We are finally seeing the time when advertisers are beginning to realize that placing a banner ad into someone’s line of vision isn’t getting results. Every year companies pump money into a different advertising company, hoping that a targeted approach will help them bring in some new customers. This causes them to create numerous relationships across different advertising companies while trying to convey a coherent message across platforms.
This separation is a problem, and Integrate wants to be a one-stop-shop that fulfills all of a company’s advertising needs. CEO Jeremy Bloom says that there are two areas that are key to advertising: the method or which type of advertising you choose to run, and the performance. Integrate has been built to cover both areas.
Instead of specializing strictly in mobile advertising like, say, Burstly, Integrate offers a cohesive package that not only spreads advertising across multiple mediums — think Web, mobile, radio — but also keep track of what customers are doing after they view an advertisement. To bring their product to more companies, Integrate has raised $11 million in a funding round led by Comcast Ventures, joined by Liberty Global and the Foundry Group.
Integrate has grown quickly over the past two years. The company began with the two co-founders and is now currently a team of 152 people, a team that will continue to grow with the company’s funding. The new hires will be tasked with improving Integrate’s technology as the company increases its presence in San Francisco and New York.
As advertising matures and catches up to the way that we are using our technology, companies like Integrate are going to become more and more valuable. It’s no longer about getting your product in front of as many people as possible. It’s about using that information and learning from it. CampusLive is showing this with their “engagements” model and before long more companies are going to value the information that a company like Integrate can gather after an advertisement has been viewed.
If CampusLive is proof that a company can produce compelling content and gain its users’ trust to rely on more than just plain banner ads, Integrate is the company that can tell users whether or not that model will work for them as well.
Advertising is being changed from both ends. On one side you have companies that realize that there are better ways to get people to act on a company’s message, and on the other you have companies that are embracing technology and making it easier than ever to see what kind of impact that message has made.