This report addresses these details by examining how the media-for-equity model works globally. The report also contributes to the growing space of research and documentation of the model across all possible regions and media sectors.Download Report
I recommend founders to test and see if and what media type works for their company. After you have tested online, print, TV, or other media, you can decide where to spend your marketing budget. Ask yourself if you would increase your investments. If yes, how do you finance that investment - this is a moment where you can evaluate the media-for-equity model.
TV has a unique ability to reach mass audiences. It offers an unparalleled level of brand awareness, which is why it remains a key channel for consumer-facing companies looking to launch new products or services. With this in mind, here are 3 tips for startup founders when thinking about a media investment deal:
1. Have clarity around what you want to get out of TV, and go after that single-mindedly.
2. Make sure you are operationally ready to scale. Broadcasting on TV will generate a huge amount of customer demand, and you want to ensure that you are in the best position possible to serve and monetize that demand effectively. You only get one opportunity to launch on TV; make it count.
3. Think about an omnichannel marketing strategy. TV is a fantastic amplifier for other forms of marketing, such as performance marketing.
Implementation of a Media for Equity deal doesn't resume only to advertising. It also means mentorship, access to know-how, and if done right, higher market share.
B2C startups are the best candidates for Media for Equity deals. The majority of the startups and scaleups that have done a Media for Equity deal are based on a B2C (business to customer) business model.
Media for Equity, as an investment model where media resources are traded for equities and capital between Media Groups, Media for Equity investment pool and companies, is quite popular in Western Europe in countries such as Sweden, Germany, Italy, United Kingdoms, Spain, Belgium.