Media-for-equity fund Scaleup Mediafund has secured two new investments as part of its current $15 million funding round, providing brands with advertising and paid media in return for equity.
The latest deals are financial comparison site Finder and ASX-listed life insurance specialist NobleOak.
Scaleup Mediafund partners with publishers, outdoor advertising firms and broadcasters to provide businesses with discounted advertising and marketing inventory in exchange for equity.
This model gives brands to access high-impact advertising and marketing inventory, reaching every Australian household and target demographic.
“Scaleup Mediafund continues to offer consumer-facing brands affordable access to high-impact branding and advertising opportunities in exchange for equity,” said investment principal, Michael Lamont.
“By doing so, we help businesses build their brand, attract new customers, and accelerate growth.
“We have now completed six investments in this current funding round, demonstrating that more businesses are proactively leveraging media-for-equity to achieve their growth objectives. We anticipate completing more deals in the coming months.
“With Finder, it’s important to recognise the role that the brand’s media agency, Frontier Australia, played in structuring the deal and recognising the vital role Scaleup Mediafund plays in brand building.’
Frank Restuccia, co-founder and CEO of Finder, said Scaleup Mediafund’s unique proposition provides premium advertising channels to expand brand awareness and reach.
Anthony Brown, CEO of NobleOak, said the investment will help build brand and support more Australians.
“This strategic approach will reinforce our position as the fastest-growing direct life insurer in the country,” he said.
Scaleup Mediafund’s investors have since launch committed more than $45 million in advertising and marketing inventory to support Australian brands.
The fund has backed 21 businesses to date, five of which have achieved acquisition or IPO milestones. Investors in the fund include News Corp Australia, NOVA Entertainment, Foxtel, REA Group, and oOh!media.
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