Women’s lifestyle digital content company PureWow is aiming to expand deeply into video, as well bolster its work in mobile this year, says Ryan Harwood, CEO of PureWow, in this interview with Beet.TV. Thanks to a recent venture round, PureWow is investing in its mobile infrastructure as well as video content and data science. With more than 60% of traffic coming from mobile, it’s critical to ensure the platform is sound.

PureWow recently raised $2.5 million in seed funding from a group of prestige investors that includes venture firms Bob Pittman’s Pilot Group, Gary Vaynerchuk’s VaynerRSE, Great Oaks Venture Capital as well as Whoopi Goldberg. “They took notice that we were on the forefront of this intersection between branded content and native ads,” Harwood tells us. The funding will help to scale PureWow across video, mobile, social, email, and will also be used to expand into new verticals and to invest in product and marketing.  Using more data is also critical. “We are hiring data scientists so we can make swift decisions,” he says.

Video advertisers have included Cartier, Silk Milk and L’Oreal.

For more insight into the mission and focus of the company, as well as the raison d’être for starting up, check out this video interview.

Harwood and the PureWow team will host a reception for Beet.TV’s Media Revolutionaries series at Cannes Lions along with Microsoft and Xaxis.

We interviewed Harwood as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull. Please visit this page for additional segments.