Sydney’s content marketing engine, Convo Ink, has raised $1.5 million in Seed funding.
The round was led by 3C Capital, a UK-based private investment house led by Australian investor Richard Gazal, and Sydney-based private investment firm M2 Capital, led by tech entrepreneur Matthew Hunt.
The startup will use the money to expand the content platform’s capabilities and further invest in its recently launched attention metric, the Quality Attention Score – an algorithm that combines three core indices for measurement; time in sight, involvement and environment.
The funding will also accelerate their technology, including upcoming machine learning-based dynamic content optimization.
Launched last September by CEO Aaron Macarthur and CTO Adam Crampton, Convo Ink is a smart content marketing engine that connects marketers, content producers and publishers to deliver branded content to audiences at scale. It integrates with all major DSPs (demand-side platform), including DV360, The Trade Desk, and Amobee.
Macarthur said that the investments allow them to “capture growth opportunities with our partners who tell us content has never been more important in driving commercial growth” in the sponsored content industry.
“Over the past nine months, we’ve seen the critical contribution brand content has made to overall campaign performance. Our proprietary attentional analytics have been instrumental in providing actionable insights to our marketing, content and publishing partners, and we’ve only just scratched the surface by applying this capability,” he said.
“The combination of our content marketing platform, with live attention analytics, has the potential to rewrite the book on content campaigns in the future. This is one of the most exciting areas in content technology, combining content design with rich data sets to tell truly dynamic brand stories.”
3C CEO Richard Gazal said the technology sector is a key growth area for the company.
“We see a revolutionary company in Convo Ink. This is a smart combination of product, technology and data that will shape the advertising for the better,” he said.
“We are excited to partner with Aaron and the Convo Ink team as we scale this platform around the world.”