categories

HOT TOPICS

Subscribe to our Feed

Deal Radar 2008: Mixpo

Posted on Thursday, Jul 10th 2008

Mixpo—a Seattle-based company—offers a platform to simplify the process of handling multimedia on the Internet. Aimed at small and medium business owners, the company concentrates on providing tools to simplify the task of modifying and posting ads online. Unlike other companies in the segment that are still concentrating on video sharing, Mixpo is focused on capitalizing on the online advertising market.

It provides tools that are powerful enough to appeal to ad networks, publishers and businesses that handle their own ads. Mixpo’s tools are paving the way towards making ads more interactive. Their tools let companies insert interactive components, such as a click-to-print coupon midway through a video ad. But it is the back-end tracking, analytics, and quality of ads and imagery that is of maximum interest. Mixpo lets advertisers monitor the effectiveness of their ads in real time and even provides geographical data, allowing advertisers to change their ads based on the response they generate at different spots.

Mixpo is increasingly concentrating on marketing agencies and lead generators who can resell the services to SMBs rather than attracting SMBs individually. Deals with ActiveRain, MCM and Realogics in April 2008 were a step in this direction. In April, the company appointed online advertising veteran Jeff Lanctot to its board of directors.

According to Kelsey, the online video ad market will increase from $10.9 million last year to $1.5 billion by the end of 2012. But Mixpo is not alone in wanting to capitalize the market and faces competition from Turnhere, SpotRunner, Yahoo and Google. SpotRunner is already taking giant strides in the market with the acquisitions of Webilistic and GlobeShooter. SpotRunner also has the advantage of being heavily funded. Mixpo raised $6.2 million in 2006 from Madrona Venture Partners, Working Opportunity Fund, Yaletown Venture Partners, Springbank TechVentures and private investors.

Mixpo is looking to expand its operations from the real estate segment to markets in travel, medical, legal and publishing. According to Seattlepi, Mixpo also plans to share revenue, which in some cases will be as much as half of the total revenue, with publishers, who set the ad prices. The article also mentions that Anupam Gupta, Mixpo’s CEO, is looking to raise more money.

My main concern with the company is its total addressable market (TAM). Intuitively, it feels low to me.

This segment is a part in the series : Deal Radar 2008


. MyStrands is MyChoice
. Kayak Consolidates Travel
. Trulia Can Consolidate Real Estate
. Girls Like Stardoll
. LinkedIn Should Roll-Up Jobs
. Zillow
. TheFind
. Wize Ranks Products
. Retrevo
. Piczo Picture Perfect
. Xanga Losing Steam?
. hi5 Going Strong
. Bill Me Later - Blessed by Amazon
. Takkle Tackling Socially
. Amie Street and the Twenty First Century Renaissance
. eHarmony Replacing Yenta
. Zappos Wants to be Amazon When it Grows Up
. Figleaves and Specialty e-Tail
. Twitter Gaining Momentum
. Tagged In Exit Freeze Danger Zone?
. Digg - Packaging news
. Facebook Woes Coming?
. PlayFirst Plays Casual Games Well
. Kosmix+Adify - Potential Google Challenger
. Travel Ad Network Executing Flawlessly
. Adap.tv Trying to Tackle the Video Ad Problem
. Groople, Interesting Use of Context
. Lucidera
. InsideView's Clever Maneuvering
. Seeking Alpha
. Adify's Market Taking Time to Develop
. Glam Media's Fashion Forays
. Federated Media Needs to Focus
. GigaOM
. TechCrunch
. Yelp
. Slide
. Elance
. oDesk
. SKS Microfinance
. TutorVista
. Seventymm
. Cleartrip
. Yatra
. MakeMyTrip
. Intacct
. Genius
. Xactly
. Jigsaw
. Comcast Buys Plaxo
. Encover
. PayCycle
. Bill.com
. Daptiv
. Inform
. PayScale
. Joost
. VideoEgg
. Mercado
. AKQA
. YuMe
. BitTorrent
. Geni
. Blurb
. Mimosa Systems
. Metaweb
. Brightcove
. Revver
. Cake Financial
. Mint
. Powerset
. UpTake
. PaidContent
. Mixpo
. Biz360
. Sabrix
. Coremetrics
. Revision3
. Care.com
. Appirio
. Metacafe
. Pandora
. Hulu
. Fabrik
. Flock
. Wetpaint
. ID Analytics
. Ning
. Telanetix
. Dimdim
. ON24
. Veodia
. Jive Software
. Realtime Worlds
. GirlSense
. LifeSize
. Grockit
. Playfish
. Nurien
. NTR Global
. AmberPoint
. Trion World Network
. PrimeSense
. Verticals onDemand
. Gaia Interactive
. PubMatic
. Mahalo
. Akoha
. Sportgenic
. IVT
. Turbine
. ImageSpan
. Entrepreneur Journeys
. Aggregate Knowledge
. Fliqz
. Elastra
. Challenge Games
. PivotLink
. iForem
. TopTenREVIEWS.com
. Operational Memory LLC,Raleigh, North Calorina
. FeedRoom
. GameDuell
. Fotolia
. EchoSign
. Mevio
. Local Marketers
. Baynote
. BlogHer
. Passenger
. Mobixell
. Wigix
. ExpertCEO
. Zyrion
. Archer Technologies
. SunRun
. NewsGator
. PermissionTV
. Creative Water Solutions
. Carbonetworks
. WiZiQ
. Regent , Frederick,Marryland
. ClickCare
. Studywiz Spark
. Saki Seat
. ShiftWise
. Neulio
. Revolabs

Hacker News
() Comments

Featured Videos