Content marketing startup Convo Ink writes $1.5 million Seed round

Sydney content marketing engine Convo Ink has raised $1.5 million in Seed funding.

The round led by3C 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 funds to expand its content platform capabilities and further invest in the recently launched attention measure, the Quality Attention Score – an  algorithm that combines three core indexes for measurement; time in view, engagement and environment.

The funding will also accelerate their technology, which includes upcoming machine learning-based dynamic content optimisation. 

Launched in September last year by CEO Aaron Macarthur and CTO Adam Crampton, Convo Ink is a smart content marketing engine connecting 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 the investment allows them “to capitalise on growth opportunities with our partners who are telling us that content has never been more important in driving commercial growth” in the sponsored content sector.

“Over the past nine months we have seen the critical contribution that branded content has played in overall  campaign performance. Our proprietary attention analytics have been pivotal in providing actionable insights to our marketing, content and publishing partners and we’ve only just  scratched the surface in 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, the combination of content design with rich data sets to tell truly dynamic brand stories.” 

3C Principal Richard Gazal said the technology sector is an important growth area for the firm.

“We see a  revolutionary business in Convo Ink. This is a smart combination of product, tech and data that will shape advertising for the better,” he said.

“We are excited to be in partnership with Aaron and the Convo Ink team as we look to scale this platform around the world.”