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Exterion Media to launch Media for Equity

EM Ventures, a division of Exterion Media focused solely on connecting start-up businesses with fast growth potential to urban audiences, will soon launch a new funding initiative for start-ups.
Since its formation in February 2015, EM Ventures has worked with more than 30 businesses, including Squadron Venture Media, TransferWise and Treatwell to offer unmatched audience exposure. This has now led to the creation of the Media for Equity programme – an alternative, flexible funding model for fast growing, exit-driven businesses. It offers valuable outdoor advertising space and other services in return for a share of equity, and marks a significant extension in Exterion Media’s support for London’s burgeoning start-up community, which encompasses more than 4,000 businesses and 251,590 jobs.
“A primary growth challenge for any fledgling company is building market awareness to not only accelerate customer take-up, but raise its profile amongst investors. We provide access to London’s 1.3 billion annual Tube passengers and 5.2 billion bus passenger journeys in the UK each year, offering unparalleled audience exposure to start-ups – just as EM Ventures has done for more than 30 businesses to date,” said Shaun Gregory, CEO at Exterion Media.
“Exterion Media is able to pioneer this model in the UK due to the success of the EM Ventures team in forging innovative, win-win partnerships with exciting new companies in their critical growth stage. It’s hugely rewarding to help growing enterprises realise their potential by sharing our insights and display network, and providing vital exposure that is normally out of reach for companies of this size.
“At the same time, we see significant potential to take a whole new approach to generating revenue from previously untapped streams and make the Out-of-Home model more efficient. It’s a more sophisticated alternative to the way advertising has traditionally been bought and sold; one where the media owner has a direct stake in the success of clients.”
The EM Ventures team is lead by senior people from within Exterion Media:

  • CEO Shaun Gregory leads and chairs the Media for Equity programme. He has first-hand experience of scaling an early stage company, raising funds and working with investors, having operated as CEO of a start up which ultimately exited. Shaun has also served as Chairman and non-executive director for several start ups, including UK listed companies. He is actively involved in the UK early stage scene and with a number of investors, including White Horse Capital. In his previous role he was an advisor for WAYRA, Telefónica’s global incubator programme that spanned 14 countries and invested in over 200 start ups
  • In addition to working with various start-ups in a consulting or mentoring capacity, Exterion Media’sDirector of Growth Programmes, Alissa Ananieva has worked with leading media for equity firm SevenVentures, on developing its investment strategy. She also spent two years at MESA, a US-based boutique investment bank focused on media and entertainment, helping start-ups raise funding and supporting their growth strategies

Via: Outsmart 

Carat positions OOH as second fastest growing media

Global media network, Carat, has published its first forecast for worldwide advertising expenditure in 2016, combined with its latest forecasts for 2015 and actual figures for 2014, with all markets ring-fencing Digital media spending, even when faced with negative economic headwinds.
Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest global advertising expenditure forecasts show Digital media, with a predicted US$17.1 billion or +15.7% increase in spend in 2015, is outpacing previous Carat predictions from September 2014. Powered by a dramatic rise in Mobile ad spending globally of +50% and Online video of +21.1% predicted in 2015, Carat forecasts that Digital will, for the first time, account for more than a quarter of all advertising spend in 2016 with a market share of 25.9%.
From a global perspective, Carat forecasts that in 2015 advertising spend across all media will increase by US$23.8 billion to reach US$540 billion, accounting for a +4.6% year-on-year increase. Market optimism continues into 2016 with Carat’s first forecast for the year predicting a year-on-year global advertising growth of +5.0%.
In 2014 all regions reported positive growth, from Western Europe at +2.3%, +4.5% in North America, +5.3% for Asia Pacific and high performing Latin America at +11.4%. Regional confidence is predicted to continue in 2015 with all key markets forecasting positive growth next year except Russia, due to a struggling advertising market and predicted recession. Western Europe is strengthened by a second consecutive year of positive growth driven by strong numbers in the UK and Spain; as well Greece, Ireland, and Portugal returning to positive growth after six consecutive years of ad spend declines. North America continues to grow at a solid pace of +4.5% in 2015 and +4.6% in 2016, with programmatic spending in the US predicted to grow by +137%, reaching spend levels of US$10billion.
By media, whilst Digital is the star performer in terms of growth, achieving higher that predicted levels in 2014 of +17.4% and accounting for 21.7% of market share, TV will continue to command the majority of market share for the foreseeable future, reaching 42.7% in 2014, and is predicted to grow by more than +3% year-on-year in 2015 and 2016. The steady decline in Print is expected to continue, however Out-of-Home is now positioned as the second fastest growth media, behind Digital, with a global market share of spend of 7.1%. For the first time, Out-of-Home is predicted to outpace Magazines global share of advertising spend, with Magazines forecast to achieve 6.9% market share in 2015, and with continuing declines for this media, it is predicted to fall behind Radio for the first time in 2016.
Commenting on the Carat Advertising Expenditure forecasts, Jerry Buhlmann, CEO of Dentsu Aegis Network, said:
“Carat’s latest advertising forecast gives us increased optimism for the outlook for global advertising spending. With harder times behind us, negative growth markets are pleasingly now a minority, and collectively we can look ahead to 2016 with positive growth predicted for all key markets.
“The strength of Digital continues to dominate discussions and the new distribution of spending. With a quarter of the global population now owning and relying on their smartphones daily, they are our second brain in our hands. Mobile dominates the way consumers access information, view content, browse products and purchase goods and this is reflected in the innovative services and approach we are discussing with our clients.”
Via: Carat

UK Adspend Growth at Three-Year High

Advertising spend in the UK grew at its fastest rate for three years in the second quarter of this year.
Figures released by the Advertising Association/Warc show adspend increased by 8.5 per cent year on year to reach £4.5 billion for the second quarter of 2014.
Across the first half of 2014, total UK adspend rose by 6.3 per cent year on year. This has led to a 0.4 per cent upward revision for the full year forecast to 6.4 per cent for 2014, but a 0.2 per cent downward revision to 6.5 per cent for 2015.
OOH spend is expected to rise by 3.4 per cent by the end of the year, while 2015 is predicted to increase by 5.5 per cent.

Tim Lefroy, chief executive at the AA, said: “Growth at twice the rate of UK GDP is quite a headline, but the real story is of digital and creative leadership in e-commerce.
“As the Eurozone wobbles, it’s a reminder that our consumer economy is central to the UK’s economic narrative.”
Via: Campaign

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