The vision starts brewing. Coull’s founders want to make online video an interactive experience - to let you lean forward and engage with content that sparks your interest.
The Tech Landscape Makes Things Difficult
The lack of hi-speed internet in the mass market slows everything down
Wide variety of different video formats make it hard to create a tool that works consistently
Early Days For Online Advertising
Limited online advertiser budgets means the market isn’t ready for the vision
But Things Start Moving
Google buys YouTube in late 2006. It has 50 million users
Household internet speeds start to pick up
Coull takes first steps creating bespoke interactive video for big brands like Nike.
The tech wars are over. The new landscape is clear.
Video hosting/streaming battle won by YouTube
Video format war won by Flash
Product catalogues become available through centralised portals:
Alignment of technology means Coull can develop a platform for advertisers to create their own interactive online video on a self-serve basis.
Coull launches first Cost Per Click model for online video advertising. Advertisers only pay when a viewer engages with their video content.
Coull shortlisted for Best Use of Technology in Affiliate Marketing at Performance Marketing Awards.
Technology landscape shifts, triggering Coull’s new interactive video platform for publishers and bloggers
Technology proliferates and saturates
High levels of smartphone adoption. The introduction of tablets (iPad introduced April 2010)
Low-cost recording on handsets makes it easy to upload video to YouTube and embed on websites
Video Consumption Rates Continue to Rise
Video consumption rates are still on the rise
Applying Coull's Vision
Publisher/blogger platform launched: Import content from YouTube, add clickable buttons to buy products, and publish it on their blog. Publisher earns when viewer buys.
Data Driving Decisions
We start monitoring how people watch and engage with Coull videos. With multiple interactive elements in a video, we wanted to know who clicked where and how frequently? What part of our video experience was adding value and what was taking it away?
Online video consumption grows
YouTube hits 4bn views per day
Data Drives Change
Analysing our data shows that while Coull video viewers have the ability to click on a number of objects within a video, it’s the call to action (CTA) at the top of the video frame that drives 80% of clicks.
We remove everything but one CTA
Stats show viewers don’t want interactive. They want an easy option to take the next step in their journey. Content leads, presentation simplified.
April 2012 - Coull expands to the USA
Coull acquires Santa Barbara online marketing agency RevUpNet to expand operations into the USA.
October 2012 - Coull Vidlinkr
This enables people to monetize all of their video content in minutes by automatically adding a call to action linking the viewer directly to a relevant product or offer.
Shortlisted for Best Brand Engagement Campaign at the Performance Marketing Awards
April 2013 – Vidlinkr gets smarter
We perform multi-variant testing to put data behind our decisions.
August 2013 – The first branded Vidlink goes live
October 2013 – Growth
Seamlessly scaled our services to handle our growth rate of 22000% for 2013 (from Jan to Oct) whilst ensuring continuity of services.
Grown about 90% to 40 staff.
January 2014 – Coull Goes Programmatic
Integrated with leading programmatic platforms to enable delivery of contextual advertising at a global scale.
April 2014 – New ventures
RADAR goes live - allowing us to enrich ad requests with a variety of inventory-level data.
A new office in NYC is opened with a great team to back it!
Oct 2014 – Sure signs of success
Over 1 million ad requests per minute on RADAR.
Win SPARKies award for 'Totally Killing It Abroad'.
Nov 2014 - Growth
YTD Video inventory grew 8117%
YTD revenue grew 5353%
The Coull Team is up by 9 people this year, with a major recruitment drive in process for 2015.
What does 2015 hold for us?
- Development and U.S teams to double in size.
- In-app SDK that delivers linear and non-linear advertising against in-app video content.
- A fully platform-agnostic video advertising solution for media partners.