READY, SET, SHOP: A New York company that works with fashion brands and publishing houses to make their video content shoppable today opened its technology solutions up to a broader audience.
Cinematique’s cloud-based Editor Platform had been in beta for the past six months, being tested by roughly 200 brands that included John Varvatos, Intermix, Vox Media, Harper’s Bazaar and V Magazine.
The technology solution comes at a time when more and more marketers seek to reach their audiences via video, where many consumers have now flocked.
The tool allows marketers and others the ability to add pins to anything worn or featured in a video — from a blouse or pants — to make it shoppable. The Editor also tracks data, helping companies see what points in a video viewers clicked the most or where missed opportunities for pins occurred.
The tools are sold in three packages, ranging from $100 to $500 a month.
The company, which has more than 20 employees at headquarters and two other offices in Los Angeles and Hong Kong, closed a $3.5 million seed round in November, bringing its total raised to date to $5.4 million.
Cinematique currently counts about 850 users, including Net-a-porter, Kate Spade, Stella McCartney, Diane Von Furstenberg and Stuart Weitzman. There is also a sizable roster of companies from the publishing and media worlds including Condé Nast, E! Entertainment and Refinery29.
The majority of the company’s clients are from the fashion industry, but that’s expected to become more diverse over the course of the coming year, according to cofounder and chief executive officer Randy Ross.
“We’re currently building relationships and will continue to do that into music videos, which is an easy play,” Ross said.
The company also sees opportunity in food and beverage, consumer electronics and eventually film and television, he added.