• by Gavin O'Malley , April 14, 2008

With all eyes on video targeting and monetization, technology provider Visible World has secured another $25 million in a series C round of financing.

Led by new investors Adams Street Partners and AllianceBernstein, Visible World will use the capital to support new demand following a year of strong growth and first-class partnerships.

"To hear Visible World's clients describe the efficiencies and capabilities that the company has brought to their businesses, and the associated impact on their advertising efforts, is powerful," said Jamie Kiggen, senior vice president of AllianceBernstein.

Existing investors Comcast Interactive Capital, Dawntreader Ventures, Grey Ventures, Leucadia National, Marketing Services Risk Surety, Time Warner and Viacom all participated fully in this latest funding round.

Since its founding in 2000, the New York-based Visible World has grown on the strength of its IntelliSpot system, which enables advertisers to simply and inexpensively create custom versions of TV commercials targeted to discrete cable viewers.

Early last year, the company--which has attracted investment from WPP, Comcast and Time Warner--branched out into the Internet with a Broadband & Wireless Division.

Soon after, DoubleClick tapped Visible World to launch Dynamic Video--a new feature for DoubleClick Rich Media ads, which combines interactive design, ad-serving and reporting capabilities with dynamically generated, customized video messages. The first client to test the Dynamic Video feature was laptop maker Lenovo.

Visible World's client roster now includes seven of the top 10 automotive companies, eight of the top 10 media companies, four of the top six cable and telecommunications companies, and various major national brands such as Lenovo, Sears, Kmart, and Wendy's.

Over 200 advertisers use Visible World's solution and tools to manage their campaigns and make real-time changes to offers, products, and creative content based on a variety of factors such as household profile, local geography, programming, time of day and weather.

In one instance, Visible World worked with Kmart on a dynamically customized national TV holiday ad campaign across MTV Networks' TV Land and Nick at Nite sites. Kmart, a division of Sears Holdings Co., used Visible World's automated trafficking functionality.