New York-based ad tech firm Eyeview, which recently raised $8.1 million in Series C, is the kind of company that art directors and account managers beavering away in online advertising agencies like. It lends a personalized touch to online videos, and unlike other personalized advertising technologies, its wizardry doesn’t rely on Flash banners and other overlays. Eyeview’s personalized targeting takes place seamlessly inside the video.
Personalization across all platforms
The company, which was co-founded in 2007 by Oren Harnevo (now its CEO), Tal Riesenfeld (now VP of Sales) and Cal Barnea (now CTO), is able to create multiple versions of the same video and then deliver the right versions to the right consumers based on its targeting. Although the targeting is grounded chiefly on location, it also includes other variables like time of day and even weather.
And it doesn’t stop there: Eyeview updates each of its personalized videos every time there’s new information to be added, like a pricing revision for example. It also delivers these videos across all screens.
Here’s Oren Harnevo explaining his brainchild’s versatility:
“In the cloud we’re creating hundreds of thousands of videos that you can then use in mobile, in connected TV, with no limitations. This is a real play for cross-platform, cross-stream personalization.
Onwards and upwards
At the time of its $5.2 million Series B round in January last year, Eyeview was just dipping its toe in the U.S. market (its R&D Center is based in Tel Aviv, Israel). Twenty months on, and it’s got some real giants on its roster, like Paramount, Toyota, Land Rover, Target and Lowe’s. And revenue skyrocketed between 2011 and 2012, expanding six-fold – a fete it looks set to repeat in 2013.
Harnevo says that the new funding will be plowed into extending Eyeview’s market so that it’s available throughout the U.S. and into developing the technology. The most recent round, which brings the firm’s total funding to a princely $19.4 million, was led by new investor Marker and included participation from existing funders Nauta Capital, Gemini Israel Funds and Lightspeed Venture Partners.
With Eyeview taking care of personalization, art directors can get on with simply creating the most exciting videos their imaginative talent can produce.