March 4th, 2015
TheMadVideo.com, a start-up that originated Madrid and is now headquartered in San Francisco, have announced the launch of their platform which they say adds value to video content by making any moment in a video taggable and shareable. The company has also announced a seed funding round of $500,000 which they say will be used to fund product development and partnerships.
The Mad Video’s technology say that in a beta test with El Corte Inglés, a Spanish retailer, the average viewer clicked on one or more video tags to learn more about a featured product, with a clickthrough rate to the “buy” button that almost doubled the industry average. Other beta participants included The Prado Museum in Madrid and the Iberia Division of Sony Pictures Television.
Koldo Garcia, The Mad Video CEO and co-founder, said. “Videos aren’t being optimized for shareability: although they usually contain multiple people, places and products and touch on an array of topics, meta tags apply to an entire video rather than specific parts. The Mad Video now makes videos so easy to tag, index and share that viewers can engage with content like never before and brands can grow their following.”
“The Mad Video’s platform has enabled us to pinpoint the moments in our videos that feature our products and tag them with links to the product pages, making it easy for viewers to not only see our products in context but also follow up on their interest and go directly to the point of sale,” said José Maria Fernandez Ortega, Internet Director for El Corte Inglés. “We believe that working with The Mad Video could make our video campaigns as highperforming as our photo marketing campaigns on Pinterest and Facebook.”