Mercurius Media Capital launches first $50M+ fund to invest media and advertising into high-growth US startups

• Media Capital is a proven venture model where growth-stage startups trade equity with media companies in exchange for mass market reach and expertise??
• Under the MMC model, media partners get access to a new category of advertisers, optimize ad inventory, and broaden revenue sources, while startups conserve cash and accelerate brand growth?
• The fund is led by former Times of India executives Satyan Gajwani and Piyush Puri, CFA with proven track records in investing in world-leading startups??

Mercurius Media Capital (MMC) has launched a new $50M+ independent media fund in the US. This fund strategically deploys the inventory of its media partners into brands with a robust presence in the US, aimed at expediting startup growth.?

Media companies including Sinclair Broadcast Group and TelevisaUnivision have contributed to the fund in different capacities. MMC Series 1, an open-ended fund, has recently closed. The Series 2 fund is being raised, with a wider range of media companies expected to contribute ad inventory to the fund. ? ?

Founded by media executives, Satyan Gajwani, Vice-Chairman of Times Internet, and Piyush Puri, executive VP of Brand Capital International & SBI Capital Markets – who between them have more than 30 years of experience in media, VC, and startups – Mercurius Media Capital takes a fresh approach to the distribution of media capital. The fund provides startups with media access and advertising with top-tier media companies across the US, in return for equity.?

MMC’s focus is on supporting rapidly growing U.S. startups and international brands entering the US market, facilitating their expansion and reach. MMC has invested in Deskera, a cloud-based accounting software backed by top-tier VCs including Softbank, and Edly, an edtech and fintech startup specializing in student income-based repayment financing. Additional investments are set to be announced in the upcoming months.?

Optimizing ad inventory, attracting a new category of advertisers, and diversifying cash flow?

The MMC model empowers media companies to invest early in high-potential brands, attract new advertisers, diversify cash flow, and mitigate risk, all while reclaiming their share of the $615bn advertising market increasingly dominated by Big Tech. In this way media companies can appeal to a new set of advertisers who may not have previously considered mass-market channels, helping them to diversify cash flow and move beyond traditional revenue sources, to offset risk in an ever-evolving advertising market.?

Improving runway, amplifying reach, and fueling growth??

According to @mediaforgrowth, a media capital investment platform, over 1,000 startups globally raised media capital to scale brand awareness and harness the reach of their media partners. Digital enterprises can conserve cash resources and extend their runway by opting for media capital, especially in the challenging fundraising environment. MMC offers startups unrivaled media reach, including nationwide linear TV, BVOD, and digital campaigns.?

Early-mover advantage??

MMC is an industry-agnostic media fund targeting consumer and enterprise SaaS companies including areas such as fintech, creator economy, edtech, and gaming founded by a team that has backed over 30 tech companies including Uber, Airbnb and Coursera, what3words, and Squarepanda.?

MMC’s investors leverage their considerable media experience, from the Times of India Group and Brands International, to provide portfolio companies with a media budget, planning support, and creative assistance. MMC’s board includes Jonathan Miller, previously Chairman and CEO of the Digital Media Group at NEWS CORP and FOX, Chairman and CEO of AOL, INC., President and CEO of USA Networks Interactive (now IAC); Michael T. Moe, founder and CEO of GSV Asset Management (GSV) and Naveen Agarwal CEO, NavDots LLC; 30+ years in leadership, board positions at public companies, startups including Boston Consulting Group and CNBC Councils Advisory Board & Tech Executive Council.?

The Founding Partners at MMC, said: “Startups face huge challenges to raise funding and reach their target audience. Our media capital venture model offers growth-stage companies tools to expand their reach and increase brand equity. We’re providing media value, while also fostering strategic partnerships with media companies, creating a mutually beneficial arrangement for media companies and startups. In this way we’re redefining the landscape of capital and media engagement, creating a synergistic ecosystem where innovative ideas flourish and brands become household names.”?

Rob Weisbord, COO and President, Local Media, Sinclair, Inc, said: “We’re pleased to be partnering with MMC to utilize our media assets to engage a new set of business clients to achieve their growth objectives. Satyan and Piyush have unrivaled experience in this space and we look forward to working with them closely.”??

As an open-ended fund, MMC plans to announce new media partners in the coming months and anticipates securing total media commitments exceeding $100 million by 2025.??

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Notes to editors:?

*This figure is based on analysing more than 414 rounds of financing for 149 companies with data sets compiled from Dealroom, Crunchbase, Europe Venture Capital Review, and Statista, who closed an investment between 2000 and 2021.?