NBIF-Backed Flixel Photos Featured by Enterpreneur Magazine

By Neil Parmar – Entrepreneur Magazine | link to original article

If a picture is worth a thousand words, how much might a cinemagraph – or a « living picture » – be worth?

One tech-driven creative agency is attempting to find out.

Known for its growing collection of Flixel-branded apps, which photographers use to mix a bit of motion into what would otherwise be a still photograph, Flixel Photos has quietly grown into a consultancy for brands and ad agencies – and it's now gunning for a growing share of the $42 billion interactive advertising market, which includes both online and digital real estate. Already, the company has helped create some visually unique campaigns, including a web commercial that showcased a spinning pinwheel and a fluttering dress for Macy's Marilyn Monroe Collection. Another campaign highlighted a new Panasonic camera that appeared to snap a picture of a goldfish swimming in a bowl of water.

Indeed, around the same time consumers began flocking to the company's first free app, they also had the option of turning to competing programs such as Microsoft's Cliplets and the Nokia Cinemagraph. But Flixel Photos rolled the dice on a pricier suite of professional versions that featured more powerful tools with support for higher quality resolutions, such as 4K, ultra high definition devices, such as televisions. One of its latest editions – which retails for a steep $99.99 – topped the Mac App Store's photography category in nearly 80 countries, won Apple's prestigious design award and generated $250,000 during its first quarter on sale earlier this year.

Demand for Flixel Photos' cinemagraphs has grown, in part, as more brands search for creative ways to maintain the gaze of viewers in the growing digital ad space. According to one of Flixel's tests, cinemagraphs produced 5.6 times as many click-throughs as online banner ads. Other tests from Flixel have found that people look longer at cinemagraphs than other kinds of images, like still pictures on Instagram, which could help consumers recall a brand’s name or image better than traditional ads – a point that intrigues some in media and technology sectors.

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