London, UK and Helsinki, Finland – May 28, 2008: Creandum, a leading early-stage technology investor in the Nordic region, invests EUR 3.5 million into the social advertising intelligence innovator firm Xtract together with existing investor Eqvitec.

Xtract answers a real need in the advertising industry which is making the advertising in social media and mobile effective. By using Xtract, customers have seen the average ad income increase with as much as 82% and in mobile campaigns response rates have increased with 30%.

“Our solutions provide genuinely innovative ways to ensure delivery of the right audience to the right commercial message at the right time and to accurately report on the effectiveness of any campaign in an automated way, something that up until now was not possible,” said Kimmo Kiviluoto, CEO of Xtract. ”We are delighted to have Creandum join the company which clearly underlines the confidence in our offering and in the management team,” he added.

Staffan Helgesson, Managing General Partner at Creandum, said: “We are very impressed with Xtract’s success in the telecom sector where leading mobile operators use Xtract to increase revenues and reduce churn. We also believe that Xtract’s approach is unique from the traditional approach in mass advertising. The transition from the traditional static advertising to the more dynamic advertising is going to happen and the brand managers and advertising agencies understanding this change will be the ones surviving the transition to digital advertising. Xtract has a unique position to be one of the leaders driving this change.”