Vice President of Sales at BrightRoll and brings over 25 years experience in media, advertising and building Internet sales teams. Most recently, Charles was the Vice President of Sales, Western Region, for Advertising.com (a wholly owned subsidiary of AOL). Previously, he was Regional Vice President of Sales for About.com (owned by the New York Times), Regional Vice President of Sales for The Excite Network (owned by IAC/Interactive Corp.) and Executive Vice President, Sales Marketing at Wired Magazine. Prior to his Internet experience, he held senior positions as Director of New Business Development for advertising agencies McKinney & Silver and J. Walter Thompson, Southeastern Sales Director at The National Sports Daily and Sales Manager with People Magazine.

Lewis Rothkopf, Vice President, Network Development

Lewis is charged with broadening BrightRoll’s audience reach and enhancing client value by building strategic partnerships with the web’s top publishers. Prior to joining BrightRoll, lewis was Head of Distribution for the national Broadband Company (NBBC), NBC Universal’s digital video syndication business, where he was responsible for connecting premium digital video owners with the web’s premier publishers. Active in the digital media community for a decade, Lewis spent five years at DoubleClick Inc.’s TechSolutions for Publishers business, most recently as a sales and account management leader. He was at LightningCast Inc., one of the first video advertising companies, as a director of sales for the video ad insertion technology business, where he helped ready the company for acquisition by AOL LLC. In those capacities, he spearheaded technology and media solutions for numerous industry leaders, including AOL, Washington Post, Newsweek Interactive, Disney/ABC, Scripps, Networks, MTV Newworks, CBS Inc., Knight Ridder Digital, United Online, among many others. Lewis holds a Bachelor of Arts in Communication from Boston University and lives in Manhattan with his wife Nicole.

Calton Chan, Director of Sales, Eastern Region

Calton Chan is the Director of Sales, Eastern Region at BrightRoll and brings over 10 years experience in media, advertising and building Internet sales teams. Most recently, Calton was the Vice President of Agency Relations for ContextWeb, one of the leading contextual ad networks. Previously, he was Sales Director at The Excite Network (owned by IAC/Interactive Corp.) and Director of Sales for About.com (owned by the New York Times). Prior to his Internet experience, Calton worked in software sales for Autodesk. Calton has a B.A. in Biology from the University of Colorado at Boulder.

Mike Enomoto, Director, Media

Mike Enomoto is the Director of Media at BrightRoll and brings over eight years of managing media buying, ad ops, campaign management, and publisher relationships. Most recently Mike managed sales and distribution for Adteractive, one of the largest online lead generation marketers. At Adteractive, Mike was responsible for buying display media, creative and product strategy, and client development. Previously, he was the primary display media buyer for the Alena division of Intermix Media (acquired by News Corp) where he was responsible for all portal media relationships and campaign profitability. Mike began his career with MaxOnline (acquired by IAC / Interactive Corporation), one of the pioneering online ad networks. Mike has a Bachelor of Arts degree from the University of California at Santa Barbara.

About the Investors

About TRUE Ventures

True Ventures invests in promising entrepreneurs at the earliest stages in the highest-growth segments of the technology market. The Partners at True have started over ten companies as founders, and True is designed by entrepreneurs, for entrepreneurs. The firm clearly understands both opportunities and challenges in the earliest stage of development and provides young companies with a powerful, seasoned partner.

About KPG Ventures

KPG Ventures, a San Francisco based venture capital firm founded by Vince Vannelli, brings capital, experience and strategic relationships to early and seed stage companies. KPG is committed to investing in talented people and actively supporting each portfolio company in building their business.

Adams Street Partners, LLC

Adams Street Partners has been making investments in private equity since 1972 and is also credited with establishing the industry’s first institutional private equity fund of funds in 1979. Adams Street Partners has made over 140 investments with the objective of backing experienced management teams focused on high-growth markets. Investments are made primarily in companies in the technology, life sciences, and technology-enabled services sectors. Adams Street Partners currently manages $15 billion and has offices in Chicago, Menlo Park, London and Singapore.
 
Private investors include Jeff Clavier (SoftTechVC), Fabrice Grinda (Co-CEO, OLX and Founder, Zingy), Auren Hoffman (CEO, Rapleaf), Oliver Jung (Partner, Adinvest), Ariel Poler (Founder, Topica), Aydin Senkut (President, Felicis Ventures), Michael Tanne (CEO, Wink & Founder, AdForce), Colin Wiel (President, Keiretsu), Jeremy Wenokur (Former Corp. Dev., Google).

