Online advertising start-up, Azullo, has secured a 6-figure investment from Lancashire’s Rosebud Fund.

It follows a similar investment from the North West Fund 4 Digital & Creative in March last year.

The Lancaster-based company is behind Respond, an online advertising platform, which claims to improve the effectiveness of ad campaigns, by reducing “banner blindness” – the fact that many people ignore them.

Respond campaigns are integrated into the design of the website, whether that’s on a desktop, tablet or mobile device.

“Major online publishers are looking for ways to increase their advertising revenue whilst recognising that their readers are becoming more discerning in the way they view online content,” said Paul Taberner of Enterprise Ventures, which manages the Rosebud Fund.

“Respond helps them do this and offers a better advertising solution for all concerned – for publishers, advertisers and for consumers who are tired of having their browsing interrupted by intrusive adverts. It has the potential to become the platform of choice for the online publishing market.”

The Rosebud Fund is managed by Enterprise Ventures on behalf of Lancashire County Developments Ltd – the county council’s economic development company.