Interactive video solutions provider Rapt Media announced on Tuesday that it has closed $3.1 million in venture financing, led by Boulder Ventures Ltd. The latest round brings Rapt’s total funding to $7.5 million.
Rapt Media offers an HTML5 platform that enables interactive videos play natively in browsers and across devices, including tablets and smartphones. The company will use the infusion of money to expand its presence in New York and Los Angeles, so it can better interface with brands, agencies, and production companies.
Rapt Media also announced the launch of its integration with marketing automation system Eloqua, which enables customers to monitor user interactions within an interactive video the same way they monitor how people travel through their website. The integration was beta tested with digital marketing agency Room 214 in their campaign for inContact’s Workforce-Intelligent Contact Center.
“Video is the fastest growing format in branding and advertising, and mobile is the fastest growing form factor in the consumption of content,” said Peter Roshko, general partner at Boulder Ventures Ltd., in a statement. “Rapt Media’s interactive video platform… has captured mindshare among leading consumer brands.”
Image screengrab from Rapt Media demo video.