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New Digital Age meets Simon Kvist Gaulshøj, CEO of Adnami

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Tell me about Adnami – when was it founded?

Adnami is a fast-growing, disruptive marketing technology vendor, supplying globally-certified templates for the programmatic execution of high-impact formats. Our proprietary platform and solutions enable media companies and advertisers to transact high impact formats at scale, seamlessly. We offer control, transparency and standardisation to brands, agencies and publishers. 

The company was founded in 2017 by David Borring, Jens Holm and Jacob Bach, serial entrepreneurs founding several successful advertising and tech companies over the past 10 years. Today, Adnami has offices in Copenhagen and Stockholm, but it is in the process of opening offices in the UK, Germany and the US; each focused on facilitating creativity in the ad tech space with the purpose of driving higher effectiveness for advertisers and increased yield for publishers.

What is your background?

I’ve been in the industry for over ten years and have worked across Europe in roles spanning data, technology, sales and creativity. Previously, I was VP Business Development and Partnerships for Audience Project, and oversaw the company’s international expansion in Europe. I was also head of video publishing for Aol Europe and Publishing Director at GoViral. Today, I oversee the overall strategy and operations of Adnami. 

What is the vision behind Adnami?

Adnami’s offering is simple. It solves tangible problems for clients. We don’t need another SSP or another DSP or indeed more acronyms. But the industry does need to shape up when it comes to facilitating creativity in advertising.

We have become consumed by the tech and forgotten what advertising is about. Creativity is the biggest driver of sales while display, in our view, has largely been reduced to a tactical performance channel. It deserves so much more. It’s possible to build brand equity through display. We offer standardisation in order to facilitate ease of use and scale – providing a bridge into programmatic and enabling clients to harvest the benefits of automation.

Fundamentally, it’s about opening people’s eyes to programmatic display – showing that it’s not just about retargeting and that you can actually build brands with the right formats, by delivering captivating, engaging and impactful high impact solutions.

Why is this relevant today?

Our solution relieves marketers from inefficient and time-consuming workflows; workflows which prevent agencies and advertisers from shifting digital advertising spend from traditional display to high impact campaigns.

Today, this is needed more than ever. With Adnami’s proprietary solution, advertisers and publishers can trade high impact advertising at scale – just as easily as they are used to with standard display.

But ultimately, we are focused on facilitating creativity. This is not just another programmatic solution. Our formats offer something appealing to the senses. We remove unnecessary complexity in digital advertising, in recognition of the fact that creativity is the biggest driver of sales for advertisers.

For too long, publishers have outsourced the sales of their premium products to networks because managing programmatic is hard to manage in-house. Our solution makes it possible. 

What makes Adnami different?

Adnami is not just another programmatic solution. It enables ads that are appealing to the senses. Unlike our competitors, we only sell the tech, not the inventory. Along with clients, we are driven towards the same goal of enabling impactful campaigns.

This offers our clients greater value, control, and transparency. It also means that they don’t depend on a third party silo of data. We are not a network. With Adnami you get full control and transparency over your campaign, which can be delivered from your preferred marketing platform. The opportunity is to unlock the benefits of high impact advertising.

Who are Adnami’s key clients?

Adnami has grown consistently through the pandemic and saw 100% growth in the period between August and September alone. Indeed, in September, it ran over 1,100 campaigns for clients such as Heineken, BMW, American Express, Disney, Lego, Samsung and Red Bull. Clients across all verticals enjoy the high impact of Adnami’s tech solution, which can be leveraged by publishers directly and is relevant to a broad spectrum of sectors; from beauty and technology to  financial services and FMCG, as well as entertainment, retail and fashion.

What formats do you offer?

We offer a range of impactful and attention-grabbing formats for desktop and mobile, such as skins and scrollers. Some formats can leverage 80% of the browser height but user control is central. 

What are your thoughts on the state of digital marketing today? 

Up to 90% of digital advertising today is traded programmatically via global marketing platforms, but these platforms do not support effective transactions for high impact creative. For too long, publishers, for instance, have had to buy programmatic display from agencies or large networks.

With Adnami’s offering they are no longer disintermediated. It cuts out the middleman and dramatically increases the creative impact of programmatic display advertising, enabling greater control for publishers over their significant assets, and offering far greater creative impact for brands. Indeed, according to a study by Nielsen Institute, the creative execution contributes a whopping 56% of sales generated from digital advertising.

What are the company’s future plans?

We have received a seven-figure sum of investment to continue our significant expansion. Operations in the US and Germany will complement offices in Copenhagen, Stockholm and London in Q2 of next year. With this current round of investment, Adnami’s team of ten is also expected to grow to around 30 by this time next year. Times are changing and our offer comes as publishers are desperately seeking more control over their premium inventory, and more effective monetisation strategies. 

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