• by Gavin O'Malley  @mp_gavin, January 12, 2009

On the heels of new funding and an "authorized reseller" partnership with Google's AdWords service for video, One True Media has big plans for '09.

Indeed, One True Media--the parent company of online video ad creator SpotMixer--is now collecting data across multiple networks, from cable to online, through its growing channels of distributors.

"The partnership with Google is the cornerstone of the network, but we are in discussions for similar implementations with two other large networks," said John Love, co-founder and CEO of One True Media. "Over the next six months we'll be looking at placements and analyzing the data in great detail, but first we need to hire the right people to do that work."

That is where the Series B venture funding worth $9 million, announced last week, comes in. The money will also be used to beef up the company's marketing efforts, according to Kathleen Farley, vice president of marketing at One True Media. "We need to build on customer service campaigns, and also staff up on the marketing side," said Farley.

This latest funding found was led by DAG Ventures, along with NTT Finance, and existing investor Kleiner Perkins Caufield & Byers.

Clients have been able to distribute their ads through Google AdWords and Google's TV Ads service since last year.

Through the new deal, signed last week, Google now allows SpotMixer clients to directly distribute their ads using the search giant's ad platform, in addition to creating them online. Google has long recommended a variety of specialists to produce commercials, but they are now promoting the notion of do-it-yourself production through SpotMixer.

Going forward, SpotMixer is positioning itself as a simple, low-cost option for both creating and distributing TV commercials, as customers can now buy airtime on the various networks and shows where Google TV Ads offers inventory. "We've got the pieces in place to make some big client acquisitions," said Love.

Advertisers can upload their ad to the Google TV Ads program, select the dayparts, programs and channels on which they want their ad distributed, set a budget, and view tracking and measurement reports to analyze the performance of their ad once it runs.

In addition, SpotMixer allows customers to re-purpose components from radio or online video ads they have already created, and incorporate them into new TV spots. For example, audio from a previously created radio ad can be reused and modified into a TV ad by simply adding video, photography and text elements.