The start-up media futures market has raised initial investments from Marco Aarnink and Tim Geenen. “The market needs to be simpler. With us, you can buy directly from the operator,” said initiator Tijn Gimbrère.
The media futures market is a buying counter for new advertisers. Tijn Gimbrère and Jaap van Strien’s initiative is different from previous failed projects because it is independent. No one gets priority, and there is no repetitive agenda for shareholders.
“We have established contacts with seven operators and online and offline media. You can immediately see the available advertising space and the total and net prices. You buy directly from there. The receipts you create are based on multiple operators. Of course, you can still get advice from professional agencies, but we think advertisers increasingly want to spend their budget.”
The startup receives 5% of the transaction value from the operator.
In the current situation, the balance between advertisers and operators hangs in the balance. This is cut off by this system. “People no longer want to have long negotiations with intermediaries. Striving for the best negotiation is time consuming. It’s outdated, if you ask me. They want to get the price immediately and start using it.
Media futures market It is now in the public beta. The technology is being tested by approximately 20 customers. The investment without financial details will be used to further develop the product. This stage should be ready in mid-September, and the product can be officially launched. Ultimately, Gimbrère believes it will be able to connect dozens of operators.
In addition to Tim Geenen and Marco Aarnink, other informal investors also participated in this round of financing. Their names were not disclosed. However, the advisory board has appointed: Marc Duijndam, Patrick Alders, Klaartje Kuypers, Ana Henriques and Remco Bos.
An expected target group is advertisers who don’t want to go to media agencies because they are too expensive. In addition, some advertisers and performance agencies have cooperated with Google and Facebook for many years, but they have not been able to fully play a role in brand promotion. At the start-up stage, they can buy space from newspapers to bus shelters to movie theaters, as well as radio and television through a single interface. Basically everything except Facebook and Google.
“We are getting operators to regain their footing and make them directly approachable again. It is them who provide added value in the end.”
The advertising market in the Netherlands is about 2 billion euros per year, excluding the budgets of Facebook and Google.