AdScanner, a Croatian startup developing data-driven TV advertising solutions, has secured a new investment worth €2.4 million through a joint investment from South Central Ventures, J&T Ventures and business angel Matthias von Bechtolsheim.
Founded in 2012, the company has disrupted the TV advertising industry with its products and solutions over the past few years, and it doesn’t plan to stop anytime soon. clients from media agencies, advertisers and television companies to telecommunications operators across the region.
Ad scanneractive in the markets of Croatia, Austria, Germany, Bulgaria and Serbia, now plans to use its latest investment to intensify its expansion and consolidate its presence in key markets, the CEO and co-founder of the company, Marin Curkovic.
“We have just entered one of the largest European advertising markets with Germany. With this latest investment round, we plan to intensify our expansion to be able to integrate several large markets at once and also strengthen the sales teams in key markets, while strengthening our core team and technology in Zagreb to keep up with the increasing breadth and depth. of the data we process. Curkovic explains.
The company’s products, such as the Cockpit solution, which allow calculations and analytic in near real time, aim to change the way the television ecosystem works. And as Curkovic further asserts, the basis of this disruption is Big Data.
“Disruption of television is one of the hottest topics in the advertising industry. There are many overlapping buzzwords: connected TV / advanced / converged / addressable. They all have one thing in common: the digitalization of how television, as a media and advertising channel, is distributed, measured, planned and marketed in terms of advertising space. » Curkovic tells The Recursive.
“Content and campaigns must work on large-scale audience data and analytics. It is no longer enough to track a few thousand households in a country and determine national television audiences based on their behavior.” he says.
AdScanner’s approach identifies what is broadcast on TV via a video recognition algorithm, then provides audience metrics for campaigns and content based on the company’s cooperations with telecom operators – which, in as distributors, are ideal sources of large-scale raw data.
While the need for data-driven solutions to increase TV efficiency advertisement is growing, as are AdScanner’s plans for its future products. By 2023, the forecast is that television advertising revenue will exceed $177 billion worldwide.
“We work with their raw data, clean it, transform it into media, then offer the resulting data and actionable insights in our AdScanner Cockpit to advertisers, agencies, DSPs and broadcasters. Essentially, we create the largest TV DMP based on data from telcos and providers. »concludes Curkovic.
