CreativeX Raises $25m for Creative Data Platform

In New York, creative data platform CreativeX has raised $25m in a Series B round of funding, which it will use to increase content coverage beyond social media to cover display, eCommerce and TV; and to launch new creative measurement capabilities.

CreativeX focuses on helping marketing and consumer insights teams define, measure and scale the creative element of marketing activities, and understand how it impacts on sales. The firm's creative data platform automatically analyzes all of a brand's in-flight and pre-flight image and video content to determine how that content compares with others in the industry, as well as the brand's own creative criteria. Using this data, CreativeX provides marketers with a view into everything ranging from creative quality to the representation of people in their ads.

New funding has been led by Guggenheim Investments, on behalf of 'certain clients', with participation from Beringea, the Brandtech group, and Conviction. The investment will also be used to help marketers export and merge creative data with their existing data lakes, and to invest in a data and research arm to accelerate research about creative effectiveness.

Anastasia Leng (pictured), founder and CEO of CreativeX, comments: 'Marketers are waking up and recognizing their creative for what it is: a major untapped competitive advantage to drive media efficiencies and long-term brand growth. CMOs are responding to the overwhelming research surrounding the impact of creative by launching Centers of Creative Excellence and rebuilding their insights and production capabilities to scale content production in a data-backed way.'

Web site: www.creativex.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.