Wednesday, September 14, 2011, 12:37 PM ET|Posted by Will RichmondStartup Tubifi has an ambitious agenda to dramatically reduce the cost of video advertising, without sacrificing quality. Founded by a group of CLIO and Emmy-winning executives and technology veterans, Tubifi envisions next-generation video advertising capitalizing on the abundance of stock video footage that eliminates the need to do custom video production that drives up cost. Co-founders John Belchers and Ian Brower explained the company's approach.
As John and Ian see it, video advertising is becoming table stakes for all reasonably sophisticated marketers. The problem is that traditional production models for TV spots are only suited to big companies with big budgets. For small-to-medium sized businesses in the $10-150 million revenue range looking to reach online/mobile audiences primarily, spending $300K-$400K on a single spot is prohibitive.