My big idea: Adtech platform Aryel

‍Hi Mattia! What's your elevator pitch?‍

Aryel is a fast-growing AdTech scale-up on a mission to revolutionise advertising by making it anything but boring. We enable agencies and brands to create, distribute, and optimise ad campaigns using immersive technologies like 3D, augmented reality (AR), and virtual reality (VR). Whether through our self-service platform or managed services, we deliver high-performing ads tailored for the next generation of users. Uniquely, we're the only provider of In-Banner AR Rich Media that can be distributed programmatically, fundamentally changing how immersive ads connect with audiences.

Our innovative formats don't just engage; they collect data at a creative level, offering detailed insights that enhance campaign optimisation and overall creative effectiveness. On top of that, our AI Insights feature employs advanced AI to analyse audience emotions and facial reactions, supercharging targeting strategies so that ads are not just seen but deeply resonate.‍

Why does the market need it?‍

Breaking through the digital noise is tougher than ever right now. Traditional ads often get ignored or skipped, no longer holding attention as they used to, leaving brands unable to build lasting relationships with their audiences. We saw this challenge and wanted to find a solution. With Aryel, we give brands the tools to create engaging ads that genuinely captivate audiences with memorable experiences, driven by comprehensive insights like emotional responses and facial reactions. Aryel is also fully compatible with the latest programmatic standards, allowing seamless integration with major DSPs and publishers.‍

Where is the business today?‍

We’ve come a long way since we started. After raising €3.7 million in seed funding, we’ve successfully grown over 250% year-over-year since 2020, and have expanded our team to over 50 amazing people spread across Milan and London. Currently, we’re thrilled about taking Aryel to the international stage. We’re focusing on key markets like France and Germany, with plans to reach even more countries soon.‍

What made you think there was money in this?‍

It was a bit of an “Aha!” moment for us. We noticed that traditional advertising methods were losing their effectiveness, and brands struggled to engage audiences increasingly demanding more interactive and immersive experiences. Seeing how technologies like AR were capturing people’s attention, we realised that there was not just a market need but also a significant business opportunity.‍

What's your biggest strength?‍

I believe our biggest strength is how we seamlessly blend creativity with advanced data analytics, all while remaining fully compliant with programmatic advertising standards. We empower brands to continuously optimise their campaigns for maximum impact by leveraging holistic data, while also crafting immersive ad experiences that truly engross audiences. And because we're fully compliant with programmatic standards, distributing these ads across platforms is easy to scale and impactful.‍

What is the secret to making the business work?

I think the secret is effective distribution and commercialisation through the right partners and channels. By building strategic partnerships, we can reach wider audiences and break into new markets more efficiently. Working with established industry players amplifies our reach and also adds credibility. Targeting the right channels ensures our solutions get in front of the customers who will benefit the most. This approach doesn’t just increase our market presence; it drives sustainable growth and success for our business.‍

How do you market the company?‍

Our marketing approach is all about leveraging strategic partnerships, targeted campaigns, and PR efforts to showcase our innovative take on immersive advertising.‍

What funding do you have? Is it enough?‍

To date, we’ve secured €3.7 million in seed funding, which has been instrumental in fueling our rapid growth and technological advancements. While this funding has been sufficient to get us where we are, we’re always open to exploring additional funding opportunities to accelerate our growth and expand our offerings.‍

Tell us about the business model

Our business model is designed to be flexible to meet the diverse needs of our clients. We offer a pay-as-you-go system based on ad delivery volume, designed for businesses that prefer scalability. For brands seeking custom AR campaigns, we provide creative studio services. Additionally, we have a subscription service for those who want to manage their own AR campaigns via our self-service platform. This multi-tiered approach allows us to effectively serve both small businesses and large enterprises.‍

What were you doing before?‍

Before Aryel, our founding team was immersed in the worlds of consultancy and technology. We were always fascinated by how rapidly the advertising landscape was evolving, especially with the rise of immersive and interactive formats. It became clear to us that there was a significant opportunity to innovate, so we decided to take the leap and build a solution that could lead this exciting new wave in advertising.‍

Are there any technologies you've found useful?‍

We’ve found a range of business intelligence tools, such as Looker Studio really helpful at Aryel for keeping business KPIs and overall health under control. Sales intelligence tools like Lemlist, Apollo and Clay enable us to ensure our outreach is effective, and we use operations automation tools including Make to help streamline processes.‍

What is the future vision?‍

We envision Aryel as a pioneer in immersive advertising, continually pushing the envelope. We're planning to expand into new channels like DOOH, Connected TV, and Retail Media, which will allow brands to engage with audiences in even more innovative ways. Our ultimate goal is to help brands create connections that are not just deeper but truly meaningful, transforming the way advertising is experienced.