No sooner had we reported on a friendly Danish invasion of New York than we need to make another announcement: to all those business development managers (and others) with media jobs in the Big Apple’s online advertising sales market, watch out — the Russians are coming.
From Russia with verve
As with Falcon Social, however, this arrival will be a welcome new neighbor. Moscow-headquartered native video advertising platform Buzzoola Inc. has just opened a new office in NYC in the wake of a $2 million seed funding round. The startup’s move to the US is similarly motivated: Buzzoola has completed a series of successful video campaigns for a slew of clients in the Ukraine and Russia. But most are Fortune 500 companies and media agencies headquartered in the USA.
Expanding onto US turf with clients like that, as any savvy business development manager could tell you, makes eminent sense. The company is barely three years old (it launched in 2011) but it’s been around long enough to see the ongoing trend amongst advertisers to spend goodly swathes of their dollars on videos which people view on social media sites via their mobile devices.
Buzzoola is banking on this trend gathering momentum and it seems like a pretty solid gamble. Analysts at BIA/Kelsey recently forecast that this particular avenue for generating online advertising sales will have grown to 42 percent of the total social advertising spend (that’s $5 billion) by 2017.
The startup’s CEO, Natalia Solodukhova, said:
“The explosive growth in the native video advertising market has driven more and more brands to seek out tools that enable them to have a global reach. Establishing a presence in New York City just made sense given that Buzzoola’s biggest clients are headquartered here and we want to service their growing needs at both a local and global level.”
New US executive
To advance its US project, the company has hired Jane Roy as president of its North American operations. With 17 years of experience in managing marketing strategies and sales for a multitude of national brands and media agencies (amongst them Datran Media, Experian, Undertone and TRAFFIQ), Roy brings a very steady business hand to the helm.
Buzzoola’s technology enables instant video campaign deployment across a curated, brand-safe network of social games, mobile apps and sites.