Adimo, a global specialist in shoppable marketing solutions, has announced a strategic partnership with FirstPartyCapital. This collaboration marks another milestone for the Glasgow-based company, listed in our MarTech 50 ranking this year. Adimo was founded over a decade ago with the purpose of enhancing the e-commerce capabilities of brands’ websites. Today, it offers a wide range of consumer packaged goods, electronics, health and beauty, and DIY brands the opportunity to monetize various forms of media such as display advertising, video, social platforms, and connected TVs.
Through interactive ad formats, Adimo provides real-time pricing and product availability information, enabling consumers to add items directly to their online shopping cart at their preferred retailer. Additionally, Adimo offers suggestions for nearby offline purchase locations. The extensive and privacy-secure data collected from shoppable marketing campaigns allows brands to analyze consumer behavior and optimize future advertising strategies on Adimo’s analytics platform. This insightful data analysis helps brands prepare for the upcoming deprecation of third-party cookies.
Adimo has established partnerships with renowned consumer brands including Nestle, SC Johnson, Beyond Meat, and Crown Paints. In line with their commitment to growth, Adimo has recently secured additional funding from FPC, an early-stage venture capital firm specializing in AdTech, MarTech, and digital media. This funding comes alongside contributions from existing investors, including Scottish Enterprise.
CEO Gavin Stirrat acknowledges the growing importance of commerce media as a largely untapped opportunity for brands amidst an uncertain economy. Stirrat emphasizes the need for ads to drive performance and not just build awareness. The investment from FPC, coupled with their extensive network, will support Adimo in meeting the increasing demand for commerce media solutions. Adimo aims to create better ad experiences for brands and deliver improved return on investment. Their goal is to empower brands to make their products and services shoppable.
FirstPartyCapital’s Managing Partner, Rich Ashton, acknowledges that commerce media is a nascent category with significant potential for consumer brands to capitalize on untapped purchase journeys through shoppable media. FirstPartyCapital is impressed by Adimo’s innovative approach and their attractive SaaS licensing model. As Adimo embarks on ambitious growth plans, FirstPartyCapital looks forward to supporting Gavin Stirrat and the Adimo team.
Overall, this partnership reinforces Adimo’s position as a leading global provider of shoppable marketing solutions and highlights the growing importance of commerce media in driving brand performance and improving the customer experience.
