Ad Infuse gets $12m financing

Ad Infuse (a mobile advertising company) recently announced it has received $12m in funding, which came from a mixture of new and existing investors. The money will be used to further develop the adInMotion platform, which is capable of dynamically inserting (targeted) ads in to video content.

Ad Infuse is one of the newer mobile ad companies that is targeting “rich media” (which you could define as being more audio and video, than simple text and images) – as oppose to some of the ‘old guard’, that started with text/banner ads, predominantly on WAP portals.

Of course, and it’s a point I’ve raised before, will we the consumers mind having adverts in our videos? The ad-funded trend is something we’ve seen extensively on the internet, where an ad will be fixed to play before your main content, and cannot be circumvented – from that perspective it’s an advertisers dream. Now we are seeing the porting of this concept over to mobile – and even embraced by Operators – 3 in the UK notably utilised Rhythm New Media to dynamically insert ads in to ‘free’ content video streams – the kickback of not having to pay, being that you had to watch the ad.

Given that Mobile may previously have been an insignificant ‘3rd/4th screen’, but also that viewing habits have changed widely in even the last 2 years, are we going to see a rapid rise in ad-supported/subsidised content – and we will have a choice? Time will tell, surely.

[Via: MobileCrunch]