Latin Interactive World: How Digital Ventures Europe Helps Latin Ad-Tech Companies
Oded Lida Greiss (photo) is the founder and CEO of Digital Ventures Europe, a company founded in 2013 and based in Barcelona, Spain, whose mission is to help technology companies obtain scalable solutions to expand into global markets, including ventures like Datorama, Innovid and SparkFlow. We interviewed Oded in order to find out more about the services his company provides to technology companies in Latin America and the U.S.
Lorena Hure contributed to this article.
Portada: Can you please explain who backs Digital Ventures Europe?
Oded Lida Greiss, CEO: "Digital Ventures is privately owned and backed by private investors."
Portada: What companies does Digital Ventures invest in and work with?
OLG : "Digital Ventures portfolio is composed of two kinds of companies: partners and young startups.Partner companies, in an advanced stage, are where Digital Ventures helps to expand their business to international markets.
In This group you will find the following companies:
- Datorama – Digital Ventures is their partner for expanding their business into Spain, Portugal and Latin America.
- Innovid – Digital Ventures is their partner for expanding their business into Spain and Portugal.
- Spark Flow - Digital Ventures is their worldwide partner for expanding their business into International markets (Excluding Latin America)
The other group is made up of young startups, where we perform as Angel investors and tutors.In this group you will find the following companies:
- mmuze, Hyper contextualize marketing – a young and promising company, which uses semantic algorithm to identify which products people are talking about across the web and where.
- Tuisy, Planning and Social Shopping App – a Very interesting App, which could change the way we plan our leisure activity.
- Mobeac, Beacon based micro localization marketing platform.
- Digitaland – High end production agency, specialized in Rich Media and experts on technology
Portada: In what areas of the Latin Digital Marketing World (namely, Latin America, U.S. Hispanics and Spain) do you see the most growth potential (from an investment perspective)?
OLG: 'Data, Video, Mobile (cross screen) and RTB are the current trends in digital Marketing, which will keep growing and fast. Localization based marketing is yet to come, but when it does, it will change dramatically all aspects of our lives."
Data, Video, Mobile (cross screen) and RTB are the current trends in digital Marketing, which will keep growing and fast.
Portada: In what areas of the Latin online video sector do you see the most growth potential in?
OLG: "I think online video has still long way to go in Latin America, as main players just started exploring this market. Interactive video will surely grow and DCO (Dynamic Creative Optimization) in Video."
Portada: Please explain a bit about the background of Datorama and what problems it tries to solve for agencies and brand marketers?
OLG: "Datorama was created by two main product owners in MediaMind (currently Sizmek), Ran Sarig and Efi Cohen, who joined forces with Katrin Ribant who used to lead the Arthemis project within the Havas group.The main idea was to create a disruptive technology, which could change the way marketing professionals access and manage their data.
In today´s landscape agencies and brand marketers are forced to use multiple platforms and environments such as Facebook, Twitter, YouTube, Adwords, DFA, Sizmek, Mediamath etc.Each platform generates huge amounts of data, but each one of them uses different reporting system, different data models, etc.As a result, modern marketers find themselves “drowned” in huge amounts of siloed data, in which they cannot make effective usage. The Datorama platform helps them integrate data from all these different sources and many others, into one coherent model enabling them to own their data, process and improve it, visualize it and effectively use it on a day to day basis.Being 100% focused on marketers, Datorama saves the typical headaches, usually related to the implementation process of general BI tools."
The main idea behind Datorama was to create a disruptive technology, which could change the way marketing professionals access and manage their data.
Portada: When you invest in a company, what do you like to see regarding the sector, features of entrepreneurs etc.?
OLG: "First of all, we look at the team! A company is never more, than the people who form it. Then we look for innovation and an idea which could fit into our portfolio, complementing the other technologies we deal with.Even if Digital Ventures Europe is less than two years old, technology companies in Latin America willing to expand their operations internationally, will be able to benefit from the broad experience of team behind this company, who (according to their web site) consider themselves as pioneers in the Digital Marketing arena."