It's with great pleasure that Monterosa today announced a new round of funding and the appointment of The Mill CEO Robin Shenfield as Chairman. The deal follows a successful period of expansion and adoption of the Monterosa LViS platform by broadcasters, brands and sports rights-holders. The fundraising was led by investment firm 24Haymarket and included Angel CoFund and Shenfield.
Marek Gumienny, a founding director of 24Haymarket, has joined the board, with Shenfield appointed as chairman. The investment will be used to expand Monterosa’s team across sales, product development and delivery, extending its already-global footprint in sports marketing, brand activation and broadcasting.
Marek Gumienny said: “We at 24Haymarket are very impressed with the early-stage adoption of Monterosa’s platform across the media spectrum from major international broadcasters to content producers, rights-holders and brands. We are delighted to invest in partnership with Tom and the rest of the team and to support their vision of continuing to build the pre-eminent multiscreen activation platform combining leadership in technology and creative solutions.”
Robin Shenfield added: “Mobile has become hugely relevant to brands, particularly where content can be synchronised and made relevant across multiple screens, including live television. The creativity that Monterosa has brought to producing engaging content, especially for sports and entertainment formats, is hugely impressive, as is their development of LViS, which is recognised to be the most robust, scalable and user-friendly platform in the world for developing real-time games and other applications.”
Monterosa’s success coincides with a huge uptick in the consumption of media on mobile devices and the increasing trend for content to be consumed simultaneously across multiple screens. Millward Brown’s AdReaction 2014 reports that the owners of smartphones and tablets typically spend a third of their time watching a “second screen” while watching television. By embracing the new consumer context and deliberately involving audiences in multi-screen social interactivity, brands can capture more attention and communicate messages closer to the point of influence, purchase and data capture.
Monterosa was established by McDonnell, Simon Brickle and Igor Loboda, all ex-BBC. The company’s early successes included Test The Nation, Endemol’s award-winning Million Pound Drop, ITV’s first second-screen app for the FIFA World Cup, and Channel 4’s Horse Tracker app for the Grand National.
The success of LViS has been widely recognised with a string of high-profile awards from BAFTA, the Royal Television Society, Broadcast Digital and the Sports Technology Awards. LViS has established itself as the interaction technology of choice for TV broadcasters including Channel 4, France’s TF1, Norway’s TV 2, Chile’s C13, The Voice producer Talpa, BBC Worldwide and Chime Sports Marketing. Monterosa and Channel 4 won the Best Broadcaster Technology award at the Sports Technology Awards for LViS-powered Horse Tracker in 2015.