Myntelligence ended 2020 with 132% growth, alongside 72 million euro in global advertising spend through its platform, and an increase in the customer portfolio
The company’s 2021 business strategy includes expanding into the SMB market with the aim of democratising access to digital advertising technology and integrating TV planning. This will allow its customers to manage their entire advertising budget via an Advertising Automation solution.
Milan, 28 January 2021 — Myntelligence, owner of Adding, the Advertising Automation Platform, “closed 2020 with about 72 million euro in global advertising spend through its platform and a trend pointing to 40% year over year growth in 2021”, says Massimiliano Frank, Managing Partner Finance, Legal & HR.
The customer portfolio also increased, extending its reach to industry leaders including: Dompé (Pharma), Illimity (Finance) and TIM (Telco). “The pandemic scenario, that began in 2020, has been a wake-up call for companies that they have to speed up the change process and at the same time explore other areas where they can increase efficiency and cut costs”, says Massimo Fontana, Managing Partner Client Execution. “Many companies realized that their operating model for managing media budgets were outdated and that it was time to replace their internal processes with a new media flow management solution, recognizing the enabling role of technology in the process of digital transformation, which is now an absolute must. This is exactly why brands are now able to satisfy their need to lower costs, increase profits and shift to in-housing, i.e. to conduct advertising operations within the company for greater governance and ownership of the business”.
The fact that in-housing is fast becoming a necessity for companies is backed up by 2020 data revealing that 78% of companies already had an in-house team, 36% of which use a hybrid model relying on the support of an outsourcer. In-housing offers a number of advantages: 58% report an increase in ROI and 41% say they use data in a better way[].
“We are confident that the demand for access to innovative technologies to make the entire media lifecycle more efficient and functional will continue throughout 2021. Furthermore, the results of the adoption of Adding show that companies have been able to optimize operations by up to 35% and reduce CPX by up to 40%”, continues Fontana.
“Adding”, explains Carlo De Matteo, Managing Partner Product & Marketing and Co-founder, “allows companies to orchestrate advertising investments both on AdTech platforms and on more traditional online media using a multi-channel approach. Thanks to automation and an artificial intelligence-based recommendation engine, Adding optimizes advertising campaigns, allowing advertisers to increase efficiency by reducing the time spent on operational and repetitive tasks. This turns the management of digital advertising from a cost centre into a profit centre, thereby producing a real value for the entire business.”
Building on the experience gained in the enterprise sector, Myntelligence foresees two major innovations in 2021: on the one hand, to make its Adding platform available to SMBs, opening up this market segment to offer everyone the opportunity to use a technology that can help them grow with simple and effective media planning and buying and, on the other hand, to allow those who already invest in television advertising to be able to leverage their digital investment as information to better balance the media-mix and to enhance the effectiveness of their digital campaigns in conjunction with TV.
