UK Audience Technology Start-Up Affectv Secures £2 Million Funding

British audience technology and analytics start-up Affectv has announced it has completed Series A funding with a £2 million investment from Octopus Investments.

Affectv helps businesses boost their marketing efforts by analysing the audience and fine-tuning targeted advertising, making sure only the people actually interested in the product get the message.

The money will allow Affectv to increase sales, engineering and operations teams and expand across Europe and Asia.

You can read TechWeekEurope’s interview with Pravin Paratey, CTO at Affectv, here.

The importance of being social

Affectv calls itself Europe’s first audience targeting platform specifically engineered to understand social interaction. It processes terabytes of data from over 50 online platforms to understand how groups of people connect with different pieces of content. The company then allows advertisers to target potential new customers based on their in-depth social profile.

Affectv was awarded the title of the Most Disruptive UK Start-up 2011 by Smarta and 2012’s Young Start-up of the Year by Startups Awards. It is also part of part of Accelerate250, a list of the UK’s fastest growing companies.

“The audience targeting sector is splitting into two very distinct layers: those who deliver basic ad targeting with a single point solution are struggling to differentiate themselves in a crowded market. Companies like Affectv however are building powerful, scalable solutions based around the real-time advertising ecosystem, which are creating new marketing methodologies that are delivering real value,” said Glen Calvert, founder and CEO of Affectv.

“The team is impressive and has already proven the value of their technology in its ability to change the way companies approach online advertising,” added Frederic Lardieg, a member of the Ventures team at Octopus. “This, coupled with the innovative products that Affectv currently has in its pipeline, makes it a really exciting opportunity.”

Below, you can see an infographic based on research by Affectv:

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