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BGF successfully realises stake in AI-driven adtech platform LoopMe

BGF News 01.20.2022
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BGF has announced a successful partial exit of LoopMe – a leading brand-focused mobile advertising platform. The business has been acquired by Mayfair Equity Partners (Mayfair), in a deal that has delivered excellent returns for all shareholders.

Funds advised by Mayfair are investing $120 million to acquire a majority stake in LoopMe that will value the Company at close to $200 million. The investment will see LoopMe continue to expand internationally whilst bringing innovative new products to market.

The deal will provide a successful realisation for BGF, which led a $17 million investment into the business in 2018 alongside Open Ocean, HV Capital and Impulse Ventures. As part of the deal, BGF will re-invest alongside Mayfair.

Founded in 2012, LoopMe has transformed the mobile advertising sector through the innovative application of Artificial Intelligence (AI) and Machine Learning (ML) technologies to optimize media campaign delivery in real-time. Through its outcomes-based technology platform, LoopMe drives both measurable uplift in brand outcomes and more effective targeting across online and offline marketing goals, including brand uplift, purchase intent, consideration, footfall and sales.

LoopMe’s services are currently available across mobile, connected TV (CTV), digital audio, digital out-of-home and other emerging digital advertising channels. The Company’s clients include brands, major holding companies and publishers such as dentsu, Publicis, WPP, Omnicom, Pepsi, Microsoft, Sony Pictures, Hyundai/Kia and WarnerMedia.

BGF’s funding was used to increase LoopMe’s international footprint in the US and APAC, and bring innovative new technology products to market. Over the last three years the business has achieved revenue growth of c.50% p.a., with the majority of revenues now coming from the United States. LoopMe has estimated gross revenues of nearly $100 million for full year 2021.

The transaction is expected to close subject to customary approvals in late January / early February 2022.

Tom McDonnell, investor at BGF, said: “We’ve been consistently impressed by the outstanding growth delivered by LoopMe to date, with the quality of technology and exceptional outcomes delivered for brands. We look forward to working with Mayfair and the LoopMe management team to help drive further growth and consolidate its presence in even more international markets as it moves towards the next exciting chapter of its growth trajectory.”

LoopMe CEO Stephen Upstone said: “BGF’s investment enabled us to fast-track our plans to rapidly expand the business and build our presence in key international markets. LoopMe has experienced phenomenal growth over the past ten years, particularly in the U.S., within the mobile video app ecosystem and now in CTV.

“As a leading data and privacy-compliant software platform delivering exceptional performance without the need for personal identifying data, LoopMe is poised for continued success given ongoing market developments with regards to data regulation and usage. We are excited to welcome the support of Mayfair Equity Partners as we expand into new geographies and add new product offerings around data and measurement.”