Case Studies

On2 Technologies

Project Type: Marketing and Public Relations

Location: Finland/U.S.

Services: market analysis; brand positioning & messaging; marketing and public relations execution

Executive Summary

CPTM met with On2 Technologies executives to craft a brand positioning strategy that would address the company’s legacy video streaming technology and its recently-acquired mobile IC development company, Hantro Ltd.

Brand Positioning

CPTM crafted brand messaging that elevated On2’s story beyond traditional desktop streaming into mobile video, creating a true multi-platform positioning for the company.


CPTM crafted a long-term marketing and public relations plan that yielded strong global results for the company, and positioned its Hantro division as a leading provider of mobile video solutions. CPTM capitalized on the company’s future vision of bandwidth-saving, high-resolution HD video streaming software, and leveraged the “big video, small files” message to convey a unique solution for large-scale video outlets. The company was sold to Google in 2010.