Industrifonden invests in Burt

Stockholm, June 30, 2011: Industrifonden is investing SEK 14 million in Göteborg-based company Burt, which is developing an analysis tool for online advertising. The current owners are also participating in the SEK 20 million share issue. The money will be used to prepare the company for an international expansion and further develop Burt’s analysis platform, Rich.
 


Burt (www.burtcorp.com) is developing Rich, a tool to help leading brands, creative agencies and media to measure, analyze and improve online advertising. With Rich, users can easily analyze the environments where ads are displayed, see how many other ads are on each page and which ads have been seen by users. This is extremely valuable to both ad buyers – who can compare online with broadcast and print advertising – and media, which gain greater control over their most important digital revenue source, a market worth over 50 billion US dollars.

“There are no powerful tools available today totally focused on analyzing online ads,” says Johan Englund, Investment Manager at Industrifonden. “The result is wasted ad spending, lower advertising revenue and a poorer user experience. Burt is the first product to give users insight into how this can change.”

Burt was founded in 2009 by admen and entrepreneurs Gustav von Sydow and Gustav Martner. The company’s award-winning products to make online advertising more entertaining, clever and profitable have gained attention at conferences such as Techcrunch50, DEMO, Cannes Lions and Web 2.0. Released in 2010, Rich has already analyzed over ten billion ads and has been used by SAS, Bonnier and Stampen, among others. In addition, pilot projects are under way in a number of other markets in collaboration with world-leading creative agencies.

“We are very pleased to have Industrifonden as an investor,” says Burt CEO Gustav von Sydow. “Their financial strength, combined with having built QlikTech into a world leader in analysis, will give us the opportunity to accelerate our expansion and finally be able to handle all the customers who have waited to get started.”