More

http://www.brightroll.com/
http://blog.brightroll.com/
http://www.brightroll.com/2007/10/23/brightroll-secures-5-million-in-venture-capital-funding/
http://www.brightroll.com/2007/10/24/brightroll-serves-1-billionth-video-advertisement/
http://mashable.com/2007/10/19/brightroll-funded/
https://web2innovations.com/money/2008/02/10/yume-a-broadband-video-advertising-network-has-taken-16m-so-far-to-tackle-the-video-advertising/
https://web2innovations.com/money/2008/02/09/blackarrow-took-12-million-to-tackle-the-video-advertising-relies-on-cable-companies/
http://www.crunchbase.com/company/brightroll
http://www.todsacerdoti.com/

YuMe, a broadband video advertising network, has taken $16M so far to tackle the video advertising

Yesterday we have covered BlackArrow, which offers an advertising management platform for video, allowing web sites to monitor their inventory while enabling advertisers to insert ads on-the-fly. They have taken $12M and are somehow relying on the cable companies to do its business. The company wants to insert targeted ads into on-demand viewing by placing a piece of hardware between cable operators and consumers While we were researching on BlackArrow online we came across YuMe Networks and realized it is worth writing about.

The well-funded YuMe Networks is aiming to match video publishers with video advertising using a bit of contextual analysis. The company said video content is targeted based on tags and metadata, something that generally works much better for established content creators who label their work well. YuMe uses such information to slot videos into ad-friendly content buckets such as auto, finance, and entertainment.

It’s not quite a highly automated process though, as ad placements are based on broad categories and in fact YuMe employs actual humans to screen content and group it into such categories. That’s in contrast to companies such as TVEyes’ Podscope and Nexidia, which are applying speech recognition tools to decipher what’s going on in a video and place an ad next to it.

The company is based in Redwood City, Calif and has taken more than $7 million in its first round of funding from Khosla Ventures, Accel Partners, and BV Capital. With the current funding their total financing is already $16 million and makes them a well funded contender in the realm of video advertising. The new participant here is DAG Ventures. VideoEgg, by contrast, is one of the largest players in terms of funding having attracted over $34 million over four rounds.

The ads are also included with the video as it’s syndicated on other sites. All distribution is monitored through their analytics package, which also allows geographical targeting down to the zip code. YuMe currently supports video on the web, downloads, mobile and IPTV. Some of their clients include HouseValues.com, True.com, Southwest Media Group, MSN Video, BitTorrent, Azureus, and Pando.

YuMe is building out its own ad inventory, though much of it consists of repurposing 30-second television slots, pretty much like SpotRunner’s ads, into shorter bits appropriate for the web.

YuMe has won “Best In Show Judges Choice” at the Under The Radar Entertainment and Media Conference in 2007.

The market

Video advertising is promising to be huge opportunity online and the sector is extremely competitive with new players entering every couple of weeks. Venture capitals also do think the online video advertising holds the chances to be the next big thing on Internet to bring billions of revenues in and are pouring big money into start-ups with the hope they come up to the groundbreaking technology that might shake the sector and make them the huge ROI.   

No matter what standard for video ads the sector might adopt – pre-roll ads, mid-roll ads, post-roll ads, watermark ads, viral ads or overlay ads, the undisputed leader remains Google’s YouTube with its huge number of eyeballs. That’s why the smaller players are focusing not on the reach but on different approaches and technologies to more effectively serve, track and measure these video ads. The video ads are in their infancy on Web and there is plenty of room for innovation and growth and all those small start-up companies hold their good chances for success.

Some companies, as we know them, include BlackArrow, BrightRoll, XillianTV, Podaddies, VMIX and MeeVee. BrightRoll video ad network itself has raises $5 Million while VMIX, yet another video network company has also raised a whopping amount of money $16.5M to expand its business. Other video advertising players include Revver, VideoEgg’s TheEggNetwork, ScanScout, Adap.tv, AdBrite’s InVideo platform, BroadRamp and Blinkx.

eMarketer predicts online video advertising to nearly double in 2008 to $1.3 billion, but no one’s really nailed a scalable ad platform for video. However, Google’s been quietly testing their own system and there are a bunch of other startups tackling it as well.

