Imagini, which aims to help advertisers understand their online audiences through picture-based quizzes, has secured $13.5 million (£9.5 million).

Imagini, which aims to help advertisers understand their online audiences through picture-based quizzes, has secured $13.5 million (£9.5 million).

The second funding round for the company coincides with the appointment of Dermot Halpin, former president of Expedia Europe, as non-executive chairman. Venture capital investors in the round are Horizons Ventures, NorthZone Ventures and Atomico.

Mabel Chu, MD of Hong Kong-based Horizons Ventures, says, “Imagini’s idea of identifying and mapping visual preferences in relation to emotional reflex will be a particularly effective and versatile product especially in Asia.”

Alex Willcock, Imagini’s founder and CEO, says the appointment of Halpin will help the company achieve its “ambitious” plans for expansion. To date, 15 million people have taken one of Imagini’s quizzes, according to the company.