“Exciting Times Ahead”: TotallyAwesome Raises $14.24 Million In Seed Funding
Australian digital advertising network TotallyAwesome, which focuses on kids, teens, and families, today announced it has raised US$10M ($A14.24M, debt and equity combined) seed funding from San Francisco based Partners For Growth and Singapore based boutique investment growth advisory firm Yefira Group specialising in adtech investment consulting.
TotallyAwesome enables a youth-safe digital ecosystem by curating a supply of media inventory for brands to engage with more than 500 million monthly active under 18-users across APAC, safely.
Studies suggest that every-day 175,000 kids come online for the first time and by the age of 13, each one will have 72 million data points associated with them. At a time when there’s never been more scrutiny over online data privacy, internet usage by under-18s now accounts for 40 per cent of daily traffic. This major structural shift has propelled the need for a proprietary and contextual data-graph that the advertising industry can rely on, and TotallyAwesome is uniquely positioned to reinvent the engagement relationship with younger audiences (under 18s) at scale, through its data-driven offerings – the Dynamic-Pricing-As-A-Service (DPaaS) and the Curation and Moderation Platform.
Through this new funding round the company aims to rewrite the current brand value exchange in the APAC region by investing in product development to evolve its enterprise advertising platform, ramp up hiring across its sales, data science and machine learning teams, as well as exploring strategic mergers and acquisitions to accelerate growth.
Having greatly increased its revenue and bolstered its headcount by 200 per cent over the last three financial years, TotallyAwesome will use the funding to solidify its position in a space where it has first-mover advantage, while expanding its footprint across key strategic markets such as Indonesia, Philippines, Japan and Australia.
Will Anstee (pictured right), CEO of TotallyAwesome said: “It gives me great confidence that ‘Venture Capital for good’ is gaining greater traction in our world at large and TotallyAwesome met that brief for both institutions. Additionally, the importance of cultural fit was at the top of my list when looking for both equity and debt partners. To this end, both PFG and the Yefira Group are a perfect match. Exciting times ahead.”
Karthi Sepulohniamm (pictured centre right), managing director of Partners For Growth said: “We are excited to have the opportunity to support TotallyAwesome’s growth today and over the coming years, as they deliver solutions to global brands to provide a safe environment for kids to interact with technology. We’re excited to help TotallyAwesome scale their platform which curates safe digital worlds for young explorers. We look forward to welcoming TotallyAwesome into our portfolio.”
George Kypraios (pictured left), CEO, Yefira Group added: “We are very proud to partner TotallyAwesome at this critical juncture by arranging the venture debt facility with Partners for Growth, as well as investing our own capital as an equity investment. TotallyAwesome is exactly the type of client we want to be associated with, one that is pushing innovation in the right direction within the adtech /martech industry but most importantly with purpose at its heart. This is just the beginning. Watch this space.”
The investment marks the company’s second major announcement in recent weeks, having previously unveiled TotallyPlay, the industry’s largest brand safe gaming platform for brands to engage with Asia-Pacific’s 450mn+ under-18 gamers.
TotallyAwesome is compliant with both COPPA and GDPR data privacy guidelines and regulations, with the company being a member of the kidSAFE Seal Program. The company follows the most advanced Government regulations protecting kids’ data and privacy, with its resident practising psychologist advising on what is age-appropriate and consequently helping shape its products and develop bespoke research solutions. This science-backed approach is combined with local language human moderators – including teenagers – to ensure brand safety and emphasise human interpretation over AI-based solutions.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.