EXCLUSIVE: ITV AdVentures, the broadcaster’s new venture capital arm, plans to invest £15m in up to five consumer start-ups this year.
And it plans to double down on its VC initiative again in 2022, investing another £15m in between three and five start-ups.
ITV AdVentures offers between £1m and £5m worth of TV ads in each start-up through a so-called media-for-equity deal.
Media for equity means media companies offering inventory – ad space or airtime – in exchange for equity in start-ups.
It’s ideally suited for consumer scale-ups with a broad proposition looking to grow their sales – think Octopus Ventures-backed Secret Escapes, which at one point advertised regularly on ITV.
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