Pictures of you – Imagini secures $13.5 million for its visual profiling

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Top 10 Most "Popular" U.S. mobile phones in Dec. 2008

UK start-up Imagini has secured a significant $13.5 million in a second round of funding. The additional investment comes from Horizons Ventures, NorthZone Ventures and Atomico. The first round of $5m and came from NorthZone, Atomico, TAG, Brent Hoberman (co-founder of LastMinute.com) and Bill Draper.

Imagini has an interesting technology called VisualDNA which effectively works out people’s personality types by presenting them with picture choices – instead of asking users to log in and type in their profile. The Flash-based quiz is not unlike a game, and can be quite addictive once you get going. The result is that Imagini says online retailers get a 37% uplift from customers after they get profiled. So whether you picked the Grand Torino over the Lamborghini really does say something about you.

You can see the test for yourself via the quiz in Imagini’s consumer-facing site called Youniverse, a sort of personality test-driven social network which we reviewed last year, which has a million uniques a month.

The quiz also makes it easy to distribute through online ad and affiliate networks, and a plug-In that will allow any website publisher to create their own free online quiz. So far clients include MSN, Hotels.com, Pepsi, Lastminute.com, Nectar, Vodafone and the British Army. Some 15 million people have taken the quiz since the company was founded in 2006 and the something like 70% of contributors to the Visual DNA ‘community’ are from the US.

Imaginia was founded by CEO Alex Willcock. Today it also appoints Dermot Halpin, former president of Expedia Europe, as non-executive Chairman and Board Director.

  • http://techfilipino.com Francis Simisim

    New technology with very heavy backers and funding, this company should go far.

    TechFilipino

  • http://www.facebook.com/people/Mac_Ewan/108800756 Mac Ewan

    An easy to understand explanation is needed on their sites front page.

  • http://www.smartdex.de Markus

    The technical solution seems fine, with great ease of use. However, I still wonder how exactly online retailers should benefit from the insights gained?

  • http://www.ojointernet.com/noticias/imagini-recibe-135m/ Imagini recibe 13,5M

    […] una startup del Reino Unido que ofrece tecnología VisualDNA, ha recibido una segunda ronda de financiación de 13,5 millones de dólares por parte de Horizons Ventures, NorthZone Ventures y […]

  • http://www.screensleuth.com Screen Sleuth

    Seems like malarkey built for businesses, not people really. Good luck to them though; gotta be doing something useful to get that kind of backing these days.

  • some dummy

    Ok, either this article misses the point of what this software does, or those VCs are insane. Let’s assume that 3 VC firms can’t *all* be full of insane people. So how is this worth that much money? I’d really like to know. There have to be some other applications than taking a silly quiz to find an avatar… I mean seriously.

  • http://startupmeme.com/imagini-bags-135-million-in-second-round-for-its-addictive-picture-quizes/ Imagini bags $13.5 million in second round for its addictive picture quizes | Startup Meme - Technology Startup and Latest Tech News

    […] has grabbed a pretty handsome $13.5 million in its second round of funding.  The funding came from […]

  • http://www.facebook.com/people/Nick_Gonzalez/1218568 Nick Gonzalez

    Looks like what Pairwise was doing for HR tests. It didn’t go far. I’ll be interested to see what opportunity they missed. http://www.techcrunch.com/2007/03/30/are-you-a-y-combinator-founder/

  • chris

    their demos make me feel really really stupid for surfign there and checking it out.

  • WebUser

    the fact that you are not getting it and 3 vc firms do means you’re missing something here

    • some dummy

      tell oh wise one, what did we all miss and 3 vc’s got?

  • http://www.lazysupper.com lazysupper

    They seem to be doing something right… their cutesy little personality quiz described me pretty much bang on. I guess I’m worth 13.5M, so why not Imagini?

    (One bad: the click to see “more” on a couple pages isn’t working.)

  • http://www.ukstevieb.com/2009/02/26/steviebs-shared-items-february-26-2009/ StevieB’s Shared Items - February 26, 2009 at Lost in Cyberspace

    […] Pictures of you – Imagini secures $13.5 million for its visual profilingFebruary 25, 2009 […]

  • Jessica, Castle Rock, CO

    I think it makes things easier to describe your product in simple terms insteading of roaming around in the bush. Why not describe Imagini as a visual personality profiling service?

