Got Funds? SocialVibe, Legolas Bring Home Bacon


money_tree_small.jpgADOTAS – Social gaming marketing and the audience marketplace are proving hot commodities for investors — SocialVibe and Legolas were the beneficiaries of serious venture largess.

SocialVibe, ad tech company behind a good chunk of social gaming outfit Zynga’s ad revenue, closed a $20 million Series D round led by Norwest Venture Partners with participation from existing investors Redpoint Ventures, Jafco Ventures and Pinnacle Ventures. This brings the “brand engagement advertising platform’s” total funding to $44 million.

Through SocialVibe, advertisers reach out to consumers playing social games or obtaining virtual currency and reward them for their time engaging with an ad. For example, in exchange for interacting with a Kia ad, users received virtual currency for Zynga Games — on average, users’ spent three minutes with the ad. For all of SocialVibes’ campaigns, engagement averages 63 seconds with an 80% completion rate, while 41% visit a fan page or website and 15% share the ad with friends.

Audience exchange Legolas brought home $5 million in a series B round of funding led by Vahalla Partners with participation by existing investors Greylock Partners and Blumberg Capital. Legolas, which offers a platform where agencies and advertisers can make direct and guaranteed audience buys from premium pubs, will use the cash to expand its operations and improve service for its client base.


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