Ad Dynamo takes on Google through personal service
Google has a dominant position in the global online advertising market, generating revenues in excess of $30 billion per year.
A small South African company called Ad Dynamo has taken on Google in the contextual advertising market in South Africa, and has been successful in convincing numerous large clients to direct some of their marketing budget towards their platform.
Ad Dynamo was formally launched in early 2009 by Entelligence and Remgro’s venture capital fund, Invenfin, which holds 50% each in the business.
Only two years later and the company’s South African operations are already “very profitable”, says Ad Dynamo CEO Sean Riley. “The business as a whole generates healthy revenue and we anticipate being profitable as a global business late 2012.”
Riley said that they have partnered with websites like Private Property, Hello Magazine, and Glam Media to display their ads. Their clients include most large South African advertising agencies, Red Bull, Microsoft, Vodafone, MTN, Standard Bank, First National Bank and Ackermans.
To take on a large international player like Google is not easy, especially with the search giant’s superior reach and excellent automated advertising systems.
Riley says that the secret to Ad Dynamo’s success is personal service. “We service every publisher and advertiser personally. That is a major differentiator – no customer is too small,” says Riley.
Riley says that they are in the process of raising more funding, which will be used to further develop their South African business and to mature their international markets – namely Spain, UK, Netherlands, Germany, Turkey, and Ireland.
“Africa is also becoming more prominent for us and we already do quite a bit in Nigeria,” said Riley.
Loading ...