Follow the money

The amounts at play here are interesting. NowThis Media Raises Another $6M To Deliver Video News Stories In Less Than A Minute:

(T)he startup has become focused on “being a distributed media company and finding audiences where they live.” In other words, it’s less focused on drawing audiences to the NowThis mobile app and website, and more on finding viewers on social media.

Apparently the strategy is paying off — Mills said the company was seeing 1 million monthly video views as recently as early summer of this year, but it was up to 40 million monthly views in November. NowThis has also launched NowThis Studio, a division focused on branded content, and it acquired another startup, Cliptamatic.

That acquisition provided the foundation for a new platform called Switchboard, which is scheduled to launch early in 2015.

NowThis seems to work better in the app than in the browser, a good first step for social reach. I just watched four videos on it. Things move fast there. You get context, but not a complete story. There’s a fine idea there, and I’m looking forward to seeing how it matures.

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