Helsinki's ThingLink Inks Deal With Discovery, TLC, and Animal Planet

    IndoorAtlas isn’t the only Finnish startup making noise at AdWeek. ThingLink, the rich media layer that goes on top of images, announces a deal with Discovery Communications that will take their technology to the web presence of The Discovery Channel, TLC, Animal Planet, Science, and others. CMO Neil Vineberg is quoted in the AdWeek blog saying that they’re currently working with ten of the top 50 Fortune 500 brands, and that ThingLink will be employed by 300,000 publishers by the end of the year.

    Take, for example, this following image on TLC’s website about home cleaning, which leads users to find more information oh how to dust and keep furniture, after hovering over the TLC button on that area. This additional layer on top of the image leads users to spend more time on TLC’s content, and allows Discovery Communications a richer way to monetize by also throwing in an ad about how to keep floors clean using Pledge, a floor cleaning product.

    ThingLink has clearly seen strong growth with international publishers, and is interesting to compare to Kiosked, another Finnish startup that is also adding rich buttons on top of images, but is working closer with brands in a strict e-commerce angle. This month Kiosked raised €5.2 million.