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August 24, 2007
Danish Attention-Metrics Startup Raises $2.7M And Plans For $10M Round
Copenhagen-based software startup iMotions Emotion Technology A/S, has attracted a couple of more business angels to a $2.7M round that also brought back most of its earlier backers, 95 percent to be exact. [via Tornado Insider].
The startup develops the software that lets users do something useful with data from an eye-tracking system - in this case they apply it to market research for advertisers and brands that want to test where a viewer's eyes go when looking at an ad or image as well as their 'emotional' response to it (we're not sure how that bit is measured).
It has raised a total of $3.7M and is growing its sales organization. It plans to raise a $10M to $15Mround in a year's time, it said in a statement.
i-Motions uses eye-tracking hardware from Swedish startup Tobii, which is another startup we follow.
The new investors are Mads Kjaer of Kjaer Group, and Casper Foghsgaard, an executive at a Danish biotech enzyme company Novozymes.
Early investors are InVenture Capital A/S, Kenneth Morse, of the MIT Entrepreneurship Center; marketing and PR man Andy Miller, of Miller Consulting Group; and Jørgen Thorball, a VP of bizdev at Novozymes A/S.
View - i-motions
(Read: our coverage of the first i-motions round ).
Posted on August 24, 2007 09:38 AM | Posted to Advertising | News And Updates | Permalink
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