As you may have seen on TechCrunch, we recently closed a second round of funding to finance growth of our leading product, Respond. The investment came from a consortium led by the North West Fund 4 Digital & Creative, managed by AXM Venture Capital Limited.
We launched Respond in late 2010 to solve the problem of ‘banner blindness’ – eye-tracking research shows most people ignore online ads.
Respond works by matching call-to-action buttons to relevant content across a network of websites. The Respond algorithm uses context, location and device to match target people at the right time and place. Someone reading an article about a weekend in New York might see a button that says ‘Book flights from London’.
Publishers using Respond include Trinity Mirror plc and Future plc, in addition to thousands of niche websites and blogs. Advertisers running Respond campaigns include Netflix, Microsoft and BSkyB.
We created Respond to solve the growing problem of ‘banner blindness’. The Respond call to action button is ten times smaller than a banner ad, but has a ten times better response. This means more revenue for publishers, more conversions for advertisers, and no more interruptive ads for consumers.
Azullo, the company behind Respond, was founded in 2009 by Guy Cookson and Andrew Dobson. The consortium of second-round investors includes the North West Fund 4 Digital & Creative, John Lyon, Joel Rosenblatt and Chris Frost. For biographies see our team page.