Backed by a ‘moment marketing’ solution which helps advertisers like Intel, Tesco, O2, Sony and Volkswagen sync their online advertising campaigns with situations around the world and on the TV screen, the group has been granted a cash boost courtesy of Partech International, 360 Capital Partners and round leader Serena Capital.
The fresh funds are set to be put to good use as TVTY looks to spread word of its offering around the globe, with France, the UK and US being huge focuses at present.
This week’s news provides the ideal send-off for what’s been a busy year for TVTY. In what was considered an ideal introduction, Warc and Deloitte recognised the practice of moment marketing as a top global marketing trend for 2016, alongside good company in a ‘video revolution’ and ‘new thinking in attribution’.
With a busy sporting calendar injecting billions into the advertising economy, those in charge of channels like paid social, paid search and display have been busy trying to take advantage of ‘second screeners’, and that’s where TVTY has entered the fray.
Hooking up to the likes of Twitter, Bing, AppNexus, Marin and Google to allow the distribution of creative at opportune moments, the platform has provided the crash mat for online searches off the back of TV commercials, or browsing for items relative to a forecast, for example.
“Offline events related to TV, sport and weather have created huge interest. Now, advertisers want us to help them sync digital campaigns to many more moments that matter most to their customers,” commented Eliott Reilhac, CEO for EMEA at TVTY.
Both company and practice has built up some ardent fans over the years. This is the second time Partech International and 360 Capital Partners have pledged investment towards TVTY - the first being a $4 million round in May 2014.
Xavier Lorphelin, Managing Partner of Serena Capital, added: “As the cost of capturing consumer attention continues to rise for advertisers around the world, we expect to see demand for TVTY’s technology grow even more strongly. Our investment will ensure the company stays well ahead of the competition.”
At the PMAs, judges grading the company’s submission for Best Performance Marketing Technology picked up on its market-leading ability, as well as its versatility on the whole.
This victory was chased down by a Best Use of Data win at the inaugural European Performance Marketing Awards, held in Amsterdam this year, which came as a result of its work with HTC.