New ‘Dank’ app launches to help advertisers monetise online trends

A new app has been released with the aim of curating and defining content before it starts trending online, helping creatives, planners and strategists make money from memes.


Media sharing company Simian, has created the app named ‘Dank’ after acknowledging marketers’ tendencies to align their campaigns with current trending online content.

In collaboration with content consultancy business KIMBA, ‘Dank’ will use an algorithm to scan the internet measuring a number of factors, ensuring the original publishers and creators of the content are attributed correctly.

The content will be sorted into 11 different categories including ‘HahaOMG’, ‘Cute AF’ and ‘Dankest Ads’.

Currently in its initial phase of launching, the app’s intention is to engage consumers and audiences with content before a more advanced version is launched later this year.

Michael Chiavetta, co-founder of KIMBA, said: “There’s just so much content out there that it’s difficult for advertisers to know where to start or what to use. More and more brands are using short online video content on a daily basis. The key to creating engaging content is speed and relevancy but the sheer volume of content we are experiencing can make it hard to know what route to take.

“We’ve seen stuff added to Dank go viral one, two, three days after we posted it. It’s about knowing what the early signals are. The app is not only for entertaining consumers, but revealing the priceless early identifiers to creatives, planners and strategists alike, so they can pinpoint what’s going to work in the market,” he said.

Brian Atton, co-founder of Simian, said: “We’re more than just a review and approval media-sharing platform. We’re partners for our friends in creative industries. We want to be a resource as opposed to a singular tool.”

Dank is available on Roku, AppleTV, iOS and Andriod.

‘Dank’ has previously been a term employed in popular culture to describe particularly potent marijuana, before evolving to include anything particularly “awesome” – however the term “dank meme” is used to mock viral online content, which has exhausted its comedic value, but continues to be shared.


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