TVSmiles, an app that rewards viewers for watching TV ads through its loyalty program, has closed a $7 million funding round.

French fund Ventech, a previous investor in the startup, has led the round with participation from additional investors, including, German Startups Group, and Brandenburg Ventures, among others. TVSmiles plans to use the investment to expand internationally this year.

TVSmiles’ technology recognizes TV ads from their audio signal and will automatically connect viewers with the corresponding brand campaign in the app. Interacting with the branded content gives users the opportunity to earn virtual currency, or “smiles.”

Users can then use their smiles to redeem rewards and gift cards through retailers such as Mediamarkt, H&M, and Amazon. TVSmiles claims that more than 50,000 rewards have been collected from retailers thus far.

The startup, which currently employs 35 people in Berlin, has over one million downloads and up to 100,000 daily users.

TVSmiles CEO Frederic Westerberg says, “This year we’d like to establish TVSmiles as the default second-screen advertising platform for all TV advertising companies and use the additional capital to launch the first international markets”.

Christian Claussen, General Partner of Ventech, added that with the advertising market at a “turning point”, he believes TVSmiles can help improve on how companies interact and build relationships with customers.

This story originally appeared on VentureVillage. Copyright 2014