UK start-up Imagini, inventor of VisualDNA, has secured an additional $13.5 million in funding in its second round since the company started in 2006.
The additional investment comes from Horizon Ventures, NorthZone Ventures and Atomico.
In addition, Imagini has appointed Dermot Halpin, former President of Expedia Europe, as non-executive chairman and board director, effective immediately.
Prior to joining Imagini, Dermot was president of Expedia Inc. Europe, having joined the company in 2001.
According to Alex Willcock, Imagini founder and chief executive: “We are off to a strong start this year and we are thrilled that Dermot has agreed to help spearhead our ambitious growth plans.”
Halpin added: “I believe that Imagini’s technology cuts straight to the heart of the most important aspect of any communication today – understanding your target audience. And we do it in a way that is both fun and easy for people to use, and creates genuine competitive advantage for our customers. I believe the prospects for this company are outstanding.”
Imagini has developed completely unique technology that offers advertisers, publishers and agencies extremely detailed profiling information about their online target audiences.
By offering a series of picture-based quizzes to website users, Imagini’s VisualDNA product creates the opportunity for brands to connect with their customers in a completely new way. The bespoke quizzes can either run on a company’s website, or be embedded into flash, making them easy to distribute through online ad and affiliate networks.
To date, more than 15 million people around the world have taken a VisualDNA quiz. And eCommerce partners that have used VisualDNA as the basis for online marketing campaigns have benefited from up to 37% increases in average transaction values.
Imagini is currently developing a VisualDNA Plug-In that will allow any website publisher to create their own free online quiz, in order to enhance their site.#