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ITV AdVentures Invest

ITV AdVentures Invest offers TV advertising to leading, high-growth, digital-first companies in the UK in return for equity. This means that we're aligned to a company's success through our confidence in the power of TV to accelerate growth rapidly.

ITV is the largest commercial broadcaster in the UK, with high quality content and unrivalled reach across all relevant target groups. Our strong combination of channels enables different media strategies, encompassing a tailored selection of target groups, viewing patterns and UK regions. 

More than 400 consumer-facing start-ups have already taken advantage of media for equity investments across Europe, carried out side by side with venture capital funds. 

What are the benefits for your business?

£1m+ £1m+ premium media inventory for defined audiences across chosen UK regions.

Flexibility A flexible media plan, built around your strategy, which can be phased and adjusted in flight.

Opportunities Access to partnership, sponsorship and promotion opportunities.

Support Know-how and support regarding the deployment of ITV media from an experienced in-house team.

Partnership ITV as a strategic growth partner with aligned objectives.

Lean & fast Our investment process is lean and fast, adjusted to the requirements of startups and venture capital.

Which companies are eligible?

ITV exclusively invests in entrepreneurial companies that are VC-funded and those which are highly likely to benefit from ITV media, especially consumer offerings with mass market target groups. For example, we would consider businesses across ecommerce, fintech, agetech, pets, health and wellness, consumer goods and food. We are looking to partner with businesses that are seeking to scale rapidly with proven consumer operations. 

If your business is at an earlier stage, but you would like to understand more about TV, our colleagues in ITV AdVentures Ignite would be happy to speak to you.

Terms are subject to contract. 

Meet the team

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Niko runs ITV AdVentures Invest's activities as Fund Manager. He is a seasoned media investor and venture capitalist. He was responsible for co-founding Germany’s leading independent media for equity fund, German Media Pool, and brings significant experience from his industry background in media business models, sales, data and tech.

He has previously held senior positions within GfK, IBM, RTL and Upfront Ventures. Niko is a graduate from the London School of Economics, Goethe-Universität and Brown University and is the author of several publications about digital entrepreneurship.


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Lizzy manages ITV AdVentures Invest’s transactions with Niko, having co-established the media for equity programme at ITV. Since joining ITV in 2018, Lizzy has managed numerous corporate development and strategic projects across ITV’s direct to consumer, advertising and production businesses.

Her previous role in Transactions Advisory saw her leading financial advisory and due diligence engagements for private equity and corporate clients' transactions in the UK and internationally. Lizzy is a Chartered Accountant and speaks Spanish and French, having completed a BA in Modern Languages at Durham University.


Our first investment was in location app, what3words Limited. 

“what3words has seen a dramatic increase in the number of people using the system. Our work is helping individuals and businesses across the UK to make deliveries, meet friends, specify destinations for taxis and cars, but also to save lives. ITV can take our message of helping people to “know exactly where” to millions of homes. It's fantastic to have such a great partner on our mission to make the world a safer, less frustrating and more efficient place.”

Giles Rhys Jones, CMO, what3words

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Hot off the heels of our first investment, we concluded our second investment in the premium custom-fit menswear brand SPOKE.

"ITV is the perfect media partner for us at this crucial stage, as we seek to accelerate our growth and drive our brand awareness to the next level. We were impressed not only with ITV’s reach, but also the approach and flexibility of the media strategy which protects and elevates the SPOKE brand"

Ben Farren, Founder and CEO of SPOKE

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Our third investment is in fair utility price service ismybillfair.com.

“We know most people would prefer to save money with their current suppliers, and not have to go elsewhere. Our aim is to become the leading household brand for saving without switching. ITV reaches more households than any other commercial TV group in the UK and, combined with its near-perfect match with ismybillfair’s audience, we’ve found our ideal partner to fuel our growth.”

Alex Perrin, CEO and Founder of ismybillfair.com

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Our fourth media for equity investment is in the nutritional supplements startup Feel, a UK-based digital health startup on a mission to clean up and disrupt the dietary supplements space.

"To achieve our next stage of development, we looked for a leading media partner with a trusted brand and the broadest commercial reach in the UK. We are not here to create a brand for a select few; we want everyone in the UK to be able to benefit from our science-based nutritional supplements."

Boris Hodakel, Founder and CEO of Feel

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Our fifth media for equity investment is in Europe’s biggest new car marketplace carwow, which offers the fastest growing consumer-to-trade car selling service which it launched in June 2021. 

"We are very excited to be working with ITV and to have the opportunity to show even more people about how we can help them change cars in the coming years. We’re very proud to have delivered impressive year-on-year growth, helping more people find their next car, sell their old one and keep informed and entertained by our content."

James Hind, CEO and Founder of carwow

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Start your journey today

TV works. It’s as simple as that. We're open and on the lookout for our next round of partners, so if you’re looking to scale up and accelerate growth in a cost effective way, we'd love to speak to you. Email our dedicated team on adventuresinvest@itv.com.

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