More about YuMe Networks

YuMe is the first dedicated broadband video advertising network built from the ground up that offers a brand safe advertising experience that can be delivered to any device – PC, TV, mobile and more – whether streamed or downloaded.

YuMe co–founders Jayant Kadambi and Ayyappan Sankaran realized early on that a strong broadband and IP–based video ad monetization infrastructure did not exist. Whereas today’s video advertising solutions are incremental modifications of existing text and banner networks, Ayyappan and Jayant recognized that video is fundamentally different and in order to properly monetize, transport, traffic and reliably report against video, a new type of advertising network was necessary.

Web advertising has evolved from text, to display and now to video. YuMe is the only ad network built exclusively for the new web video world, providing advertisers and publishers the unprecedented ability to identify, classify and track content to ensure brand safety, contextual relevance, controlled syndication and consistent delivery across all digital media platforms – web, downloads, mobile and IPTV.

YuMe provides publishers the unique ability to identify, classify and track content to ensure brand safety, contextual brand relevance, controlled syndication and consistent delivery to any device – PC, TV, Mobile – whether streamed or downloaded.

YuMe brings order to what is currently chaos in online video. Our solution enables publishers to instantly organize all the video on their site into content channels – automotive, financial services, entertainment, family friendly and more – unlocking new inventory for monetization and allowing advertisers to more precisely target their message to content.

Publisher Benefits?

Enable advertisers to precision target their video ads within your content, increasing the value of your inventory and CPMs. You can now offer more than just run–of–site campaigns.

Syndicate video assets with confidence. YuMe’s proprietary tracking technology allows you to track, monitor and control the distribution and monetization of your video

Deliver richer experiences to customers and communities by tying brand messaging to positioning. No more brands associated with content that is inappropriate or not contextually relevant to the advertiser.

Strike the right balance of advertising and content. YuMe separates the serving of content from the serving of ads, allowing you to determine the best mix of ad types across your channels of content.

YuMe delivers a brand safe, monitored and measured experience across all digital media platforms – Web, Downloads, Mobile and IPTV.

Management Team

Jayant Kadambi, Co–founder and CEO

Jayant Kadambi has over 18 years of experience in the areas of networking, hardware architecture and semiconductors. Prior to co-founding YuMe in 2004, Jayant was Vice President R&D and Officer of Netopia, Inc., a publicly held manufacturer of DSL equipment and service provider for ISP’s and carriers. Jayant joined Netopia upon its acquisition in 1999 of StarNet Technologies, a VoDSL company he had co-founded. Prior to co-founding StarNet, Jayant held various technical and marketing positions in AMD’s networks division, and AT&T Bell Labs, where he worked on high-speed LAN systems, hardware and DSL technologies. Jayant received his BSEE and Masters in Electrical Engineering from Rensselaer Polytechnic. Jayant is the co-author of a book on Gigabit Ethernet and the holder of several patents in the networking arena.

Ayyappan Sankaran, Co–founder and CTO

Ayyappan Sankaran has over 18 years of experience in software architecture, design and development in the areas of real time embedded systems, voice and data networks and medical instrumentation. Prior to co-founding YuMe in 2004, Ayyappan was Director of software development at Netopia, Inc., a publicly held manufacturer of DSL equipment and service provider for ISP’s and carriers. Ayyappan was a co-founder of StarNet Technologies, a VoDSL company that was acquired by Netopia in 1999. Prior to co-founding StarNet, Mr. Sankaran held various technical positions in Octel communications (acquired by Lucent technologies), Abbott Labs, and Ready Systems. Ayyappan holds a BSEE from the College of Engineering, Madras, India and a Masters in Electrical Engineering from the University of Texas.

Grant Ries, Vice President of Business Development

Grant Ries has over 10 years of experience in business development, sales and product marketing. Prior to joining YuMe, Grant was VP of Business Development at Revenue Science. Grant was a member of Revenue Science since its inception and served in a variety of strategic roles, from sales and marketing and account management to business development. Grant holds both a Bachelor of Arts and Masters Degree from The University of Washington.

Steven Comfort, Vice President of Sales

The last 13 of Steven’s 18 years in advertising have been spent in the interactive sector. He has run sales teams at a string of successful young companies: Wired Digital, 24/7 Real Media, eGroups, Tickle and hi5. Prior to 1994, Steven worked in the media planning departments of MediaVest and Euro RSCG in New York City. Steven holds a BA from the University of North Carolina – Chapel Hill.

