• by Erik Sass , February 16, 2007

An up-and-coming out-of-home interactive advertising firm, Reactrix, has raised $45 million in its third and final round of financing. Reactrix installs eye-catching place-based displays in which projected images react to the movements of passers-by, with the goal of engaging them in active participation in the advertisement. In 2006, Reactrix's network of place-based interactive displays grew to include 160 malls and theaters around the country. Advertisers include AOL, Clorox, Coca-Cola, DaimlerChrysler, DirecTV, Hilton, Sprint, and Visa.

Reactrix chairman and CEO Mike Ribero forecast more big moves in 2007: "Reactrix now has the financial resources it needs to continue the successful expansion of our uniquely engaging interactive media network in the U.S. and abroad. With revenues almost tripling in 2006, we look forward to similar growth in 2007 driven by our ever-expanding list of blue-chip advertisers." In addition to expanding the existing Reactrix network, the capital raised in the last round of financing will also be used to develop next-generation interactive display technologies.

Investors in the final round of financing included the D.E. Shaw Group, Menlo Ventures, Mobius Venture Capital, Thomas Weisel Venture Partners and Worldview Technology Partners.