Banner ad co BannerPlay raises $150,000 from former Reuters CEO

BannerPlay, which has raised $800,000-$850,000 from angel investors, offers hundreds of banner formats as a DIY tool for users.

Former Thomson Reuters CEO Tom Glocer has invested $100,000-150,000 in Israeli interactive banner advertising company BannerPlay Ltd. The investment brings the total investment in the company to $800,000-$850,000, from angel investors.

BannerPlay CEO Rafi Ton and CTO Yoav Gidron founded the company in 2012. It offers hundreds of banner formats as a DIY tool for users. Users pick a format, design the message, and run the banner via the company's advertising network, which is connected to hundreds of websites. The banners offer interactive options, such as video, a Facebook link, a calories counter, or leads. A small advertiser can make big savings on advertising design and development.

BannerPlay's business model is based on a per-click model on the banners. The company also makes its banner design platform available for designers and programmers, who can offer their own designs and share in the profits on the basis of clicks at a rate of $0.01-0.10 per click.

Glocer said, "What I found compelling about BannerPlay was first and foremost the entrepreneurs themselves. My first screen/decision is always: 'Do I believe the team has the leadership, technical skill and commercial smarts to execute on the plan and the agility to modify the plan as unforeseen obstacles present themselves?' On this score I was very impressed with Rafi, Yoad and team.

"Second, I look to the size of the potential market and the scalability of the technology and business model. Here again I was impressed with the authoring system to embed executables in ad banners, starting with the initial target of online games, but extending well beyond to videos, real-time updating information and e-commerce enablement. Finally, I have confidence that the traction that BannerPlay has already achieved in Israel can be replicated in larger markets such as the US. In particular, I believe BannerPlay has a big opportunity to server the small and medium size (SME) business which is currently not well addressed by existing solutions."

Published by Globes [online], Israel business news - - on February 27, 2013

© Copyright of Globes Publisher Itonut (1983) Ltd. 2013

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