Oral care products maker Orabrush has spun off its online video marketing business Molio and raised $3 million in Series A funding for its launch. Greycroft Partners led the round with participation from True Ventures, Subtraction Capital, Advancit Capital and Peak Ventures.
SALT LAKE CITY (February 3, 2015) – Orabrush, Inc. today announced it has spun off its online video marketing business as an independent company to be known as Molio, Inc. Molio is a video marketing ad technology and branding company with proprietary software for ad placement on YouTube. It launches with $3 million in Series A funding led by Greycroft Partners with additional participation from True Ventures, Subtraction Capital, Advancit Capital and Peak Ventures.
Using its intelligent software platform and advertising service, Molio delivers the right content to the right target audience leveraging the Orabrush team’s expertise in online video marketing on YouTube. Molio’s video brand-building model, an extension of Orabrush’s YouTube “reverse marketing model,” has already produced two multi-million dollar online brands of its own with the Orabrush tongue cleaner and the Orapup dog breath brush.
“Molio is set to transform video marketing by enabling brand building and product launch qualification in a disruptive way,” said Dana Settle, co-founder and partner of Greycroft. “With its stellar management team and technology base, Molio is poised to become an industry leader in video marketing. We are excited for both new and established brands to benefit from Molio’s differentiated programmatic approach.”
Molio’s software creates multiple video variations and multiple targets for the video campaign. The Molio software determines the optimal audience who are most likely to view and convert and ensures those consumers get the right video variation served to them. Relying on a combination of advanced data analytics and programmatic advertising with highly optimized content and message delivery, Molio creates hyper-targeted campaigns that yield high levels of awareness, engagement and conversion to create and build brands online.
Molio Advertising Service
Molio’s integrated model drives predictable, sustainable results to build brands online. The model includes the following:
· Create or Modify Existing Content – Molio writes, produces and edits videos for the YouTube platform, and can also tweak existing content and customize it for YouTube.
· Video Optimization – Molio optimizes those videos on the YouTube platform through A/B testing and deep experience and insights.
· YouTube Advertising – Molio executes and scales hyper-targeted campaigns of optimized videos by placing advertising with the Molio software. Molio’s programmatic ad bidding delivers industry leading cost per view for qualified target audiences on YouTube.
“With Orabrush, we were one of the first companies to commercialize a consumer product on a global level exclusively with YouTube advertising. We have cultivated expertise on this platform that is second to none,” said Jeff Davis, CEO of Molio. “Molio marks the next step in our brand-building history by bringing new levels of integration of content and ad technology to video marketing at scale.”
Ten clients across a number of industry verticals are currently applying Molio’s model to their brands, including Wilson Golf Duo; Poo~Pourri, a Before-You-Go Toilet Spray; Strider Sports International, the leading manufacturer and marketer of no-pedal balance bikes; and MileIQ, a smart mileage tracking app. Watch Molio’s MileIQ video here.
“With Molio, we have been able to build our brand and identify and reach our target audience leveraging YouTube,” said Chuck Dietrich, founder and CEO of MileIQ. “As the number one performing finance app, our partnership has delivered impressive levels of awareness, engagement and conversion. Based on these highly successful results, we are excited to scale this campaign with Molio.”
For more information about Molio, please see the following:
· View a list of Molio’s brand building and product qualification services at: Molio Services
· View a video of partners that have leveraged Molio to build their brand at: Molio Video Reel
· Subscribe to Molio’s YouTube channel at: Molio YouTube Channel
About Molio, Inc.
Molio (www.molio.com) is a video marketing ad technology and branding company. Molio reaches audiences in a unique way, resulting in brands having more exposure and industry-leading results. Using an integrated approach that blends content creation, video optimization and media placement on YouTube with proprietary advertising software, Molio creates hyper-targeted campaigns that yield high levels of awareness, engagement and conversion to build brands online.
About Orabrush, Inc.
Orabrush, Inc. makes oral care products for humans and pets, including the Orabrush tongue cleaner (www.orabrush.com); the Orabrush tongue foam and LiquiGel; the Orapup dog breath brush (www.orapup.com); and Orapup Lickies flavors. Orabrush’s products are sold in 25 countries, 75 retailers and more than 30,000 retail stores globally. Orabrush is the No. 1 tongue cleaner in the world according to IRI data.