MASTERCLASSING

Aki Technologies acquires Eyeview's video ad personalisation IP

David Murphy

Mobile marketing firm Aki Technologies has acquired the intellectual property of Eyeview, the video marketing company founded with the aim of delivering one-to-one personalized video to drive sales for leading brands. The company ceased trading in December. Aki will integrate Eyeview’s video personalization technology into its Katana platform.

Aki will integrate Eyeview’s technology into its Katana ‘moment marketing’ platform to help brands meet the demand for more personalized, relevant advertising with incremental sales results. Eyeview received more than $72m (£55m) in funding over the past 13 years and was granted multiple patents for generating personalized, dynamic and broadcast-quality video. According to Aki, Eyeview’s video technology enabled more than $194m in incremental sales for Eyeview performance advertisers in 2019. Clients included well-known Fortune 500 retailers and auto manufacturers.

Aki said the acquisition will enable its advertiser clients to deliver video creative that caters more precisely to the customer’s preferences, dynamically responding to immediate context, ad receptivity in the moment, and CRM insights. It will also offer brands more options for reaching individuals through personalized advertising without the added complexity of manually producing thousands of creatives accounting for every variable.

For example, with new local weather and mapping variables, a global clothing retailer could showcase waterproof products to consumers where it’s raining, UV protective gear to consumers where it’s sunny, and thermal gear to individuals where it’s cold. These ad executions could end with a local map showing people directions to the nearest brick-and-mortar location to influence in-store sales of the weather-targeted products.

"By integrating Eyeview's technology, one of the most invested-in and differentiated video platforms in the industry, we have all the pieces in place to offer brands and agencies the most comprehensive and impactful moment marketing solution available today,” said Aki CEO, Scott Swanson. “It’s a game-changer for video media, shopper marketing and CPG in general, retail, automotive, and beyond.”

While the transaction is a technology asset purchase, Aki has already hired key former Eyeview staff in engineering, data science, sales and product management and anticipates making offers to additional former staff members in the next month.

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