Shotzr

Shotzr, Inc. was a Denver, Colorado company that supplied targeted, hyperlocal imagery for online, social media and digital advertising campaigns. Rather than serving generic stock libraries, the platform matched images to the locations, demographics and interests of a marketer's intended audience, with the stated aim of improving engagement and return on ad spend. The company described its approach as providing authentic photography at scale in a way that was cheaper and better aligned with how companies actually consume and use visual content.

The product line comprised two main services. Shotzr Engage resembled a conventional stock photography platform, giving marketers access to the company's full image library while also allowing them to request specific shots, which were fulfilled by local photographers in the company's contributor network — for example an upcoming event, a new restaurant opening or a particular landscape view. Shotzr Identify was a programmatic API for advertisers that drew from a pool of approved images to assemble more targeted and relevant ad campaigns. The company later applied predictive analysis to help customers select images likely to resonate with key audiences across social media and other digital channels, positioning itself as an AI advertising startup by the time of its acquisition.

Business model

Shotzr operated a two-sided platform connecting a network of contributing photographers, influencers and creatives with enterprise and brand marketers who needed a continuous supply of authentic imagery. Customers could license images from the library or submit requests that the contributor network fulfilled on demand, and advertisers could access imagery programmatically through an API.

The company monetized access to its image platform and library through its Engage service for marketers and through the Identify programmatic API for advertisers, alongside fulfillment of custom image requests by its contributor network.

Traction

By the time of its 2019 seed round the company had spent about two years building its platform, had assembled a network of more than 3,000 photographers worldwide, and counted clients including W Hotels and Natural Grocers. A Gust profile listed the company at full product ready stage with five employees.

Latest developments

In August 2021 Shutterstock acquired Shotzr. The transaction was announced alongside two other AI platform acquisitions that supported the formation of Shutterstock.AI, which Shutterstock CEO Stan Pavlovsky said would help customers discover and select relevant content that resonates with audiences. Law firm KO represented Shotzr in the deal.