How BrandTotal Helps Brand Marketers Become More Competitive

By Annie Baker ● September 26, 2018

BrandTotal, a company based in New York and Tel Aviv, has built an agile marketing platform that utilizes artificial intelligence, cyber security techniques, and data science to provide brand marketers with competitive data and actionable insights by revealing digital marketing activities from their top competitors. And BrandTotal has just raised $6 million in Series A funding, bringing its total funding to $8 million so far. Flint Capital led this round of funding.

Other investors that participated in this round include NHN Investment, One Way Ventures, FJ Labs, Glilot Capital Partners, and Keshet Dick Clark Productions. Glilot Capital Partners and Keshet Dick Clark Productions had also invested in BrandTotal’s $2 million seed investment round in July 2017. BrandTotal plans to use the Series A round of funding to expand sales, marketing, and data science technology.

Specifically, BrandTotal’s technology is able to detect creatives across digital channels and cluster them into campaigns to be analyzed. With signal detection, the BrandTotal platform can also identify trends between brands. And BrandTotal’s platform is able to collect and consolidate public and targeted “dark” posts from paid media channels such as Facebook, Instagram, Twitter, YouTube, Amazon along with display banners across the web.

“The support from Flint Capital and our investment leaders has already created new growth opportunities for BrandTotal among Fortune 500 companies, by allowing us to optimize and expand the roll-out of our agile marketing platform,” said BrandTotal CEO and co-founder Alon Leibovich in a statement. “Our proprietary data shows that 85% of sponsored posts on Facebook are ‘dark posts,’ meaning they are targeted to specific users. There is a massive gap in marketing visibility across digital platforms and we are illuminating these programs to empower marketers with actionable competitive insights.”

Over the summer, BrandTotal also announced a partnership with Microsoft Dynamics 365, got selected to Oracle’s Startup Cloud Accelerator program, and presented at Morgan Stanley’s Innovation Summit.

“We are thrilled to put our support behind the outstanding management team at BrandTotal, a company that provides some of the world’s largest organizations with unique and invaluable insights into digital marketing—a space which is projected to approach $120 billion in spend by 2021 in the U.S. according to Forrester Research,” added Flint Capital partner Sergey Gribov.