Content owners are looking beyond straight-up advertisements and product placements. One opportunity lies in the ability to immediately sell products seen in video content. To that end, startup Clikthrough has just raised $1 million for its interactive clickable video efforts.
Clikthrough is an interactive video platform that allows content owners to associate video with specific products and places and then push that content out. Clikthrough is not a destination site, does not have its own player, and says it can work with any third-party video publisher.
The company is starting off with music videos because they are short-form and drive a lot of traffic. Clikthrough has 39 music videos up on its site to showcase, for example, how it highlights the shirt Kelly Clarkson wears (or the hotel she’s in) so the viewer can learn more about it or purchase it.
Clikthrough can do this because when the record labels provide a music video, they also hand over a list of every item featured in that video. Clikthrough then pulls pictures and information from those product sites and associates them with the objects in the video on the back end before the videos are pushed out for distribution.
The company earns money by charging a set-up fee as well as a rev split for clicks generated for products featured, as well an affiliate fee for any purchases made. Additionally, because it knows what’s in a video down to the exact frame, Clikthrough will be able to serve up better targeted ads.
Music videos are a starting point for Clikthrough, which has relationships with Phonogenic/Sony Music, Universal Music and Slip N Slide Records. The company has some nice musical backers as well with this latest round of funding coming from investors like Swedish music producer/hit maker Max Martin and Nick Byrne, who was a member of the Irish band Westlife. Clikthrough does not have an official partnership with Vevo, the forthcoming video site from UMG and YouTube, yet. The company is looking to expand its technology to TV shows and movies.
Based in San Francisco, the 2-year old Clikthrough has four employees and has raised $2.1 million in funding to date.