San Francisco-based start-up Sharethrough has landed a $5 Million funding round, led by North Bridge Venture Partners and Floodgate. Sharethrough provides brands with a repeatable, scalable and transparent approach to distributing video content that guarantees viewership and maximizes shared engagement. Companies like Sony, xbox, Victoria’s Secret and LEGO use Sharethrough.
Also joining North Bridge Venture Partners and Floodgate are other prominent angel investors like Ron Conway, Ron Bouganim, Steve Blank and Raplaf CEO Auren Hoffman. Cali Tran has joined the company’s board of directors.
While advertisers create 15-30 seconds of compelling TV ads, they turn to Sharethrough for guaranteed viewership. Social video advertising is the best way to promote a product and encourage consumerism in this day and age, right? An early social video study about Sharethrough shows that shared views gets an average of 3 times more views than paid media because of consumers sharing behavior.
“The future of advertising is social, and social is all about sharing. We’ve shown time and again that shared video views are superior to traditional views because they fuel a much higher level of engagement with the content and the brand,” said Dan Greenberg, co-founder and CEO of Sharethrough.
“At Sharethrough, we respect creative and entertaining content, and we celebrate the amazing brands and agencies who produce it. The vision of this company is to enable that creative branded content to reach the audiences who will most appreciate it. Our customers recognize that creating great content is only part of the equation – the challenge is getting your content seen and shared. Before Sharethrough, this process too often relied on the ‘post and pray’ strategy. Now with Sharethrough as a distribution partner, brands and agencies can have confidence that audiences will watch and share the creative video content that they produce.”
Sharethrough relies on, and hopes to drive current trends around social video consumption. Making a viral video means a lot of things these days, and the more mainstream media gets involved with social networks, the more opportunities brands will find in incorporating campaigns in this regard. It’s been a long road for new and old media, and there’s no distinct end in sight.
Leveraging social media and tapping into the inherent value of sharing behavior is what Sharethrough is after. Measurements is a big part of this, so targeting can become a more relevant aspect of campaigns moving forward. We’re seeing a number of companies seeking ways to improve video delivery in a scalable manner, such as Juniper Networks’ addition of service solutions at the cloud level.
The company is managed by entrepreneurs experts in social commerce technology, video advertising, marketing, film and video content creation, and was founded by Dan Greenberg and Robert Fan.