Adriel brings automation to small business advertising – TechCrunch

Adriel is a South Korean startup that brings automated advertising tools to small businesses – and in recent months, it has grown in the US and UK.

It may seem like exactly the wrong time to develop an ad buying platform, as we are at the start of what is expected to be a huge decline in ad spend due to the COVID-19 pandemic. However, co-founder and CEO Sophie Eom told me via email that ad spend on Adriel rose 7% in February, then 6% in March, and she estimated that spend would increase by 8%. in April.

“We all know businesses are grappling with the uncertain economic situation with COVID-19,” Eom said. “And most are reluctant to hire agencies for their marketing and advertising efforts because of the high costs – plus the fact that many businesses don’t have enough knowledge about the right marketing processes.”

So why does Adriel keep growing? She explained, “We see that even in the midst of tough times, many startups and entrepreneurs are not giving up on their businesses. In fact, they are shifting their focus and investments towards more digital to reach their customers. “

As part of its response to COVID-19, the company is also donating advertisements to support small business customers in the San Francisco area.

Adriel’s technology automatically generates creative material and suggests keywords for ads, as well as managing targeting. But there is also a human team that reviews the campaigns and suggests ways to improve. The company does not charge fees or contracts, but charges a 19% fee on ad spend.

I first spoke to Eom in late 2019, when she was first developing Adriel in the US. In some ways it sounded like a familiar speech – I wrote about companies like AdEspresso (acquired by HootSuite) and Smartly.io (which sold a controlling stake to Providence Equity Partners last year), which also said whether they were optimizing or automating small business advertising. Additionally, Facebook itself has launched an automated ad generator.

Eom suggested that while there are tools that seem superficially similar, there is no such thing as Adriel (which was part of Facebook Accelerator Seoul), with its cross-platform support for managing Facebook ad campaigns. , Google and Instagram in one place, and with her focus on the real “long tail” of advertisers – she said the average Adriel customer spends a relatively modest $ 1,000 per month on digital advertising.

“We’re not just a self-service tool either,” she said. “We support and help our clients place their ad, which makes their campaign more successful. We are using technology to make all of these processes more affordable for more business owners. “

She added that Adriel has launched 7,200 campaigns for nearly 20,000 business accounts.


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Majorie T. Leonard

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