Camera IQ raises $2.3M to tap augmented reality’s marketing potential
How’s this for a prediction: “Camera media will be bigger than TV.”
That’s in accordance to Camera IQ CEO Allison Wood. By “camera media” she means filters, lenses and different augmented actuality results — Wood informed me she’s been finding out AR and digital camera results for years, together with a stint as an assistant professor on the Pratt Institute.
Last 12 months, she based Camera IQ with COO Sonia Tsao to assist corporations construct marketing and promoting experiences for smartphone cameras. The massive tech platforms have additionally been constructing their very own AR instruments (we’ll in all probability hear extra about Apple’s ARKit in just a couple of hours, for instance, whereas Facebook recently launched its own AR studio), however Wood stated it stays “quite a fractured landscape,” one which Camera IQ can assist unify with its drag-and-drop instruments for creating, deploying and measuring AR content material.
“We’ve created an end-to-end fabric that combines AR toolkits, OS platforms and native apps,” she stated. “You could make the comparison that we’re kind of the Marketo of the camera.”
Camera IQ is saying that it has raised $2.three million in seed funding led by Shasta Ventures, with participation from Presence Capital, Greycroft Tracker Fund, Brilliant Ventures and Act One. Jacob Mullins (who I used to work with at VentureBeat, and who now focuses on AR and VR at Shasta) is becoming a member of Camera IQ’s board of administrators.
The Los Angeles-based startup already has plenty of well-known prospects, together with Goldenvoice (the corporate that produces Coachella), Refinery29 and Viacom. Wood stated that whereas Camera IQ’s core enterprise is its “camera experience manager,” it additionally works with prospects on technique and inventive help — partly as a result of there’s a lot work to do to discover the medium’s potential.
“From a spatial design standpoint, we’re not talking about advertising and just delivering a coupon,” she stated. “We’re talking about laying pathways, laying stories out in the physical world for audiences to engage with and to be compelled by. … They’re engaging with the brand at a deeper level.”