OggiFinogi, an online advertising startup led by veterans of Amazon.com, Microsoft and Netegrity, has raised a $2 million round of financing from Greycroft Partners, iNovia, Contour Venture Partners and several angel investors. The Bellevue company is developing what it calls Real Time Rich Media offerings, essentially interactive promotions that make online display and video advertisements more compelling. For example, the company has been running a creative campaign for HBO's "True Blood" series which allows users to pull up a menu of associated video clips within the ad.

"We empower the interactivity within that ad," said Michael Rosen, a veteran of BabelGum, Bloomberg Media and WeatherBug who serves as president of OggiFinogi and is leading the company's New York operations. "Our unique Real Time Rich Media (system) allows you to interact with that ad -- more than just clicking through to a landing page."

Founded in 2008 by Michael Hyman and Olga Boreyko, OggiFinogi now employs about 20 people with the majority of the staff in Bellevue. Some of the funds from the latest round will be used to bolster the New York sales and marketing office, as well as add creative and engineering talent, Rosen said.

OggiFinogi has already landed an impressive list of more than 100 clients, including Bing, Best Buy, 3M and others. And Rosen said the campaigns are working, with a "dwell time" that exceeds more traditional display and video ads.

Competitors include companies such as PointRoll, Mediamind and Google's DoubleClick unit, which offers its own rich media service.

The company claims that its service is the only one of its kind that works with a real-time bidding system. It also says that the technology supports the demands of ad agency trading desks and exchanges.

"We built Oggifinogi to satisfy an important client need: the ability to quickly deliver high performing, dynamic, video-rich advertisements in a real time fashion, all with extensive analytics and optimization," said Hyman in the release. "We let clients achieve their brand vision without compromising creativity, performance, or placement thus taking their online advertisements to an entirely new level."

And what about the OggiFinogi name?

Rosen said that the name derives from two Italian words -- Oggi which means "today" and the slang term Finogi which translates to "finish what you start."