FORA.tv Raises $4 Million Round from Hearst, Adobe, Others

By on 05/07/2008 8:44 AM @beet_tv

FORA.tv, referred by TechCrunch as the "C-SPAN of the Web," has closed a Series A round of venture funding with $4 million from William Randolph Hearst III, Adobe Ventures and other investors.  Hearst and Adobe were investors in the original $2 million seed round. 

The San Francisco start-up organizes videos of symposiums and conferences from think tanks, universities and other institutions. The clips are organized on the site around various topics and channels.  The site was just redesigned to allow a greater degree of personalization.

William Randolph Hearst III, a Kleiner Perkins affiliated partner and now a private investor, told Beet.TV:

"FORA’s financing is a vote of confidence for the
company. It will make it possible to aggregate much more public commentary from
all points of the spectrum. FORA’s new 2.0 release software adds features that
let sponsors add their own searchable content to the video archive. It’s very
cool."

Mr. Hearst’s investment is private and not related to Kleiner or the Hearst Corp.

Brian Gruber, founder and CEO of FORA.tv and a former head of marketing for C-SPAN, told me that proceeds of the funding would be used to expand audience and content. 

While traffic to the site is modest, the audience is highly educated and influential.  Big corporations seeking visibility are buying sponsorships on the site.  Present sponsors include Pfizer and Chevron.  Brian says that this small but desirable audience will command high ad dollars, similar to the leverage of the Economist.

Intelligent programming is finding a place on Web.  The most successful in terms of traffic is TED Talks.  A notable newcomer is BigThink.  The big daddy of them all, with some 4000 hours of  content, is Charlie Rose. This summer Rose will unveil a redesigned site which will make the clips much more sharable.

I have reposted my interview with Brian from last year.

– Andy Plesser

Recent Videos
image
Hulu’s Naylor: Majority of Views Now in the Living Room

FOR LAUDERDALE –  Hulu, the popular entertainment video portal,  is seeing a majority of its views coming via devices that connect to the television, says Peter Naylor, SVP of Advertising Sales, in this interview with Beet.TV He says that some 60% of viewers are now consuming content in their living ...

image
A Wonderful, Unexpected Run/Walk to Fight Cancer with Tracey Scheppach and David Moore

FORT LAUDERDALE –  Cancer has touched so many of us — and sometimes it hits very close to home.  Such is the case for SMG’s EVP Tracey Scheppach whose son Ryan, 9, is battling leukemia.  His official diagnosis is High Risk Pre-B ALL (Acute Lymphoblastic Leukemia).   Tracey has taken to ...

image
The Transformation of Television Advertising via Addressable is Inevitable, Videology’s Castree

FORT LAUDERDALE — It’s going to be gigantic when all the technology is in place – but why let the future get in the way of disrupting the present? “At end of 2015, we’ll be lucky if 3% of the total video universe is transacted programmatically,” ad tech firm Videology ...

image
Deduplicate Audiences With Cross-Media Planning: Nielsen’s Hohman

FORT LAUDERDALE — If you advertise to reach an audience demographic in online video and in TV, you may think you have maximised your reach – but, if some viewers saw your ad in both media, have you overpaid? Nielsen agency solutions MD David Hohman says new measurement tools like his own ...

Screen Shot 2015-01-30 at 12.28.37 PM
Full Ad Viewability Comes With A Price: Google’s Hong

FORT LAUDERDALE — So you’re an advertiser and you only want to pay for ads that humans can actually see? Be careful what you wish for – today, that may be like cutting off your nose to spite your face. “They believe they should have always been paying for the viewable ...

image
MEC’s Shenan Reed: Programmatic Need Demystifying

FORT LAUDERDALE – Programmatic buying is a more automated process, but that doesn’t mean it’s less expensive, says Shenan Reed, President of Digital North America at MEC, at the Beet.TV executive retreat this past weekend. However, that is a popular misconception among some brands. ...

michael glantz revised
Simulmedia’s Glantz: We are Measuring Business Outcome from TV Ads

FORT LAUDERDALE – Advertising technology company Simulmedia is aiming to link business outcomes to TV ads, says Michael Glantz, Manager of Business Development at Simulmedia at the Beet.TV executive retreat this past weekend. TV ads have been measured traditionally on reach and frequency, but layering ...

image
Xaxis and the Wharton Future of Advertising Program Join Beet.TV for Video Series of Industry Influencers

Beet.TV has begun production of a 50-part series of personal interviews with noted advertising and media luminaries. These will be short videos of individuals who have impacted the course of the industry. Titled the “Media Revolutionaries,” the series is being co-produced with WPP’s Xaxis ...

image
It’s Basic: Better Ad Viewability Drives Better Sales: comScore’s Fulgoni

FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved ...

image
Content Indexing As Important As Traditional Data Collection: Veenome CEO

LAS VEGAS – The content that a viewer chooses to watch may be just as, if not more, important for targeting as traditional demographic data collected about said viewer, says Kevin Lenane, founder and CEO of Veenome. This concept, which Veenome focuses on, is termed the “viewing moment.” By ...

Screen Shot 2015-01-28 at 11.59.12 AM
AOL is Linking Content and Audience, Martinez explains

FORT LAUDERDALE – One of AOL’s goals these days is to help guide ad partners through the complexity of today’s digital marketplace, says Marta Martinez, Global Head of Video Sales, AOL Inc., at the Beet.TV executive retreat this past weekend. “A lot of my role is education and ...

image
Mediaocean Pursues Convergence Tools in 2015

FORT LAUDERDALE –  Media agency software giant Mediaocean has its sights set on convergence tools in 2015, says Cordie DePascale, VP Product & Partner Solutions at Mediaocean, at the Beet.TV executive retreat this past weekend. The company recently struck a partnership with Videology to integrate ...

loader