Wywy embraces Ecosystem Economics to go global
Breaking into the US marketplace in any industry is no easy task. But one startup from Germany is subverting that trend and has started to make tangible headway across the Atlantic following an ambitious acquisition.
Wywy, which provides ad tracking and analytics to media buyers, initially turned to the German Accelerator for a helping hand. The programme is specifically aimed at helping German businesses stateside and had recently expanded into New York, where wywy hoped to get a foothold in the advertising and media buying markets.
But the real leg-up came in June from the acquisition of the city's SecondScreen Networks. The company, which synchronises television ads with mobile devices, has the exposure to the US market that wywy needed.
Now the Munich-based business is looking to capitalise on the second screen phenomenon: situations in which people use second screens, like mobile phones, to engage with TV shows they're watching. It's busy developing new information-gathering software which targets second device hot spots and tailors ad spending accordingly.
Having recently raised $7 million, and with services also operating successfully in France, Britain and Italy, wywy is a promising David venture - and one to watch for the future.