The communication group Atresmedia has taken a strategic step by becoming a shareholder in the Spanish startup Wallapop, one of the main platforms of buying and selling second-hand products through mobile devices. This movement is carried out under the model known as “media for equity”, which allows startups to receive investment in the form of advertising space in exchange for equity stakes.
With this operation, Atresmedia joins other giants of the Spanish media scene, such as Godó Group y Zeta Group, which were already part of the company's shareholding. This synergy has resulted in a joint investment of 1,3 millones de euros in advertising space, which will be used in the various media that make up these three firms, including television, radio and print media.
Nationwide advertising push
Thanks to this collaboration, Wallapop launches its first nationwide advertising campaign, marking an important milestone in its growth strategy. The ads will be broadcast on Atresmedia's most popular channels, such as Antena 3 y La Sexta, and will be complemented with content in written media such as La Vanguardia, Sports world, Heart y Woman. This strategy multiscreen seeks to maximize the visibility of the app, attracting new users and retaining existing ones.
The average for equity provides an innovative solution for growing startups, making it easier for them access to advertising spaces that would otherwise be difficult to afford. In the words of Michael Vincent, co-founder of Wallapop, “This model allows us to achieve a key asset: visibility for the end user. The campaign we launched strengthens our position and optimizes results for our investors.”.
Wallapop: Innovation in the buying and selling of products
Since its founding, Wallapop has established itself as one of the most popular platforms for buying and selling second-hand products. Its use of the geolocation allows users to find products near their location, Streamlining transactions and reducing delivery times.
The platform stands out for its focus on management direct between individuals, eliminating intermediaries and offering an agile and dynamic buying and selling process. In just six months of operations, Wallapop was already moving more than 10 million euros per month in transactions, driven by a catalog of more than 2 billion products and a user base that exceeded one million in that initial period.
A booming market and strategic diversification
The second-hand market has grown unstoppable, and apps like Wallapop have transformed the way users interact with products. Mobile phones, clothing and fashion items are the most in-demand products, although the catalogue allows you to find everything from everyday objects to luxury products or unique collector's items.
Furthermore, Wallapop is not limited to this type of goods. It has managed to capture the interest of consumers with articles unusual, such as vehicles, antiques and objects that awaken the surprise factor, a key element in its advertising strategy.
The impact of the Media for Equity model
The “media for equity” It not only benefits startups, but also investment groups, who gain participation in businesses with high profitability potential. By Javier Nuche, general manager of Atresmedia Diversification, “This initiative fits perfectly with our strategy, focused on projects with great capacity to generate value and grow exponentially”.
On the other hand, this model reinforces Wallapop's vision as a market leader and helps not only to attract new users, but also to generate engagement with an already loyal base. Users become brand ambassadors, recommending the platform through the Word of mouth and social networks.
Advertising campaign: Walla!
Wallapop's first national campaign revolves around the slogan Walla!, an expression that reflects the amazement of finding something unexpected and surprising. According to Agustín Gómez, CEO of Wallapop, “This expression not only connects with our brand, but captures the excitement of discovery, something essential to Wallapop’s DNA”.
The concept of the campaign, developed by the advertising agency Drop & Vase, aims to highlight the essence of the second-hand market: affordable prices, diversity of products and the possibility of finding unique objects. It is aimed at a varied public, from lovers of the vintage and cool, to collectors and people interested in saving while finding products from recognized brands.
A growing community
Wallapop has managed to stay in the Top 10 most downloaded apps on both iOS and Android, thanks to its accessible and highly functional model. The user community continues to grow at an accelerated pace, consolidating the platform as a benchmark in the second-hand digital market.
The support of investors such as Caixa Capital Risk, the Bonsai fund, ESADE Ban and ENISA have also been crucial. These entities see Wallapop as a solid proposition, with an exceptional capacity to revolutionise buying and selling at a local and national level.
With this collaboration between Atresmedia and Wallapop, the future of the app seems more promising than ever, marking a before and after in the way of connecting buyers and sellers.