Tremor Video, a video ad network, announced plans late last week that it intends to raise up to $86.3 million after it filed for its IPO (initial public offering). In the S1, it states, “We have developed strong relationships with brand advertisers and their agencies, who we believe view us as a strategic and trusted partner with a deep understanding of their industry-specific needs.” They weren’t lying. Stuart Smith, a UK blogger, spotted that Laura Desmond, CEO of Starcom Mediavest, was named on the S1 as a non-employee director.
Starcom are major customers at Tremor, although an agency of SMG’s size is in all likelihood a significant customer at most of the leading video ad networks. According to the S1, “In 2011, 2012 and the three months ended March 31, 2013, we derived 18.0%, 13.8% and 17.9%, respectively, of our [Tremor Media’s] revenue from brand advertisers represented by the Starcom MediaVest Group.” Mediapost also noted that AKQA and its former president and COO James Rossman is also a non-employee director. Finally, on the ad tech side of things, Tremor’s S1 also states that the company intends to evolve beyond being an ad network in a direction of ‘brand-focused, programmatic buying for online video advertising’.
Videology Raises $60 Million in Latest Round
Videology has announced that it has completed a $60 million Series D financing round led by Catalyst Investors. Current investors New Enterprise Associates (NEA), Valhalla Partners, and Comcast Ventures also participated, along with new investor Pinnacle Ventures.
Videology was founded in 2007 and operates in 12 countries and runs advertising campaigns for approximately 900 brands globally each year, which they say has resulted in a three-year CAGR of 190%. Videology say the new funds will be used to further develop its technology to ‘synthesize the power of TV marketing’ across all Internet-enabled devices.
Twitter Launches Second Screen Ad Service to Bolster TV Campaigns
Last week Twitter extended and relaunched ‘Twitter Amplify’, its partnership programme for broadcasters or indeed anyone streaming live content. Twitter Amplify partners will be able to embed short videos in their tweets to entice followers to tune in live.