New York—March 21st 2017 - Databerries, the performance-based mobile advertising platform for offline retailers, is today announcing a $16 million Series A round, led by Index Ventures. The round comes after a Seed Round in December 2015, and includes existing investors ISAI and Mosaic Ventures, along with prestigious Angels such as Pascal Gauthier (ex-COO at Criteo) and Greg Coleman (President at Buzzfeed and ex-President at Criteo).
Co-founded in 2014 by Benoit Grouchko (CEO, ex-Criteo), François Wyss (COO, ex-Google) and Guillaume Charhon (CTO & serial entrepreneur), Databerries enables brick and mortar retailers to use mobile ads to target consumers based on previously visited locations and determine which ads have resulted in store visits. This concept pioneered by Databerries and referred to as Real Life Targeting, brings, for the first time, the sophistication of online advertising to offline retailers.
Offline retailers spend more than $100 billion on advertising every year, relying largely on outdoor and other offline channels to increase store visits with limited ability to track the performance of their advertising campaigns. Databerries believes that much of that budget will shift in the future to mobile advertising that relies on location data to deliver precise targeting and measurement.
The Real Life Targeting solution is the most accurate location-based solution in the market. Using the data from Databerries, marketers can see exactly how many people visited a physical retail location after seeing a mobile ad, and they can optimize their campaign in real-time to maximize performance. Marketers can also set up new campaigns to target people that have visited their store already, or people who have visited the store of a competitor. This technology allows offline retailers to decrease the cost paid per physical visit and dramatically improve ROI on advertising spend.
Since launching in December 2015, Databerries now works with more than 100 brick and mortar retailers, such as Toys “R” Us and McDonalds and has driven several million euros of revenue in its first year. The company has grown headcount from 4 to 40 in 12 months, with 40 percent of that growth in R&D.
"Retailers spend more than $100B every year in offline marketing (leaflets, radio, out-of-home, advertising, etc), without being able to accurately measure its efficiency. However, thanks to mobile devices, there is now a bridge between online and offline," said Benoit Grouchko, CEO of DataBerries. "Databerries offers retailers a traffic acquisition solution that works for offline marketing, but also leverages the online advertising standards the industry has become used to: accurate targeting, personalization, performance measurement and return on investment optimization. As a result, Databerries is leveling the playing field between pure ecommerce and brick and mortar."
"The U.S. is the largest advertising market in the world and we are bringing a solution that has been proven to work, and is unlike anything else available," adds François Wyss, COO & co-founder of Databerries, based in NYC and in charge of developing the US market.
“Half of the money I spend on advertising is wasted, the trouble is I don’t know which half’, goes the famous saying. Yet while most think that this phrase is now obsolete due to advancements in online advertising, it still holds true in the offline world, where retailers rely on a series of assumptions about consumer behaviour. Databerries removes this guesswork by giving offline players powerful tools with which to target mobile users, so they can benefit from a pay-for-performance model that online players have long enjoyed with Criteo,” explains Dominique Vidal, Partner at Index Ventures.
"Databerries meets an important need for Toys ‘R’ Us, improving the ROI of our offline marketing. The use of Databerries technology allows us to target prospects according to the places they visit in the real world," adds Valerie Mwanba, Head of Online Acquisition at Toys “R” Us, the world’s leading family leisure, baby care and toy megastore with over 1500 stores worldwide in 33 countries.
Databerries is a performance-based mobile advertising platform for offline retailers. Databerries enables brick and mortar retailers to use mobile ads to target consumers based on previously visited locations and determine which ads have resulted in store visits. This concept pioneered by Databerries and referred to as Real Life Targeting, brings, for the first time, the sophistication of online advertising to offline retailers . Co-founded in 2014 by Guillaume Charhon, François Wyss and Benoit Grouchko, DataBerries has 40 employees in Paris and New-York.
About Index Ventures
Index Ventures is an international venture capital firm that backs the best and most ambitious entrepreneurs in Europe, the US and Israel across all company stages, from seed to venture to growth. These leaders are building truly transformative companies that are reshaping the world around us, including Adyen, BlaBlaCar, Criteo, Dropbox, Slack, Sonos and Supercell – among many others.
For more information about Index Ventures, please visit: http://indexventures.com and @indexventures
Launched in 2010, ISAI is « the » French tech entrepreneurs’ fund gathering more than 200 entrepreneurs across the world. Almost 150 successful entrepreneurs, who have invested in ISAI, and more than 50 startup cofounders supported by ISAI share the collective ambition to write great entrepreneurial stories. ISAI invests in differentiated projects founded by ambitious teams that it rigorously selects and actively supports. ISAI means "different & remarkable" in Japanese. ISAI likes digital business models with a progressive capital intensity: marketplaces, adtech/martech, SaaS/big data/AI... With €160M under management, ISAI Gestion can fund and support high potential companies at early stages (venture capital, €150k to €2M initial ticket with ability to follow on) or at more mature stages (growth equity, €1M to €15M investments).
About Mosaic Ventures
Mosaic Ventures is a new European venture capital firm focused on making Series A investments in ambitious founders, who are using technology to reshape the world. Mosaic was founded by Mike Chalfen (Apax, Advent), Toby Coppel (Yahoo, Virgin) and Simon Levene (@Home, Yahoo, Accel) who together have more than 60 years investment and operational experience, much of it gained in Silicon Valley. They are seasoned investors with a proven track record that includes investments in category leading companies such as Alibaba, Criteo, and King, collectively valued at over $200 billion.
Databerries : Nicolas Rieul – VP Marketing: firstname.lastname@example.org - +33 688 906 026
ISAI : Dimitri Lecerf: email@example.com, 01 44 50 54 72 – 06 49 17 46 58
Mosalc Ventures : Charlotte McCrum: firstname.lastname@example.org, +44 7903 985834
Index Ventures : Vojtech Horna: email@example.com, +44 207 154 2009