Bob Bahramipour, Vice President of Ad Operations

Bob has 15 years of experience at major media & internet companies, as well as start-ups. Most recently, as a senior member of the Yahoo! Search team, Bob managed the toolbar business and was responsible for overseeing product, distribution, and partnerships. Prior to Yahoo!, Bob served as the Director of Business Development at 3721 Technology Co Ltd., a Chinese search engine which was acquired by Yahoo in 2003. Bob was also a co-founder & VP of Business Development for Switchouse Inc, an online marketplace for consumers. Prior to Switchouse, Bob held of variety of positions in Volpe Brown Whelan & Company’s M&A advisory group, within SBC’s (now AT&T) corporate development team, and at Braxton Associates, a boutique strategy consulting firm. Bob received his BS from Georgetown University’s School of Foreign Service and attended Northwestern’s J.L. Kellogg Graduate School of Business.

Molly Glover Gallatin, Director of Marketing

Molly brings over 15 years of media and marketing management experience to the YuMe team. Molly began her work in interactive media in 1997 when she launched Granite Broadcasting’s Internet Division, overseeing operations and sales for ten network-affiliated TV station websites. Molly joins YuMe from Knight Ridder Digital, where she managed marketing and communications for the Real Cities Network. Prior to joining Knight Ridder Digital Molly worked for start-ups in the digital media management and Internet TV space – eMotion and RespondTV. Molly began her career in advertising, working in account management at BBDO and D’Arcy Masius Benton Bowles in New York. Molly received her BS from the University of Colorado at Boulder and her MBA from Columbia University.

Investors

Khosla Ventures offers venture assistance, strategic advice and capital to entrepreneurs. The firm helps entrepreneurs extend the potential of their ideas in both traditional venture areas like the Internet, computing, mobile, and silicon technology arenas but also supports breakthrough scientific work in clean technology areas such as bio–refineries for energy and bioplastics, solar, battery and other environmentally friendly technologies. Vinod Khosla was formerly a General Partner at Kleiner Perkins and founder of Sun Microsystems. Vinod has been labeled the #1 VC by Forbes and Fortune recently labeled him as one the nation’s most influential ethanol advocates, noting “there are venture capitalists, and there’s Vinod Khosla.” Vinod Khosla founded the firm in 2004 and was joined by partners David Weiden and Samir Kaul, as well as chief scientific officer Doug Cameron in 2006.
 
Founded in 1983, Accel Partners is one of the world’s leading venture capital firms. The firm is dedicated to partnering with outstanding entrepreneurs to build world–class Internet, software and networking companies. Accel Partners has more than $4bn under management from its offices in Palo Alto, London, and China, and its portfolio companies have completed IPOs that have created well over $150 billion in market capitalization.
 
BV Capital, headquartered in San Francisco, CA and Hamburg, Germany, is an early–stage venture capital firm. Established in 1997, BV focuses exclusively on the intersection of the consumer Internet, digital media and communication software sectors worldwide. BV’s team adds significant expertise and service to entrepreneurs who strive to turn ideas into long–term, sustainable growth companies. Investments include many successes such as Angieslist, del.icio.us, eGroups, Expertcity (gotomypc), K2 Networks and shopping.com. The firm backed by several high profile US, Asian and European investors has been named “one of the most influential investors on either side of the Atlantic” by the Wall Street Journal. To learn more about BV Capital, please visit www.bvcapital.com.
 
DAG Ventures is a venture capital partnership investing in and helping outstanding entrepreneurs create leading, long-term companies across a range of markets. With roots from the 1980’s in cable TV, infrastructure, media, and wireless industries, the partnership today is privileged to work with world-class entrepreneurs as they build tomorrow’s leaders in the information technology, energy, and life science sectors.

