Intelligent creative platform VidMob has closed its Series C financing, raising $50 million in expansion capital from a group of funds, strategic investors, and influential companies in the creative technology space.

The company says the new round will support its global expansion, new e-commerce initiatives, ongoing investments into advanced technology, and data science to help marketers maximise the value of advertising creative.

Participants in the round include Adobe, Shutterstock,  as well as Drive by DraftKings, a venture capital firm investing in sports tech and entertainment, the Spruce House Partnership, Prefix Capital, BuildGroup, Interlock Partners, Macanta, and key industry and tech leaders like Michael Kassan, Nick Brien, and Thomas Tull, among others.

César Melo, former president at Mondelez and PepsiCo, CEO at Foster Grant and VP at Colgate-Palmolive is also investing and joining the board as an advisor.  When combined with previous rounds, the company has now raised nearly $100 million to expand on its groundbreaking platform for Intelligent Creative.

A new category

According to Melo, “As a commercial leader, I was always looking to create a more efficient content ecosystem in which faster, smarter, data-informed and more cost-effective content could be created to surround the consumer around the world and build brands differently. When I discovered VidMob while trying to do this at PepsiCo, I was blown away by the combination of talented human creativity and technology.  And the more I see, the more I like.  VidMob is creating a new category, “Intelligent Creative.”

Former Executive Vice-Chairman of Omnicom Media Group, and previously global CEO of OMD, Aegis Media and MEC, Mainardo de Nardis, who also invested in the financing, added, “I was privileged to be part of a group of people who transformed the full-service advertising model, separating media from creative, at a time when advertisers demanded independent strategic media services. That was 30 years ago. Today, I am happy to be doing the exact opposite. It no longer serves marketers well to silo creative and media practices, both equally important in terms of optimisation. The power of VidMob’s data-driven platform lies in its ability to unite media and creative, bringing together the many layers of the industry, from advertising platforms and brands to agencies.”

VidMob says it has pioneered AI to measure creative performance so marketers can optimise ad design for more efficient and impactful campaigns. Its Intelligent Creative platform is designed to unify creative and data and connect brands to a global network of elite content creators trained on continuously updated best practices for every digital media channel and next-gen ad format. Originally focused on partnerships with the major social platformfufus, VidMob has expanded its distribution to include leaders in the programmatic web and CTV / OTT.

“Every other area of enterprise operations has been positively impacted by software platforms — increasing efficiency and using data to bring intelligence to decision-making,” said Alex Collmer, the founder and CEO of VidMob. “This financing and these new relationships will be a powerful accelerant in our commitment  to build and deploy a platform that helps marketers transform for the needs of the future, while respecting the irreplaceable role of human creativity and never losing sight of our mission to evolve creativity for the better.”

“We were blown away by the power of VidMob’s learning models for Intelligent Creative,” said Owen Van Natta of Prefix Capital, and former VP of Worldwide Business and Corporate Development at Amazon. “VidMob’s ‘services-in-the-loop’ model, coupled with the integration of their creative marketplace is a construct that is unrivaled in its learning capability.”

VidMob claims to be the only company to have earned a creative partner badge from every leading social and digital media platform, and its client roster includes many of the world’s most forward-thinking marketing organisations such as Johnson & Johnson and Colgate Palmolive.

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