Orabrush has spun off its video marketing business Molio into a separate company. 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.
Molio will use the bulk of the funds to hire additional engineers to work on software and some hardware projects. Some monies will also go toward creative personnel in the production space.
Proprietary software for ad placement on YouTube supports the technology and branding services. The business is based on Molio's video brand-building model, an extension of Orabrush's reverse marketing model, which the company has used to produce two multimillion dollar online brands—Orabrush and Orapup.
Led by Orabrush CEO Jeff Davis and former Sony Online Entertainment exec Brent Rambo, chief technology officer, Molio aims to help emerging and established brands drive awareness and convert sales on YouTube and other video sites. Scott Wright also steps in as CFO. The company already works with brand partners IAMS, Wilson Staff, ghd, MileIQ, Strider and Kandoo.
Davis will remain CEO of Orabrush, but will also step into the role of CEO at Molio, leading about 20 employees to support the marketing-and-technology company. "We will run our products business independent from Molio," he said. "I brought in very capable consumer packaged goods folks to run Orabrush and Orapup."
The "one stop shop for video marketing" will use technology and marketing skills to help companies build brand awareness, optimize ecommerce, target by geography and identify target audiences.
Developed in-house, Molio’s software dynamically assembles and serves branded content to target audiences on YouTube and other distribution platforms. "We've been taking the long-form video from YouTube and testing it on Facebook, BrightRoll and other video platforms," Davis said. "We're doing a lot of work with our own brands on Facebook, because Facebook is making lots of progress."
Molio creates campaigns yielding high levels of awareness, engagement and conversion to build brands online by relying on a combination of advanced data analytics and programmatic advertising with optimized content and message delivery.
Molio's integrated service combines content creation, video optimization and advertising. Ten clients across several industries are applying the model to their brands, including 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.