TVN Ventures acquires 40% in Polish company Everytap, operator of a beacon-based mobile advertising platform that offers contextual and personalized communication opportunities for brand advertisers. Everytap will receive cash and media to support the further growth of the company.
Everytap is a platform that combines beacon technology with a mobile application, allowing users to receive contextual messages, incentives or bonuses while shopping or visiting venues like restaurants, concert halls, sports stadiums etc.
Everytap offers cooperating advertisers, retailers, restaurants and venues the opportunity to develop dedicated loyalty programs, promotional incentives and fully flexibly manage marketing campaigns targeted at customers within their premises.
The Everytap platform is one of the first applications of this type in the world using wireless beacon technology , providing unlimited possibilities to reach customers based on their microlocation.
Everytap was launched in 2013 and is available already in 100 points in the Tri-City Area of Poland, with more than 10,000 registered and active users.
TVN will be the sole institutional investor in the company, the remaining shares are held by its founders. As part of the transaction, seed fund Black Pearls VC will exit as a shareholder. It’s hybrid transaction with cash and media for equity (M4E) model.
Commenting on the transaction, Christian Anting (TVN Board Member responsible for digital and e-commerce) said “We are delighted to become partners of the Everytap founders and to support the development of the company going forward. Mobile Marketing and Advertising Technology are key segments of our Digital Strategy. Everytap combines a convincing business model, strong execution and an outstanding management team. Through TVN, the company will be able to accelerate growth across Poland”
Maciej Piwko, CEO of Everytap said: “We are very happy to have won such a partner, as TVN. We believe that this will accelerate the development of our network, but also help us to think more broadly about the use of our ideas and experiences into new channels. The obtained funds will be fully used to finance the company’s development. Every important for us is also media package we get from TVN which will help promote the application among users and will give us significant increase in the number of people benefiting from it.
Everytap began work on the application in 2013, and the last 12 months the company’s development was supported by seed fund Black Pearls, holding 16 percent shares with co-investment of PARP.
“Startups metropolis in Gdansk with partners such as INCUBATOR STARTER, where Everytap had been previously established, helps to build startups supported by capital funds. Not to be underestimated is the contribution of experienced business angels who we always encouraged to cooperate – in the case Everytap Michael Jaskólski, who from the beginning supported the team financially and strategically”- said Marcin Kowalik, managing partner of the group Black Pearls VC.
“The success of such projects as Everytap shows that public money invested in the development of Polish venture capital market gives measurable results. What’s more, the model of co-investment works as well, which occured in this case at the level of PARP cooperation with Black Pearls VC”- said Michal Banka, director of the Department supporting business environment institutions of PARP.