INside Performance Marketing
Coull builds on European success

Coull builds on European success

Coull is the market-leading Video Performance Network with over 2000 advertisers and a publisher reach of over 200m unique users per month.

The company’s network is aimed at the video advertising market. It drives revenue generation through firstly; engaging the customer, and secondly; product pull-through. Coull provides the network that has been missing to date, which directly links video content to commerce.

In contrast to Flash overlay ads which are in widespread use on video sharing networks such as YouTube and Vimeo, Coull's technology enables publishers and advertisers to easily tag individual products within videos and create immediate calls-to-action. The technology makes it easy to convert viewers to customers or pay-per-sale commissions.

Thanks to proprietary technology developed by Coull, anyone involved in affiliate marketing can convert any video into one that includes tracking-enabled click tags, in less than two minutes, said Irfon Watkins, Coull’s CEO.

Thanks to Coull’s breakthrough of making post video production editing simple, it now makes sense for advertisers and publishers to convert video assets into performance-based ad units.

The breakthrough success of European-based interactive video technology company, Coull, is spreading to North America, as Coull becomes known as the simple way to add product links to videos and distribute them on a paid for performance model.

Coull has opened an office in Santa Barbara, California with an initial team of seven but, with plans to grow, an office in New York will open in early 2011. US advertisers already launching with Coull include Michael Kors, eHarmony, eFax, Grockit and Paul Fredrick.

Scott Drayer, Director of Marketing at Paul Fredrick, said "Before Coull, our online pay-per-sale advertising for our tailored business clothing was limited to text links and banners.

We've always wanted to leverage our TV and video assets for online marketing. Showing how good Paul Fredrick styles look in motion helps to convey our commitment to quality to new potential customers.

With TV viewers now watching online videos, Coull's click-tag insertion ability is the perfect solution for us to pay online publishers for the sales they refer from our videos."

Example of Michael Kors Player

Coull’s proving ground in Europe included satisfying the demands of world-class advertisers such as Nike, Renault, Unilever and Agent Provocateur. Advertisers have been quick to adopt Coull’s technology; the viewer engagement increases by highlighting features and by making it possible to click through and buy products right from the video.

In order to support Coull’s rapid growth, Steve Brown, co-founder of buy.at, has joined the Board and will be supporting Coull’s CEO, Irfon Watkins.

Steve ran buy.at from its inception through to being a internationally respected affiliate network; he brings the experience of being involved in both operational issues and client service delivery. He was instrumental in buy.at, leading the way in balancing the needs of advertisers and publishers for mutual benefit - a balance that contributed to buy.at's rapid growth.

Steve brings this wealth of experience to Coull as it continues to be the market leader in performance video marketing.

Steve Brown said "Performance advertising is developing, it needs specialists focused on working with and serving the needs of advertisers, and the agencies that serve them. Coull fulfills this in the fast-growing sector of video performance marketing, and I'm pleased to have accepted an advisory role on the board to help shape it both in the UK and internationally."

Coull partners with all major Affiliate Networks.

About Coull

Coull is the market leading Video Performance Network with over 2000 advertisers and a publisher reach of over 200m unique users per month.

The company’s network is aimed at the video advertising market where it drives revenue generation through firstly; engaging the customer, and secondly; product pull-through. Coull provides the network that has been missing to date to directly link video content to commerce.

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Chris Johnson

Chris Johnson

Content Director for PerformanceIN. Based in Bristol & London.

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