TV SMILES

About TV SMILES

TVSMILES GmbH, a Berlin-based entity founded in January 2013, operates a reward-based advertising platform designed to bridge the gap between television advertising and digital marketing. The company was established by co-founders Frederic Westerberg, Gaylord Zach, and Christian Heins. Their core business addresses the challenge of engaging viewers, particularly younger demographics, who are increasingly detached from traditional advertising methods. The business model is centered on a mobile application that gamifies the advertising experience. It captures viewer attention by using audio recognition to identify television commercials in real-time and then presents corresponding trivia games and quizzes to the user.

Revenue is generated by charging brands for these interactive campaigns. In return for their engagement with advertisements, users earn a virtual currency called "Smiles." This in-app currency can be redeemed for a variety of rewards, including vouchers and products from major retailers like Amazon and H&M, creating a tangible incentive for participation. The platform serves advertisers seeking to interact directly with their target audience on the "second screen"—the mobile device used while watching TV. Early clients included prominent brands such as Wrigley, Johnson & Johnson, and Mitsubishi.

Since its inception, TVSMILES has achieved significant traction, securing over two million registered users in Germany and the UK. Financially, the company has progressed through multiple funding rounds, including a $7 million Series A in March 2014 and a total funding of $12.6 million by its Series B round in 2016. Key investors have included Ventech, e.ventures, German Startups Group, and Mountain Partners. In December 2019, the development division and software assets of TVSMILES were acquired by PubNative GmbH, a subsidiary of Media and Games Invest (MGI), to bolster its mobile and connected TV advertising capabilities. TVSMILES now operates as part of the Verve Group's suite of consumer-first advertising technologies.