Digital advertising, claims DynAdmic, is facing a giant shortfall. Whereas people spend around a third of their web-surfing time watching video content, only a small slither of that video is monetized with online ad spending. Video content, says the France-based company, which also has offices in the U.S. and Brazil, is not crawlable like a web site, and ad-exchange transparency is almost impossible.
Enter Stephane Bonjean, and the team he has chaired alongside Bruno Champion since 2012. DynAdmic, which is funded by an industrial partner alongside Bonjean and Champion for a total of $1.2 million, is a marketplace for premium online video advertising. In that field, it has plenty of competition. What separates it from the rest is DynAdmic’s unique technology – a “video content recognition solution that helps identify viewers’ interests to serve the right ad to the right person,” according to Bonjean, speaking to Red Herring after his company’s success at the Top 100 Europe in Amsterdam.
“We compete with companies that propose a targeting solution for digital video advertising,” adds Bonjean. “But DynAdmic’s unique view of the user allow us to target at an extremely granular level, which is vital when trying to find unique audiences. It gives impressive uplift campaign performance and permits to properly use ad exchanges with no fear about quality, transparency, confidence and accuracy.”
In an addressable market currently estimated at $137.53 million, DynAdmic has been generating interest across the world for its offering. And the company has turned up some impressive figures: it has a video ad completion rate of 40%, a click-through of 2.5x and customer loyalty of 95%.
Considering that customer base includes such esteemed brands as Findus, Audi, Red Bull, BMW, and Lego, it’s unsurprising DynAdmic has been getting some pretty weighty recognition. Digiday deemed it a finalist in its best video technology innovation category this year. And the company was awarded Cristal Festival’s best startup marketing innovation last December.
Those gongs have translated to gross revenues of $8.2 million in 2014. Bonjean expects that figure to rise to $26 million next term. In 2016 gross revenue is projected at a fraction under $40 million, something that Bonjean attributes to five key factors: breakthrough technology, scalability, a great product, sales performance and market strategy.
And despite its current successes, there is no chance that DynAdmic will rest on its laurels in 2014 and beyond. “Our professional aim is to keep helping our clients,” says Bonjean. “We know successful brands are defined by their ability to create connections that drive loyalty and purchase. Our personal aim is to disrupt video advertising market. The video advertising is a massive, growing market undergoing a significant technology-driven evolution and we have the chance to participate.”