New Hull-based digital TV advertising business goes global

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Bridging a huge gap in the market, Flomigo provides full screen, high quality and completely customisable video commercials.

Could Hull be home to the next Larry Page and Sergey Brin?

Brothers Andrew and Ash Lewis and their young team of internet specialists have created a new online advertising platform, Flomigo. www.flomigo.com

Bridging a huge gap in the market, Flomigo provides full screen, high quality and completely customisable video commercials.

Flomigo’s lightboxes play captive video content, which boasts approximately 80 times the click-through rate of a standard banner ad and commands a 50 per cent increase in engagement.

Combining the impact of TV commercials and the precision of targeted web advertising, Flomigo is set to replace traditional banner ads, which are becoming outdated and unprofitable, as consumers become wiser to advertising and expect more from their digital experience.

Disillusioned with banner ads, ex-programmer Ash set to work in classic internet entrepreneur style, building the new Flomigo concept in his spare time. Now full time as Flomigo’s managing director, Ash has unleashed his pioneering new model on the web.

Banner ads are old-school, people now get banner blindness as they have subconsciously trained themselves to ignore the top and sides of web pages where banner ads appear, said Ash, 19, a former Kelvin Hall School and Wyke College student.

I wanted to create a new platform which would add value and capture people’s attention, benefiting all parties: publishers, businesses and browsers.

Flomigo has negotiated access to thousands of key websites where advertising content is broadcast for their clients – these websites can be tailored by sector. When someone goes to one of these websites the video content will pop up and start playing as the website is loading.

The platform works through a pay per click format, which provides publisher websites with 75p each time an advert is clicked.

Ash’s brother and Flomigo marketing director, Andy, 24, a Kelvin Hall School and Hull College student, is the brawn behind the brand, focusing his energies on driving sales and awareness.

Flomigo, which is based in offices on the University of Hull’s campus, has been up and running since April and has a team of seven staff.

It may have a way to go to catch up Google, but the launch has already dramatically exceeded growth expectations. In their first trial, client webpage views were increased by 300 per cent.