Monetizing video content through relevant advertising
Hyper MP Group of Sydney, Australia established itself as consultants specializing in digital video advertising. The consulting practice formed the basis for the company’s product offering, a content delivery engine and player that aims to satisfy the divergent interests of video content viewers who don’t much care for advertising, video producers who want to be paid for their content, and advertisers seeking new way to reach consumers.
The patent-pending, universal media player layers advertising in the video stream. The company will target the low end of the market where video is among the fastest growing content types, but where publishers are least likely to have the means or know-how to integrate a monetization scheme into their rich digital content.
This experience team, the founders are serial entrepreneurs who have built previous companies to IPO, understands the dynamic tension among all parties in the video advertising game, and has build a delivery environment that lets video content owners monetize assets through advertising, while making the ads themselves unobtrusive to viewers.
The HyperMP solution manages this careful balance well, delivering in-video ads that are simple, interactive, targeted and relevant. The viewer, which is expected to be ready for commercial release by year’s end, supports a variety of video formats, integrates into existing ad servers. In fact, the company has done a proof of concept integration with the Google AdSense network.
The company hopes to raise AU$2M to support its move from consulting to product company and its growth projections - AU$23M by 2012 on an average CPM of AU$2.50 – seem strikingly conservative in a market eager to unlock the potential of video advertising.
