Launchmetrics launches visual content platform and invests in AI
Launchmetrics' expansion into the visual content sector began in 2019 with the acquisition of Italian company IMAXtree. While the amount of the transaction was never revealed, the deal underscored the company's interest in strengthening its content propositions to improve the performance of the brands it works with. This strategy is now being taken one step further with the launch on Tuesday, July 19, of an innovative solution called 'Spotlight', a global content marketplace that will function as a creative bank to support "the creation of visual stories that fuel consumer interest."
One of the main objectives of the project is to reach out to smaller and emerging brands. "After the acquisition of DMR (last March), we realized that, among our 1,200 customers, 800 are companies with a turnover of between 2 and 50 million euros," said Launchmetrics CEO Michael Jais about the target audience of the new tool.
"Up until now, we've focused mostly on sophisticated strategies to attract large companies, but we've been thinking about what we could offer to smaller companies with smaller budgets. Spotlight should allow SMEs to better understand trends in order to refine their strategies," said the executive.
Concretely, the customers of the new platform will be able to more easily choose the media wherein to promote certain products or decide on the celebrities to whom to entrust their campaigns, for example. According to his explanations, the marketplace will keep features currently offered by Launchmetrics and will gather images from different collections, fashion shows, cosmetics or street style, among others. Emerging brands will also be able to make their own images available and the media will be able to select from the content that interests them.
Meanwhile, Launchmetrics will expand its core business: data.
"We will be able to identify which prototypes are the most in demand, fashion week trends, the most downloaded images by media and influencers or, from among those shared by brands, we will identify those with the highest engagement", continued the executive, emphasizing that the solution will make it possible to "evaluate engagement across the board" and to communicate "more relevant information on the subjects that interest companies the most."
Artificial intelligence to improve content creation
At the same time, the company also invested in the development of artificial intelligence technology for creative content analysis, intended to "optimize the performance of brands, media and content creators" by providing "insights" based on data that "improve content creation and consumer experience."
Again, the amount of the investment has not been disclosed. "Our idea is to be able to identify which images work and which ones don't in order to optimize creative investments," clarified Jais. This is performance data that is highly sought after by brands, as he explained in a recent interview with FashionNetwork.com.
This tool should therefore facilitate access and analysis of images and videos by segment, color, texture and background and even "delimit the most effective storytellings", which can range from a beauty routine tutorial to a video reviewing the performance of a cream.
"By determining whether they are adopting the right tone to address the right topics, brands will be able to improve their creative output and make the most appropriate investments," argued the CEO of the company founded in 2016 following the merger of Fashion GPS and Augure.
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