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Launchmetrics acquires media monitoring company Visual Box

Lauretta Roberts
25 May 2017

Launchmetrics, the technology provider for the fashion, luxury and cosmetics industries, has acquired global media monitoring and intelligence company Visual Box. The news was announced at the same time as its latest product launch, Discover, and upgrades to its members-only community, GPS Radar.

Visual Box was founded in 2000 in Italy and monitors and analyses more than 1,800 titles in fashion, beauty and lifestyle media from daily newspapers to niche bi-annual books. In total, an average of 5,000 pages are analysed a day.

In addition to the media monitoring services, the acquisition gives Launchmetrics access to Visual Box's fully searchable fashion media database, including editorial coverage and advertising data, as well as the ability to build benchmarking programs to measure ROI for 300,000 brands worldwide.

"The acquisition supports both companies' mission to utilise new technologies to better support the way our clients work in the fashion, luxury and cosmetics industries," said Launchmetrics CEO Michael Jais. "This will allow us to be the first player to measure cross-channel performance with the vision of providing the industry a consistent earned media value to more effectively understand the interaction between brands and influencers."

"Visual Box and Launchmetrics share a similar culture and vision for the future of the industry," said Paolo Valota, CEO and co-founder of Visual Box, who now takes on the role of Senior Vice President, Monitoring for Launchmetrics. "The combination will create a uniquely comprehensive platform to give marketers an end-to-end solution like no other. We're thrilled to call Launchmetrics home and believe this will be a great move for our clients, team and partners."

The Discover product is the first to be launched since Launchmetrics was created by the merger between Fashion GPS and influencer marketing experts Augure at the start of 2016. The platform claims to provide the industry with the “first-ever targeted reporting and measurement for the fashion, luxury and cosmetics industries to help monitor the intersection between brands and influencers”. The new platform consolidates coverage on print, social and online in one place and gives companies a comprehensive view of the ROI of PR and marketing activities.

Discover tracks mentions from 100,000 of the “industry's top voices” as well as 1,800 print titles, 500,000 blogs and 10,000 online outlets, including all pictures in image slideshows. Additionally, clients can track their campaigns on social media with reporting on Instagram, Facebook, Twitter and Youtube.

"Today the industry is using four to five different tools to measure their coverage and success in social, print, online and more," said Jais. "With the launch of Discover we will be the first technology and data provider to give clients access to this information in one platform and easily understand the ROI from their campaigns as well as influence in the industry."

Upgrades to GPS Radar include the ability for brands to create a virtual press room where they are able to upload their latest news, press releases, fashion images and events. In addition a Galleries feature allows users download images to create digital mood boards to prepare upcoming stories and fashion shoots, or request samples they want to use directly through the GPS Radar platform. Finally brands can post their upcoming events and sync to their Launchmetrics' Events platforms to allow users to easily RSVP to their shows and parties.

GPS Radar currently has more than 40,000 top-tier members including journalists, bloggers, buyers and stylists.

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