Name: 140Fire
Quick Pitch: 140Fire adds an interactive overlay to video ads to increase engagement and provide better analytics for ads that don't run on YouTube.
Genius Idea: Presenting viewers of video ads with simple choices is more likely to get them to notice and interact with the ad. The thinking is that if consumers have a choice, they will be more receptive to advertising. In some cases, the choice is which ad you want to see, a practice pioneered by Hulu. The ads can also run over pre-recorded video and allow viewers to comment or take a poll about the action. For instance, if someone was watching the Republican presidential debates, a sponsored poll might ask which candidate performed the best. The idea has attracted funding from Y Combinator and Mark Cuban, based on the premise that video ads that run outside of YouTube's network could use better analytics and more interactivity.
140Fire started in early 2010 by partnering with Twitter on a March Madness promotion called Tweetbracket, which provided a simple way to fill out your brackets online.
The company pivoted earlier this year to focus on video ads. The company which charges $14 for every 1,000 viewers, has attracted advertisers including Microsoft's Bing to the platform. Jason Wilk, founder of 140Fire, says that the company's straightforward idea works: "If you ask simple questions, 8-12% of people will answer."
140Fire isn't the only company out there that sees an opportunity in video ads outside of YouTube's network. Most notably, the company competes with Tremor Media, whose VidoHub technology also provides analytics and insight into how video ads are performing.