  • http://buzzmag.cz/imagini-dostava-135-milionu-na-rozpoznavani-charakteru-podle-obrazku-01-03-2009/ Imagini dostává 13,5 milionu na rozpoznávání charakteru podle obrázků

    […] Mezi zákazníky Imagini patří mimo jiné MSN, Hotels.com, Pepsi, Lastminute.com, Nectar, Vodafone nebo Britká armáda. Společnost založil její CEO Alex Willcock v roce 2006. Od té doby kvízem prošlo kolem 15 milionů lidí, se zhruba 70% podílem Američanů. Zdroj: TechCrunch UK. […]

  • related person

    this site is made by someone i know, who is also a psychologist.

    http://e.idsolution.co.kr

    i think it’s way better, as far as visual profiling concerns.

  • hmmm

    They’re lucky to receive this much funding for a concept that sounds straight out of the dot bust era. Maybe the FSA conducted the risk assessment? Good luck turning a profit guys.

  • http://uk.techcrunch.com/2009/05/29/visualdna-beta-personalised-ecommerce-and-analytics-like-youve-never-seen-before/ VisualDNA beta: Personalised ecommerce and analytics like you’ve never seen before

    […] Imagini secured $13.5m in funding in February this year, a chunk of which no doubt went to getting Stephen Fry to explain the VisualDNA concept (doing a rather succinct job, too): […]

  • http://www.techcrunch.com/2009/05/29/visualdna-beta-tailored-ecommerce-based-on-the-pictures-you-choose/ VisualDNA beta: Tailored Ecommerce Based On The Pictures You Choose

    […] questions, and delivers real-time product recommendations from Amazon.com based on their responses. Imagini secured $13.5m in funding in February this year, a chunk of which no doubt went to getting actor Stephen Fry to explain the VisualDNA […]

  • http://blog.viningmedia.nl/2009/05/visualdna-beta-tailored-ecommerce-based-on-the-pictures-you-choose/ VisualDNA beta: Tailored Ecommerce Based On The Pictures You Choose | Viningmedia Nieuws

    […] questions, and delivers real-time product recommendations from Amazon.com based on their responses. Imagini secured $13.5m in funding in February this year, a chunk of which no doubt went to getting actor Stephen Fry to explain the VisualDNA […]

  • http://techdozer.com/visualdna-beta-tailored-ecommerce-based-on-the-pictures-you-choose/ TechDozer » VisualDNA beta: Tailored Ecommerce Based On The Pictures You Choose

    […] questions, and delivers real-time product recommendations from Amazon.com based on their responses. Imagini secured $13.5m in funding in February this year, a chunk of which no doubt went on getting actor Stephen Fry to explain the VisualDNA […]

  • http://tumbleworks.net/tumbletech/visualdna-beta-tailored-ecommerce-based-on-the-pictures-you-choose/ TumbleTech » VisualDNA beta: Tailored Ecommerce Based On The Pictures You Choose

    […] questions, and delivers real-time product recommendations from Amazon.com based on their responses. Imagini secured $13.5m in funding in February this year, a chunk of which no doubt went on getting actor Stephen Fry to explain the VisualDNA […]

  • http://thegoodnetguide.com/05/visualdna-beta-tailored-ecommerce-based-on-the-pictures-you-choose/ VisualDNA beta: Tailored Ecommerce Based On The Pictures You Choose | The Good NET Guide

    […] questions, and delivers real-time product recommendations from Amazon.com based on their responses. Imagini secured $13.5m in funding in February this year, a chunk of which no doubt went on getting actor Stephen Fry to explain the VisualDNA […]

  • http://myblogchannel.com/?p=11909 VisualDNA beta: Tailored Ecommerce Based On The Pictures You Choose | My Blog Channel

    […] questions, and delivers real-time product recommendations from Amazon.com based on their responses. Imagini secured .5m in funding in February this year, a chunk of which no doubt went on getting actor Stephen Fry to explain the VisualDNA […]

  • http://www.sbcvideos.info/visualdna-beta-tailored-ecommerce-based-on-the-pictures-you-choose.html VisualDNA beta: Tailored Ecommerce Based On The Pictures You Choose | Tech News and Information

    […] questions, and delivers real-time product recommendations from Amazon.com based on their responses. Imagini secured $13.5m in funding in February this year, a chunk of which no doubt went on getting actor Stephen Fry to explain the VisualDNA […]

  • http://www.upoff.com/2009/05/29/visualdna-beta-tailored-ecommerce-based-on-the-pictures-you-choose/ VisualDNA beta: Tailored Ecommerce Based On The Pictures You Choose | UpOff.com

    […] questions, and delivers real-time product recommendations from Amazon.com based on their responses. Imagini secured $13.5m in funding in February this year, a chunk of which no doubt went on getting actor Stephen Fry to explain the VisualDNA […]

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