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Venture capital invests in new advertising models


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BY : Diego GutiérrezJanuary Thu, 2014

financing roundEl mundo de la publicidad ha sido uno de los  más castigados por la crisis al ser uno de las actividades más reducidas en los presupuestos empresariales. A pesar de ello el venture capital ha apostado por nuevos modelos de publicidad casi todos basados en movilidad.

“El sector de la publicidad y “Media” está en un proceso de cambio radical y la tecnología tiene un papel importante como impulsor de crecimiento. Por ejemplo en EEUU hemos visto recientemente como la plataforma de publicidad móvil Pontiflex levantaba $2,75M. Existe una tendencia hacia la generación y distribución de contenidos como Onespot que acaba de levantar una round de $5,3M o la española Brandcontent que ha sido incubada por 500startup. Otra tendencia está orientada hacia el análisis de ese contenido y la reputación de las marcas como puede ser la herramienta Brandrain que levantó el año pasado €1M de Inveready” comenta Diego Gutierrez experto en finanzas corporativas de Abra Invest.

Beabloo: digital marketing & digital signage.

Beabloo ofrece tecnología basada en “cloud”, que permite con sólo una pantalla, reproductor y conexión a Internet, comunicar lo que quieres (precios, colecciones, ofertas ...) cuando quieras, en el formato que prefieras (señalización digital, web, aplicaciones móviles o las redes sociales ) y medir los resultados. Con la round cerrada en el 2011 el accionariado queda repartido entre los fundadores, con el 60%; Infema, con un 20%, y otros socios, como CMO, CatalunyaCaixaEsade, Dexia Asset Management, eDreams, Tormo & Asociados, Kodak Cuatrecasas, que tienen el 20%.

Smadex: publicidad móvil

Smadex trabaja con agencias de medios y ad networks para ayudar a los anunciantes con puntos de venta (bancos, concesionarios de coches, tiendas de moda, restaurantes, etc) a promocionarse en el móvil de forma innovadora.  El fondo de capital riesgo Highgrowth Innovació  lideró una ronda de financiación de 600k, en la que también participó el fondo Be Capital, impulsado por Gerard Olivé, de la empresa de publicidad Be Republic.

TaptapNetworks: la mayor ronda protagonizada por Nauta

Taptap Networks, empresa fundada en 2010 por Álvaro del Castillo y que ofrece servicios de publicidad móvil a grupos editoriales, anunciantes y grandes agencias de medios, cerró en el 2012 su primera financing round por importe de €3,5M. En concreto, en la ronda han participado la gestora de Venture Capital Nauta Capital, con €3M, y el Ministerio de Economía y Competitividad, a través del Centro de Desarrollo Tecnológico e Industrial (CDTI), con €0,5M.

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