Lancashire-based company Captivise Ltd, a prominent player in the digital advertising industry, has successfully secured a £46,500 grant through Innovate UK‘s esteemed Creative Catalyst 2023 competition. This sought-after grant will drive their innovative project, titled ‘Acumen – Enhancing Transparency and Accountability in Digital Advertising’, to be spearheaded by novi.digital.
Innovate UK’s Creative Catalyst Competition, a £30 million initiative, provides comprehensive innovation support to promising businesses in the creative sector. Among thousands of entrants, only 200 businesses were selected for a share of the £10 million funding, which comprises £50,000 grants dedicated to fueling innovation within small and micro creative enterprises.
‘Acumen – Enhancing Transparency and Accountability in Digital Advertising’ is the culmination of amalgamating three proprietary technologies for tracking, optimisation, and reporting, all developed by novi.digital. Acumen aims to establish an all-encompassing tracking platform for digital advertising campaigns, integrating the power of machine learning and artificial intelligence to automate results-driven tasks. Alongside this, the platform will provide an intuitive user interface, offering real-time insights into campaign performance to optimise efficiency and profitability.
This project will be carried out through well-defined phases, ensuring seamless integration of these technologies and rigorous testing of the platform. A unique aspect of the project involves using the technology to evaluate its own campaigns by employing the software on itself. The completion of this transformative project is anticipated by January 2024.
Aaron Crewe, the Managing Director of novi.digital and the driving force behind Acumen, expressed his enthusiasm: “Receiving this grant from Innovate UK is incredibly gratifying. We are confident that our project will yield a robust, comprehensive solution, assisting businesses in optimising their PPC (Pay Per Click) campaigns. Through the application of AI and machine learning, we aim to chart the click-to-sale journey and automate enhancements, thereby maximising returns on investment.”
Characterised by its innovation-driven design, Acumen is primed to deliver substantial advantages to the digital advertising sector. These benefits include heightened transparency, greater accountability, and enhanced performance. Captivise Ltd and novi.digital are eagerly anticipating a future in which Acumen leads the transformation of the digital advertising landscape, establishing fresh industry benchmarks and propelling businesses towards unparalleled levels of achievement.
