ITV invests in carwow
March 9, 2022
ITV has announced it is investing in a partnership with European car marketplace carwow, in return for advertising inventory across ITV’s channels and the ITV Hub.
Marking ITV’s first media for equity investment in 2022, the carwow deal follows four similar investments in 2021 via the programme.
As part of the deal, ITV is acquiring a minority stake in carwow, valued at £2.5 million in return for advertising inventory, with an option to invest a further £2.5 million.
ITV joins other investors in carwow, including Vitruvian, Balderton, Accel, Hercules Capital and Daimler.
Niko Waesche, Fund Manager of ITV AdVentures Invest, said: “We are delighted to be partnering with carwow. The team has demonstrated a deep understanding of both content and commerce, helping car buyers and sellers across the UK, Spain and Germany. carwow is the go-to household brand for objective and entertaining car reviews and this guidance is essential for consumers, particularly as many people transition to electric vehicles.”
James Hind, CEO and Founder of carwow, added: “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. We look forward to deploying our first campaigns with ITV right away and building out our presence quickly over the months ahead. Any car owner can benefit from our offerings and given ITV’s unique reach to households across the country, they were an obvious partner for us.”