Coull, a provider of interactive online video publishing platforms, today announces that it has closed on a series B financing from Finance South West Growth Fund (managed by YFM Group), Creative Ventures Group, and private investors. 

With this investment, Coull today launches two products available to brands and content owners to create and manage interactive online video:

•Coull Engage is an online video advertising format, enabling unprecedented levels of interactivity and consumer engagement. Brand marketers and digital marketing agencies can easily create interactive video adverts, with Coull’s robust reporting tools allowing real-time campaign tracking, measurement and monitoring.

•Coull Activate is a web application that allows content owners to make any video content interactive – activating objects to link to other sites or additional product information. Content owners can use Coull Activate to monetise product placement; increase consumer dwell time; and control and monitor distribution across the web.

“Coull’s technology allows any video to be made interactive – activating objects to link to another site, product or service,” says Irfon Watkins, Coull CEO. “This offers brands and content owners increased creative scope to incorporate advertising into online video content, in a way that directly engages consumer audiences. Maximising the opportunity presented by the continued surge in consumer use of online video.”

“The financial investment will be used to accelerate further development of these products and to augment Coull’s sales and marketing programme.”

Gillian Kent, former MSN UK managing director and CEO of Propertyfinder.com, has been appointed to the Board of Directors at Coull. Gillian will aid establishing Coull as a premium online video advertising format within the digital marketing and publishing sectors. Creative Ventures Group founder Spyro Korsanos also joins the Board at Coull.

“These new appointments bring extensive experience to the Board as we embark upon rapid expansion” states Bernard Holcroft, Coull Chairman and Director of Rupert Hambro & Partners Ltd, Coull’s major share holder.

“2008 is the year for online video,” adds Gillian Kent. “Coull’s easy-to-use products, combined with their long held expertise in online video, positions them extremely well for success.”

Lycos has completed a trial of the Coull Engage interactive video advertising format in a media first for Boots and MediaCom.The Boots ‘Here Come The Girls’ TV ad was delivered on the Coull Engage platform across Lycos and its partner site About.com, with viewers able to interact with products during play.

“The results of the trial have been very impressive, with 29.3% of consumers interacting with the various products within the video and therefore taking user engagement with Brands to another level” says Fiona Smith, Agency Group Head at Lycos. “The Coull Engage format also drove five times the average play rate for a non auto play MPU ad.”

“Interactive video offers brands increased scope to engage directly with consumers,” says Irfon Watkins, Coull CEO. “The Lycos trial highlights the potential this offers to maximise the power of online video – driving deeper brand involvement, customer acquisition and sales.”

Renault and Nivea have now signed up for similar campaigns, following the success of the trial.Coull Engage is an online video advertising format, enabling unprecedented levels of interactivity and consumer engagement. Brand marketers and digital marketing agencies can easily create interactive video adverts, with Coull’s robust reporting tools allowing real-time campaign tracking, measurement and monitoring.