Advertising
See the pitch deck watch-to-donate adtech startup Good-Loop used to raise a $6.1 million Series A round
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- Good-Loop encourages viewers to watch ads by having brands donate to charity once the ad is over.
- The startup has raised a $6.1 million Series A round, led by Questus Capital Management.
- See the key slides from the pitch deck it used to convince investors to back its latest fundraise.
UK-founded watch-to-donate startup Good-Loop on Thursday said it has raised a $6.1 million Series A round, funding it plans to use to expand its US operations and further develop its programmatic advertising technology.
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Good-Loop, founded in 2016, gets viewers to watch ads by having brands donate to one of their charity partners once the video is finished.
Good-Loop
Good-Loop says the company sits within a multi-billion-dollar addressable market, which comprises brands’ investments in digital video, programmatic, and ethical advertising.
Good-Loop
The startup says that social responsibility has become increasingly important for global companies. “These big businesses know that they need to connect with consumers about social issues,” said Williams.
Good-Loop
“Brands want to do good,” said Williams. But consumers “find ads intrusive, interruptive, and annoying. So Good-Loop is about helping brands do good in a way that is also respectful and positive for the user.”
Good-Loop
The company’s flagship product is a watch-to-donate ad format. “This is essentially a ‘don’t-skip-to-donate’ proposition,” said Williams. “We will buy the ad space before that video, and you can skip it at any time, but if you choose to give that advertiser a little bit of your precious time, then you unlock a donation funded by the brand, and you get to give it to a good cause.”
Good-Loop
The company also offers “impact hubs,” which report brands’ social impact in real-time, and a green advertising infrastructure. “We can help brands measure and offset the carbon costs of their entire digital advertising,” said Williams.
Good-Loop
Good-Loop works with major brands including Coca-Cola and Unilever’s Dove.
Good-Loop
The startup says it has helped raise $5 million for charities worldwide.
Good-Loop
The company said it generated 5.4 million pounds ($7.3 million) in revenue last year, which was up 170% on 2020.
Good-Loop
Good-Loop says it helps remove the friction for brands to do good. “Brands are already making big commitments to carbon neutrality, diversity and inclusion,” said Williams. “So we help them take these commitments from boring PDF board reports to real-life action.”
Good-Loop
Williams says that advertising is an industry ripe for disruption. “We want take the disruptive nature of ethics and sustainability and bring it to this market,” she said.
Good-Loop
Good-Loop wants to take companies’ commitments to brand safety — ensuring their ads appear in desirable environments — and expand that to include brand ethics. Williams said that this will help “brands to buy media that’s good for their consumers, good for their planet.”
Good-Loop
The startup said it will use the funds raised from its Series A to expand its US operations, where “deal sizes are 2.5x larger,”, according to Williams. The company also wants to further develop its programmatic technology stack.
Good-Loop