I have got some research done for a speech at today's Ad:Tech conference to look at Global Investment into the online ad / technolgogy Category: I knew it was large but not trending to one billion dollars a year! What's even more interesting is that this is only the disclosed data, and some of the deals that I know would push the total higher still.
Interesting to see that Europe accounted for $258mn of this which is 45% of the total. This is remarkable because European VC typically only accounts for around 20% of the USA on an industry-wide basis. This just shows the strength of the European market for Advertising models.
Rather predictably, Ad-Networks was the largest sub sector by volume and value: partially explained by the sector being a little "mature " for VCs now and the best plays will have obvious scale.
Our recent investment round into European local advertising player Qype was announced too late to qualify as first half investment. But Qype has a very innovative business model and is far more than just a UGC review site. There's been a lot of blog chat about Qype and I want to put forward our view in a forthcoming post.
I was also particularly interested to see five investments into companies who are measuring advertising effectiveness. The great thing about the web is that it allows brands to quantitatively judge the success of campaigns. We at Advent believe there is an exciting opportunity emerging for Advertisers to find out which half of their ad-budgets are being wasted. We are very interested to see European companies tracking, measuring, analyzing, and quantifying online advertising effectiveness.
We're also excited to see companies who are helping brands develop new forms of advertising, especially online short form content, but more about that in further announcements...
Here is the powerpoint.
Below is a list of the businesses and the amounts. If I have time (something my post rate will show I don't have lots of) I'll add a little more "colour" to the list.
Ad Exchange
AdJug
AdGent 007
ContextWeb
TargetSpot
Ad measurement
Digital Revolution Technology
Vizu
VoloMedia
XPlusOne
Integrated Media Measurement
Ad network
AdScale
Adconion
Mochi Media
IGA
Broadband Enterprises
Demand media
DirectoryM
Giant Realm
Gigya
Graspr
Jivox
RockYou
SaysMe
Tremor Media
Undertone Networks
Ad technology
Invidi Technologies
Ads Clicks
Videoplaza
Keybroker
Coull
OpenAds
AdMeld
Click Forensics
iBloks
Invision
Jobster
Kiptronic
MediaBank
MediaBoost
V Links
Agency
Uniteam Communication
Bruce Dunlop & Associates
i-level
Local Ads
Local Labs
Local Marketers
WebVisible
Mobile ads
AD.IQ
Blyk
Acuity Mobile
Ad Infuse
mSnap
Ringleader Digital
Smaato
Out of home advertising
Ocean
Hanger Network
JobDig
SeeSaw Networks
(Advent Ventures conducted the research using data from RealDeals and proprietary research.)
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