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.
Media for Equity has been proven to be a successful investment model, offering new emerging companies and startups media inventory in exchange for equities or capital.
The media companies end up owning equities but instead of money, they offer advertising, the goal being reaching the widest possible audience.