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Summary:

LiveRail, a company that originally offered a video ad marketplace and has since changed tack to license its video ad server, has raised $500,000 from Pond Venture Partners. The company also announced today the release of a new free product, called Junction, for publishers to manage […]

LiveRail, a company that originally offered a video ad marketplace and has since changed tack to license its video ad server, has raised $500,000 from Pond Venture Partners. The company also announced today the release of a new free product, called Junction, for publishers to manage their ad relationships, similar to FreeWheel and adap.tv.

If you’ll forgive the pat on the back, we did predict LiveRail’s original model wouldn’t work when we first wrote about it last July.

LiveRail’s model…to try to get publishers to upload videos to its platform and categorize them, and advertisers to submit their ads and categorize them, then match the two (see example embedded above) — is just totally wrong for the current market.

LiveRail shut down the marketplace at the end of last year, according to CEO Mark Trefgarne. Bandwidth bills were too high to justify it.

Junction is being offered for free as a promotional tool for potential customers to pay for the ad server, said Trefgarne. The company now counts Quartz interactive, thePlatform, and Twistage as beta customers.

LiveRail, which has now raised “just under $1 million” total, is based in San Francisco and has five employees.

  1. Sounds like an interesting idea. I think that currently FreeWheel’s offering is not probably at the same level as LiveRail’s Junction (I was in their offices last week) certainly in terms of tracking and analytics it has a very strong package. Only concern really is the scalability.

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  2. [...] is a very interesting development for LiveRail. Liz Gannes over at NewTeeVee reminds us that the initial line of business of the company has been drastically changed. At the very [...]

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  3. I think it is an interesting development for LiveRail and hopefully this one will prove to be working unlike the initial marketplace.

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  4. [...] from Pond Ventures. The raise brings the company’s total funding to about $1 million, according to NTV. The company previously sought to build an online video marketplace, but has since abandoned that [...]

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  5. [...] is a very interesting development for LiveRail. Liz Gannes over at NewTeeVee reminds us that the initial line of business of the company has been drastically changed. At the very [...]

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  6. [...] Had originally offered a video ad marketplace, new plan is to license its video ad server and offer free publisher tools for managing ad relationships. San [...]

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  7. [...] A little over a year ago, then London-based LiveRail launched its video ad network in beta. LiveRail offered video hosting to publishers and sold what it called “click-to-play” ads, which were text based ads that loaded below the Flash-based video player and played a video advertisement on click. Now, having relocated to San Francisco and raised just under a million dollars, the site is changing its direction. [...]

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  8. [...] A little over a year ago, then London-based LiveRail launched its video ad network in beta. LiveRail offered video hosting to publishers and sold what it called “click-to-play” ads, which were text based ads that loaded below the Flash-based video player and played a video advertisement on click. Now, having relocated to San Francisco and raised just under a million dollars, the site is changing its direction. [...]

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