S4M raises $12 million to bridge gap between offline and online advertising

S4M, the company that focuses on driving digital to store campaigns, just raised $12 million in a Series B funding round. The round was led by Sofiouest with participation from existing investors Bpifrance and Entrepreneur Venture.

Earlier this year, S4m launched its FUSIO platform. It plans to use the funding to drive the development of its technology and focus on real-time features to measure traffic and sales in retail locations.

S4M was launched in 2011 by Christophe Collet – ex-Adenyo (a start-up that sold to Motricity for $100 million). Now, S4M counts 160 employees with eight office globally.

Among notable clients are Renault, L’Oréal, Pernod Ricard, Subway, and Levi’s and agencies.

eCommerce is an increasingly important channel for retailers and brands to boost sales. At the same time, 90% of global consumer transactions are still happening in-store. Both traditional and digital media channels are being broadly employed to help drive consumer engagement and sales.

However, the means to measure digital to in-store engagement and conversions are largely lacking. That’s were S4M’s FUSIO comes in. The tech platform crosses the online-offline investment divide by providing metrics of digital ad campaigns. A the same time, it measures the foot traffic into stores in real-time.

“Our store visit metrics are delivered by various partners to ensure that we are not judge and jury on our campaign results and effectiveness,” explains Stanislas Coignard, Americas CEO of S4M. “Clearly the industry is shifting paradigms in terms of attributing media ROIs and this new funding will allow us to be at the forefront of this disruption.”

The company recently also launched Dynamic Catchment Areas (DCA) as a means to geotarget audiences based on their brand affinity and travel distance into store on foot or by car.

S4M plans to use the funding round to help develop this technology further and expand its AI-based features. It’s all about eventually being able to measure and display consumer purchases in store on the platform in real-time.

“Technologies that can attribute and optimize digital campaigns based on real world measures, such as store visits, mark a major shift for the advertising industry. Brands and advertisers can be more confident that their digital investments align with their ultimate business objective – generating more sales. Financial investment in this space, to improve accuracy and quality, will be welcomed by the advertising community,” says Tom Cijffers, Chief Client Officer, USA at MediaCom.

Patrice Hutin, CEO of Sofiouest added that drive-to-store solutions are likely to drive future retail solutions. Sofiouest has also promised continued support for S4M’s endeavours.