More

http://yumenetworks.com/
http://www.techcrunch.com/2007/10/16/yume-closes-9-million-series-b/
http://www.crunchbase.com/company/yume
http://www.techcrunch.com/2007/07/06/video-ads-somebody-needs-to-solve-this-problem/
http://www.undertheradarblog.com/wp_blog.html?fb_2042860_anch=2648520
http://newteevee.com/2007/03/05/yume-launches-video-ad-network/
http://www.emarketer.com/Article.aspx?id=1004258
http://www.techcrunch.com/2007/05/11/youtube-video-advertising-no-pre-roll-no-context/
https://web2innovations.com/money/2008/02/09/blackarrow-took-12-million-to-tackle-the-video-advertising-relies-on-cable-companies/
http://venturebeat.com/2007/10/14/blackarrow-ad-management-for-modern-tv-unstealths-with-12m-financing/
http://adsense.blogspot.com/2006/05/introducing-video-ads.html
http://adwords.blogspot.com/2006/05/click-to-play-video-ads-for-adwords.html
http://adsense.blogspot.com/2007/05/adsense-coming-to-video-near-you.html
http://www.nytimes.com/2007/08/22/technology/22google.html
http://mashable.com/2007/08/21/youtube-reinvents-video-ads/
http://mashable.com/2007/05/11/youtube-ads-2/
http://www.forbes.com/2007/02/22/video-ads-youtube-tech-media-cx_lh_0223video.html
http://venturebeat.com/2006/11/08/skipping-the-ads-black-arrow-raises-1475m-to-defy-you/
http://www.khoslaventures.com/
http://www.accel.com/
http://www.bvcapital.com/

BlackArrow took $12 Million to tackle the video advertising, relies on cable companies

A couple of months ago BlackArrow has taken a big round of money – $12 million in Series B funding.

The company offers an advertising management platform for video, allowing web sites to monitor their inventory while enabling advertisers to insert ads on-the-fly. BlackArrow’s money for its Series B funding came from Comcast Interactive Capital, Cisco Systems, Intel Capital, Mayfield Fund, and Polaris Venture Partners.

The company wants to insert targeted ads into on-demand viewing by placing a piece of hardware between cable operators and consumers. Prior to the user watching an on-demand show, BlackArrow helps deliver a brief ad, tailored to the theme of the show and the user’s apparent preferences. For example, a teenage boy might be delivered an ad for an upcoming game like Halo 3.

While DVRs like the TiVo will still allow users to fast forward past advertising, BlackArrow will open up the field for cable companies to profit from acting as remote ad servers. BlackArrow will count on the cable companies to offer their own DVR technology. The advantage for the consumer is that one does not have to worry about buying or installing a DVR. A majority of viewers still haven’t anyway.

The company is known to have spent more than a year in stealth mode developing its product, and online sources originally suggested that the original aim of the company was to destroy the ad-skipping capabilities of the TiVo. It later turned out it is no longer the case, if it ever was.

The previous round is known to be $5 million, which has been taken back in 2006 and was led by Mayfield Fund. The company’s total funding should already be $17M. The company has offices in both locations San Mateo, CA and New York.

More about BlackArrow

We are independent advertising-technology company that provides multiplatform ad-management for viewer-controlled video.

We’ve seen the future, and the future is now for on-demand video programming with dynamic, personalized advertising. In the world of viewer-controlled video, where the consumer controls the play, pause, fast-forward and rewind buttons, BlackArrow provides the answer for a dynamic video ad-management that supports broadband, video-on-demand (VOD) and DVR playout.

One with the ability to reach the right audience with a laser-focused message — across any on-demand platform. And rapid-fire reporting to provide powerful “apples-to-apples” analytics across playout environments, helping you evaluate and optimize brand campaigns in entirely new ways.

BlackArrow is your partner on the path to multiplatform monetization. With the new world order of on-demand video comes a corresponding set of new advertising and revenue opportunities.

Management team

Dean Denhart: president and chief executive officer

Dean Denhart has extensive technology leadership expertise in telecom, media and technology-related industries across large, medium and start-up companies. Denhart has been directly involved in the acquisition and operation integration of over 18 technology companies with expertise in off-shore, joint ventures and partnerships. As president and CEO of BlackArrow, Denhart is responsible for all business operations, technology development, financial management, business development and governance of BlackArrow. Previously, Denhart oversaw the strategic development of product and technology at Knight Ridder Digital. Denhart was also CIO and executive vice president of product and technology for HomeStore, an online real estate marketing company. Prior, he served as vice president of AirTouch Communications’ software systems group, held a vice president of network systems role during a 17-year tenure with SBC Communications/Pacific Bell, was CIO of Telecel (a wireless company) in Portugal and was an integral research and development executive at Bell Communications Research.

Other management team members are as follows.

