Virool raises $12m to expand video distribution service


Virool, which distributes video for marketers to mobile and desktop devices, has raised $12m in a Series A funding round from Menlo Ventures, Yahoo! Japan, Flint Capital and 500 Startups. The investment builds on a previous $6.6m seed round in 2013.

Virool raises $12m in Series A funding



Alex Debelov, CEO, Virool, says:

alex debelov

“2016 is already proving to be a very big year for Virool. Our technology continues to push the limits of what’s possible for digital video as the market shifts advertising dollars from TV to digital in an emerging cross-screen world. With the support of Menlo Ventures, Flint Capital and 500 Startups, the additional funding will accelerate our North America, Latin America and Europe plans, and extend Virool into APAC with the strategic sense of Yahoo! Japan.”

The company, launched in 2012, now powers over 75,000 video campaigns for brands and agencies. In 2015, it launched InLine, which serves video across over 2,000 publishing properties on desktop and mobile web.

InLine lets advertisers and publishers buy and sell premium, outstream video ad formats across a range of platforms, including mobile web. Videos are user-initiated, which means they can be scrolled down from and skipped.

Sonja Kristiansen, Publisher Development, Virool, says:

sinka kristiansen

“InLine solves the riddle of video inventory on mobile web. With InLine, publishers are guaranteed best-in-class, VAST-compatible, desktop and mobile capabilities in one unified solution. We’re excited to support partners on both the supply and demand side with this exciting new ad format.”

Mobile video in particular is a significant growth market. According to eMarketer, a third of consumers now view videos on their mobile devices. The research firm also highlighted that mobile video ad spend was growing 47% in 2016, compared to just 17.5% on desktop.

Mobile video ad spend rising steeply this year

Screen shot 2016-04-06 at 10.43.03 AM


However, despite a strong focus on mobile devices, for now, marketers should not overlook desktops as another important ad channel.