US-based video e-commerce company Joyus raised $24m yesterday in a series C round featuring Time Warner Investments, the corporate venturing unit of media corporation Time Warner.
The round was co-led by investment firm Marker and Steamboat Ventures, a venture capital firm affiliated with entertainment company Walt Disney, and also included Accel Partners and InterWest.
Joyus creates video content for products of more than 500 brands, targeting a female demographic that can directly respond to each video in order to buy the featured product.
The videos are distributed through Joyus’ own network, as well as through a range of partners including publishing company Hearst, mobile network operator Verizon and media corporation AOL.
The company intends to use the series C funding to expand its product, engineering and distribution teams.
Joyus has raised approximately $43.9m in total, including $11.5m in a 2013 series B round featuring Time Warner, InterWest, Accel and VC firm Harrison Metal. Accel and Harrison previously co-led a $7.9m series A round in May 2011 that also included several angel investors.