Business POV

Quite possibly. The Mountain View, Calif.-based company has developed a unique (and still in development) interface that allows viewers to click on various images — a car, a tie, a wristwatch, an actor — in a video segment to get more information about that specific product or person. It's a branding approach that monetizes the video itself, as opposed to the space surrounding or preceding the video. It's also highly user-driven: viewers only click on the things that interest them. The beta version is launching in three weeks. We caught up with cofounder Bismarck Lepe at Digital Day at Leo Burnett.

As for the name of the company: Ooyala means "cradle" in Teluga, an Eastern Indian dialect. (As in: "cradle of innovation and cradle of creation" said Lepe).