It’s an established fact that the ‘dot com boom’ is experiencing a second-coming – and this time it is British expertise leading the charge in its inimitable sober fashion, despite the “hype” surrounding multi-million dollar new generation internet companies in the United States, says Anthony Rushton, co-founder of a relatively small British company that has made a massive impact in the red-hot online advertising sector inside of just three years.
Mr Rushton’s company, Telemetry, has a turnover of £24-million predicted for this year, and currently occupies a lofty position in Tower 42 (the former Natwest Tower) in London, while its presence is felt strongly in New York with offices on Broadway, and premises in Hong Kong in the pipeline.
“The United States is positively over the top with excitement,” says Mr Rushton. “Each week a new internet firm emerges with some or other great idea, attracting a massive valuation,” he said. He cited the example of Zynga, the company which has a virtual monopoly on games on social network sites, which has been valued at $9-billion.
“It all sounds fantastically exciting – but for once Britain is not merely observing the phenomenon, but in many respects leading the way,” said Mr Rushton, whose company has just had a prospective valuation which runs into hundreds of millions of US$).
His company, Telemetry, offers a vital one-of-a-kind auditing service for online video advertisers across the world. From a mere acorn in the wilds of the London suburbs the company’s three founders have nurtured their start-up company and grown a mighty British oak.
Currently they are assessing investment opportunities, will open offices in Asia this year and are about to embark on a huge recruitment drive.
Telemetry’s clarion call for transparency and truth in the controversial field of digital video advertising (DVA) has been heeded by the world’s biggest advertiser – the massive Reckitt Benckiser (RB) corporation which owns dozens of household brands such as Clearasil, Dettol and Nurofen.
Telemetry currently delivers, and uses its unique code-embedded system to accurately measure, the performance of RB’s online video advertising in 29 countries.
RB are not the only Telemetry clients who are reaping the rewards of a terrific return on their ad spend because of the company’s ability to independently audit and cross-verify DVA performance.
So vital is the company that a new term has been coined in the online ad industry – the “Telemetry Effect” is enabling advertisers to pour money into online video advertising.
“We’re the only firm on the planet able to deliver online video into any website in the world, and extract up to 500 verified key metric points per 20 second clip of video. Our data and actionable results save each advertiser tens of millions each year,” said Mr Rushton.
“I think we can be pretty proud of ourselves,” says Mr Rushton with a grin.
“We want to become the world’s first and only $1-billion online video business,” said Mr Rushton, who added that Telemetry has delivered in excess of $85-million worth of online video advertising over the past 12 months and has identified and rectified around 47%-worth of inefficiencies.
All in all this is no mean achievement for a company formed by three friends in a small flat. Initially producing online videos for the Internet, they won an Emmy Award for their pioneering work in interactive online video creation, and then directed their expertise and energy into developing the proto-type of the now sophisticated Telemetry Gateway delivery and verification system.
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