Armilar invests in MindProber’s Series A

Oct 11, 2022: Portuguese startup MindProber, a real-time media analytics solution that measures the emotional impact of content, is raising the bar in media measurement and expanding operations in the U.S., thanks to the completion of its Series A capital raise.

Elevating the media measurement market to a whole new level, MindProber determines true audience engagement. The ResTech platform lets media organizations measure the emotional effectiveness their content has on consumers to influence both content and advertising decisions.

MindProber’s proprietary next-gen ResTech platform is first in class.

MindProber’s next-generation ResTech for media measurement quantifies emotion perceived in audiovisual media at scale — taking research out of the lab and into people’s homes. The platform combines remote sensing and machine learning to measure second-by-second emotional engagement using galvanic skin-response signals from respondents.

“For the first time, clients can truly understand the emotional impact their media has on consumers,” says Pedro Almeida, PhD, MindProber’s founder and CEO. “Our technology allows media organizations to go beyond who’s watching or looking — and beyond audience ratings — to actually get a measure of how content is affecting people at a deep psychological level and how engaged people really are. We’ve produced the only tech that can measure the emotional impact of media on consumers in this way.”

MindProber’s breakthrough ResTech and blue-chip clients attract investors, fund expansion.

MindProber gained the attention of a notable list of blue-chip American and international clients, including major broadcasters and sports organizations. The list was so impressive that MindProber was quickly able to complete its Series A raise of $5.6 million, taking the total funding to date to $7.2 million. This financing allows the company to pursue its aggressive plan of expansion in the U.S., including increased operational capabilities, platform scalability, and a rapidly growing panel. It will also strengthen the company’s applied research, which has been one of its differentiating factors in a highly competitive global market.

MindProber goes beyond eyeballs to elevate the media measurement playing field.

With its proprietary sensor, mobile app, and platform, MindProber combines data and analytics to deliver actionable insights that help media organizations assess and improve their content and products.

“For the first time, media companies can go beyond eye-tracking and facial-coding to measure the true value of media content to optimize both editorial and commercial decisions,” Almeida says. “MindProber’s ability to understand the emotional impact of media and advertising is the missing piece for which our clients have been waiting.”

MindProber’s series-A financing was led by Iberis Capital with co-investments of Armilar Venture Partners and the follow-on of existing investors Portugal Ventures and Wisenext.

About MindProber: MindProber ‘s next-generation ResTech for media measurement quantifies emotion perceived in audiovisual media at scale, taking research out of the lab and into the real world. The platform combines remote sensing and machine learning to measure second-by-second emotional engagement in respondents’ homes using galvanic skin response (GSR) signals. MindProber goes beyond eye-tracking, facial coding, and audience ratings to provide data and actionable insights that let media organizations create more engaging content to sell ads, increase commercial efficacy, and amplify brands.

Originally published at https://mindproberlabs.com on October 11, 2022.