Amadeus et al. in $25m round for Unruly

Greg Gille
04 January 2012

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Amadeus Capital Partners, Van den Ende & Deitmers and the Business Growth Fund (BGF) have invested $25m in UK-based social media business Unruly.

This is the company's first round of institutional funding. The three investors will together hold a minority stake in the business. The fresh capital will be used to strengthen Unruly's position on the European market, expand its US presence and establish a footprint in Asia.

Amadeus stated it was attracted by Unruly's proprietary technology and aggressive global growth strategy. Meanwhile Van den Ende & Deitmers highlighted favourable growth prospects for the online video ad market.

Company
Founded in 2006, Unruly distributes sponsored video content for media agencies and brands through a network of more than 10,000 publisher websites, platforms such as YouTube, Facebook and Twitter, blogs, and mobile applications.

The London-based business is profitable and posted a $25m revenue in 2011.

People
Richard Anton led the deal for Amadeus. Van den Ende & Deitmers and the BGF were represented by Martijn Hamann and Marion Bernard respectively. All three investors will join Unruly's board of directors.

Advisers
Equity – Taylor Wessing (Legal); Berwin Leighton Paisner (Legal); Baker Tilly Corporate Finance (Financial due diligence); Hampton Court Capital (Commercial due diligence); Transition People (Management due diligence).
Company – Torch Partners (Corporate finance); Orrick Herrington & Sutcliffe (Legal).