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Bristol-based new media company Coull is revolutionising the way we buy online and setting new trends in interactive web video thanks to a second round of investment from the Plymouth-based Finance South West Growth Fund (managed by YFM Group), the London-based Creative Ventures Group and private investors.

Coull has developed ‘Coull Activate’, a toolkit that can make any web-viewed video interactive. The end result is that, at the click of a mouse, a browser can pause action, read detail about a product and ultimately purchase that product. It has also developed ‘Coull Engage’ which can transform a one-dimensional web advert into an interactive experience. Both products are designed to increase sales and brand awareness by engaging the viewer and encouraging them to spend more time on a website.

“Coull’s technology allows any video to be made interactive – activating objects to link to another site, product or service,” said Irfon Watkins, Coull CEO.

“This offers brands and content owners increased creative scope to incorporate advertising into online video content, in a way that directly engages consumer audiences, maximising the opportunity presented by the continued surge in consumer use of online video.”

The packages incorporate sophisticated evaluation tools so that the success of an ad campaign can be tracked and monitored from minute to minute. Coull’s enviable client list proves that interactive advertising is the future with Rolls Royce, Agent Provocateur, Universal Music and Boots now using Coull technology.

Coull has also attracted a new, highly regarded and experienced board member to market the new products. Gillian Kent joins Coull, as a Finance South West Non-Executive Director, from MSN UK, Microsoft’s own web portal, where she was MD. She is convinced that: “2008 is the year for online video and Coull’s easy-to-use products, combined with its long-held expertise in online video, position the company extremely well for success.”

Keith Masson, Finance South West Growth Fund Manager, says: “Coull is at the cutting edge of online advertising, which has exploded in popularity and is ripe for further development. Finance South West is pleased to be playing a part in the company’s current and future success.”