  • Sharon Mandell: senior vice president and chief technology officer
  • Tracy Martin: chief financial officer
  • Chris Hock: senior vice president, product management
  • Patrick Carter: vice president, operations
  • Courtenay Harry: vice president, advertising business development
  • Bill Niemeyer: chief of analysis and research
  • Kelly Ryan: vice president, content business development
  • David Stengle: vice president, distribution
  • Thérèse Bruno: senior director, marketing

The Investors

Cisco Systems, Inc.
Cisco Systems, Inc. (Nasdaq: CSCO) is the worldwide leader in networking for the Internet. Today, networks are an essential part of business, education, government and home communications, and Cisco Internet Protocol-based (IP) networking solutions are the foundation of these networks. Cisco hardware, software, and service offerings are used to create Internet solutions that allow individuals, companies, and countries to increase productivity, improve customer satisfaction and strengthen competitive advantage. The Cisco name has become synonymous with the Internet, as well as with the productivity improvements that Internet business solutions provide.

Comcast Interactive Capital
Comcast Interactive Capital (CIC) is a venture capital fund focused on broadband, enterprise and interactive technologies. CIC is affiliated with Comcast Corporation (Nasdaq: CMCSA), a diversified global leader in cable, broadband services, telecommunications and entertainment. CIC’s primary goal is to generate superior financial returns from private equity investments in early-stage technology companies. To achieve this goal, CIC works to foster the success of its portfolio companies by bringing to bear the unique resources, experience, and insight of both CIC and the Comcast family of companies.

Intel Capital
Intel Capital (Nasdaq: INTC), Intel’s global investment organization, makes equity investments in innovative technology start-ups and companies worldwide. Intel Capital invests in a broad range of companies offering hardware, software and services targeting enterprise, home, mobility, health, consumer Internet and semiconductor manufacturing. Since 1991, Intel Capital has invested more than US$6 billion in approximately 1,000 companies in more than 40 countries. In that timeframe, about 157 portfolio companies have gone public on various exchanges around the world and another 187 have been acquired by other companies. In 2006, Intel Capital invested about US$1.07 billion in 163 deals with approximately 60 percent of funds (excluding Clearwire) invested outside the United States.

About Mayfield Fund
Mayfield Fund provides “venture capital with impact” by partnering with exceptional individuals to create industry-leading companies. Mayfield has domain expertise in communications/wireless, consumer/media, enterprise software and semiconductors. The firm has over $2.7 billion under management and a team of eleven investing professionals. Since Mayfield’s founding in 1969, the firm has invested in more than 470 high-growth companies, taken more than 100 public and more than 150 have merged or were acquired.

Polaris Venture Partners
A national venture capital firm with over $3 billion under management, Polaris invests in seed, early stage and growth equity businesses in the technology, life science, digital media, enertech and consumer sectors. Through a philosophy of lead investing and active, long-term partnering with entrepreneurs and management teams, Polaris has helped a number of companies achieve outstanding success. Among them are: Accordant Health Services, Acusphere, Advanced Inhalation Research (AIR), Akamai Technologies, Allaire Corporation, Alnylam Pharmaceuticals, American Superconductor, Archivas, Aspect Medical Systems, Avici Systems, Centra Software, Classifieds2000, Cubist Pharmaceuticals, Cushcraft Corporation, deCODE genetics, Exchange.com, GlycoFi, Matrics, Momenta Pharmaceuticals, Paradigm Genetics, Powersoft, Solidworks, and TransForm Pharmaceuticals.

The Competition

Video advertising is promising to be huge opportunity online and the sector is extremely competitive with new players entering every couple of weeks. Venture capitals also do think the online video advertising holds the chances to be the next big thing on Internet to bring billions of revenues in and are pouring big money into start-ups with the hope they come up to the groundbreaking technology that might shake the sector and make them the huge ROI.   

No matter what standard for video ads the sector might adopt – pre-roll ads, post-roll ads or overlay ads, the undisputed leader remains Google’s YouTube with its huge number of eyeballs. That’s why the smaller players are focusing not on the reach but on different approaches and technologies to more effectively serve, track and measure these video ads. The video ads are in their infancy on Web and there is plenty of room for innovation and growth and all those small start-up companies hold their good chances for success.

Some companies, as we know them, include BrightRoll, XillianTV, YuMe, Podaddies, VMIX and MeeVee. BrightRoll video ad network itself has raises $5 Million while YuMe raised $9 Million for yet another video ad network. VMIX, yet another video network company has also raised a whopping amount of money $16.5M to expand its business.

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