Blackberry leads $5M investment in mobile TV ads
Michelle Clancy ©RapidTVNews | 30-09-2011
If sniffing out opportunity means following the money, the rising importance of mobile and multiscreen strategies as smart devices proliferate was brought into focus with a $5 million Series A round of funding in multiscreen ad technology.
Led by the BlackBerry Partners Fund, the lucky company is mobile and over-the-top (OTT) ad mediation provider mDialog,
The investment will be used to expand mDialog's offerings across all mobile and connected devices such as the iPad and iPhone, as well as Android, Roku and other OTT platforms.
The proliferation of tablets and smartphones, as well as the continued adoption of over-the-top boxes and streaming video usage, has changed the game for television, according to John Albright, co-managing partner with the BlackBerry Partners Fund. "Consumers are no longer tied to one device and their programming will follow them everywhere," he noted. "Operators, programmers and video publishers all recognise the value a company like mDialog delivers in ushering in this next generation."
The mDialog Stream Mediation Platform enables addressable TV commercials across platforms with two flavours: the company can provide both a lean-back TV commercial experience identical to traditional linear broadcast TV, as well as a lean-forward interactive brand engagement experience on tablets, smartphones and OTT devices. That way, mDialog's clients can seamlessly insert targeted video advertising into live and on-demand TV programming regardless of endpoint.
"With the BlackBerry Partners Fund's commitment to mDialog, we can achieve our vision of enabling broadcasters and operators to deliver addressable TV commercials everywhere using their existing ad operations workflow," said mDialog pPresident and Founder Greg Philpott, in a statement. "This investment will help us expand our lead position in live and linear TV ad delivery with interactive addressable commercials on connected devices."