Mobile App Marketing Platform Trademob Raises $15M Series B Led By Kennet Partners

Global expansion doesn’t come cheap, and to that end, mobile app marketing platform, Trademob, has raised a Series B of $15 million led by Kennet Partners. Specifically, Kennet has invested $12.5 million into the Berlin-based startup, with additional funds coming via what is effectively a follow on round from existing investors, Tengelmann Ventures, and High-Tech Gründerfonds. The company isn’t being transparent about its previous funding — as many European startups are wont to do — but says that it’s “low seven digits USD”, which could mean this is more like an A round, but whatever.

Trademob has also announced that Michael Elias, managing director at Kennet, and Hillel Zidel, director at Kennet, will join Trademob’s board of directors.

Founded in 2010, Trademob essentially has two strings to its bow, both of which are aimed at helping mobile app makers get their wares in front of more users, through better marketing campaigns and, ultimately, visibility in the corresponding app stores.

Firstly, the company offers a product to track mobile app marketing campaigns to better understand how they are performing and where traffic is coming from (e.g. ad networks, email, Facebook, websites, etc.), through to the actual app download, and post-download conversions, such as registrations and in-app purchases. In that sense, it reminds me of Adeven’s offering, which I wrote about recently.

Secondly, Trademob connects with over 100 ad networks, such as Admob, Inmobi, Millennial Media, GDN, to offer optimisation technology to help plan and improve the success of campaigns by automatically analysing and tweaking variables, such as ad network, publisher, timing, and other campaign details. The aim is to increase ROI by ensuring that not only are users recruited, but that they are more likely to be active, too.

It claims a reach of more than 500 million smartphone users in 190 countries, while its clients include eBay Classifieds, and Universal Music.

“Trademob has rapidly developed a leadership position in the large and fast-growing market for app marketing,” says Kennet’s Hillel Zidel, in a canned statement. “Trademob is a great example of the type of founder-led, capital-efficient business that we like to invest in.”

Trademob has offices in Berlin, London, Madrid, Paris and New York, and claims “double-digit monthly revenue growth” since it launched in November 2011, making it “one of the leading app marketing platforms in Europe”.