Brand performance cloud engineer Launchmetrics has announced its acquisition of IMAXtree, a visual content creator and distributor for the fashion and beauty industries. The procurement of IMAXtree marks Launchmetrics’ first acquisition since its $50 million fundraising in 2018 and will expand the brand performance cloud and its capabilities.
Today, about 60% of marketing budgets are allocated to content creation, distribution and promotion, with creative content driving more value than e-commerce content. New, younger customers are being reached and influenced by timely, memorable content delivered by influencers.
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The acquisition will allow Launchmetrics and IMAXtree to launch a solution designed to measure the performance of digital assets from conception to amplification.
Taking capabilities from both companies, the acquisition will allow users to deliver content to IMAXtree’s network of publishers, as well as provide data insights to help brands know what content strategies are most effective. The combination of IMAXtree’s creative resources with Launchmetrics data and technology will provide brands with tools to create, track and evaluate campaigns.
“At Launchmetrics, we are empowering companies to build the right content and experiences so they can increase their brand momentum and improve performance,” said Launchmetrics CEO Michael Jais. “IMAXtree will enhance our Brand Performance Cloud to provide unique assets, tools, and high-touch professional services to our clients,”
Jais continued, “Today, we help brands not only efficiently manage internal processes but bring prescriptive insights to create powerful cross-Voice strategies. By applying our proprietary Media Impact ValueTM metric, among other data capabilities, in a visual context, brands will be empowered to measure which experiences perform best and gain insights as to what content most resonates with their consumers, impacting their bottom line.”
“For over 20 years, IMAXtree has been the leading content creator and distributor in the Fashion & Beauty industries,” said IMAXtree’s CEO, Andrea Oreni. “Now— in the digital era— more than ever, content is a key element in reaching modern consumers and with creative content driving 5 times more value than e-commerce content, having the right assets is even more important. Today, IMAXtree covers 25 fashion weeks worldwide and has a digital asset library of over 4M photos & 4,000 videos as well as a client list of over 2,000 publishers.”
