Sydney content marketing startup Convo Ink raises $1.5 million

Chris Pash
By Chris Pash | 24 May 2022
Aaron Macarthur.

Australian content marketing engineConvo Ink has closed a $1.5 million seed funding round led by 3C and M2 Capital.

3C Capital is a UK-based private investment house led by Australian investor Richard Gazal. M2 Capital is a Sydney based private investment firm led by technology entrepreneur, Matthew Hunt.

Convo Ink, launched in Sydney in September 2021, connects marketers, content producers and publishers to deliver branded content to audiences with precision and at scale. Its content platform integrates with all major DSPs including DV360, The Trade Desk and Amobee.

The startup will use the new seed funds to expand the 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. 

Aaron Macarthur, CEO and cofounder of Convo Ink said: “The investment from 3C and M2 Capital allows Convo Ink to capitalise on growth opportunities with our partners who are telling us that content has never been more important in driving commercial growth.

"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.

“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.”

Richard Gazal, Principal at 3C: “The technology sector is an important growth area for us, so we jumped at the opportunity to partner with M2 Capital on this deal.

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

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