When I last wrote about Knotch, the company had just patented its color-based feedback system that helps advertisers measure the effectiveness of their sponsored content. Since then, it’s added a competitive intelligence product and now Blueprint, a tool for marketers who want to find the best topics, formats and partners to reach their desired audience. Lara Vandenberg, Knotch’s senior vice president of marketing and communications, told me that agencies had been asking the company to recommend which publishers to work with, so Blueprint is meant to meet that need. She described it as both “this ultimate content planning product” and as “a predictive matchmaker for brands as content becomes so much more of a focus.”
This tech company says it knows whether your branded content actually works
First there was advertising, which promoted messages brands paid for, then there was PR, which got a business "free" coverage in the press. Now, there is a hybrid of the two, where companies are writing their own stories, creating their own TV programs and putting "native" posts on social media. These are all labeled as being paid for by a brand, but they look like editorial content.
Web Ad Tracking Startup Knotch Raises $10 Million in Series A Funding
The web measurement startup Knotch has raised $10 million in Series A funding as the company aims to help more marketers better gauge the effectiveness of digital advertising. The funding comes at an opportune time, as companies increasingly wrestle with rising doubts about how well their marketing money is being spent online. Launched in 2013, Knotch helps advertisers track the impact of digital ad campaigns. It places interactive graphical boxes at the end of articles that ask people single questions that can be answered with the click of a mouse.
Startup Knotch Promises to Help Prove That Branded Content Actually Works
Marketers continue to pump more money into digital content–either for their own social media profiles or in the form of sponsored content. But many in the industry complain that there are few proven methods for gauging whether all this brand-produced content actually works. That’s where the startup Knotch says it comes in. The company has just raised $4 million as it looks to build out a standard digital means of tracking the impact of content produced by, or for, advertisers. Among Knotch’s investors are Greylock, Allen & Co. and Stanford University, as well as individuals such as former Facebook U.S. sales chief Tom Arrix and the entrepreneur Michael Birch. In addition, Ross Levinsohn, former chief executive at Yahoo, has joined the company’s board.