The Start-Up Adcities arrives to break the rules of outdoor advertising

External advertising is immersed in a complete technological revolution and a clear example of this is Adcitiesthe new digital platform that comes to break the rules of exterior advertising so far known.

Specifically, Manuel Ferreira Lorenzo, CEO of Adcities Y Jacobo Peleteiro Lumbreras, Cto From the company, aware that exterior advertising in Spain was quite limited to large multinationals and with a scarce or zero digitalization, they decided With the aim of planning, marketing and measuring advertising campaigns out of home.

What is Adcities?

«It is a product with functionality of platform That allows media and brand agencies to plan and hire advertising based on real data time, 100% digital, something that so far did not exist. That is, we facilitate the purchase, management and measurement of advertising campaigns in public spaces, providing tools that simplify the entire process and make it much more accessible and justifiable for all ecosystem actors. In summary, the brand can launch advertising campaigns in exterior spaces, connect with its ideal audience and measure the results in real time thanks to the Adcities digital platform, ”explains Manuel Ferreira, CEO of Adcities.

In this way, Adcities connect to all OOH ecosystem actorsoptimizing advertising investment through the use of advanced metrics and data in real time, to guarantee the maximum performance of each campaign. That is, not only offers an integral management platform of the campaigns, but also seeks democratize access to outdoor advertising.

On the side of the demand on the platformfacilitate the access of brands and media agencies of all sizes to strategic advertising spaces in the streets. On the side of the offerallow owners and exclusivists of exterior space Its assets: Taxis and VTC fleets, Delivery Riders Motorcycles, Vacational Renting Flees, etc. “The latter is analogous to how Airbnb allowed ordinary people to monetize their floors by connecting them with the rest of the world in a 100% digital way,” the founders stand out.

«In addition, we have Advanced metrics Thanks to our pioneer tool, with which we can provide real -time data and analysis, allowing companies to understand the market price of each support and measure the impact of campaigns, as well as optimize companies budgets and improve advertising performance », adds JACOBO PELETATETA, CTO OF ADCITIES and expert in the Machine Learning and IA area since 2012.

The metrics are collected and showed through a Dashboard or Interactive Panel in Real Timedeveloped by ADCITIES for each campaign. The corresponding brand or agency may access this panel, which provides data such as heat maps that reflect the impressions at specific points of the map, the total demographic distribution impacted and the real CPM of the action, including the possibility of making a digital retargeting on public phones impacted, among others. Thanks to this, advertisers for the first time can justify the price of your investments abroad.

So far, the company has already taken several advertising campaigns through the Public transport vehicles vinylsupports that offer an outstanding visibility of the brand while traveling through the streets of the city, reaching a wide and diverse audience. In addition, this support allows new possibilities, such as performing special actions and immersive experiences within vehicles to enhance the user’s impact before the campaign in question.

Specifically, the two campaigns carried out so far correspond to Donuts and Iberdrola. Both have lasted a total of 4 weeks during the Christmas season and have involved a total of 50 vehicles each who have traveled the streets of Madrid, reaching 7.594.870 y 7,532,377 impressions, respectively.

What are Manuel Ferreira and Jacob Peteteiro?

Manuel Ferreira and Jacobo Peleteir The external advertising sector still had a long way to go.

Manuel (25 years) He studied industrial engineering in Malaga and then physical at the King’s College in London and, when he returned to Spain, he began working in a family business, where he provided GPS services and management of business fleets with vehicles: “I was touring the different towns of Spain with a car for months selling locators to truckers and other transport professionals, ”says Manuel. It was here that he was aware that all those professionals who worked daily could improve their monthly benefits if they simply implemented advertising to their vehicles and took advantage of the immense amount of real -time data that they were generating through the use of those locators.

And this is where, after reflecting this idea, he put it in common With Jacobo (34), Expert Engineer in the Machine Learning and Artificial Intelligence area since 2012, who had developed most of his professional career in the United States, where he had already mounted several advertising and marketing startups and had worked as a product director In multinational giants such as Upwork, the world’s largest talent marketplace, or the original Picpay Fintech of the original bank, the largest financial surpass in Latin America.

Thus, both began to shape this project that today is Adcities, which is also born of everything Jacobo had learned in the US, where external advertising was booming and, advertisers, saturated from the digital world, were looking for new innovative channels .

A highly qualified team

In addition to the two founders, Manuel Ferreira Y Jacobo PelegatelaAdcities today has A set of teams with bases in Spain, America, India and Brazil. Similarly, Adcities also has Concha Gil Ruizwhich was a commercial director and marketing of TPI yellow pages and general director of Publimedia (ACS-DRAGADOS), which joins the team as Commercial Director.

But, until reaching this, Adcities has gone through several phases, including a financing round in which they built a million dollars. Among investors, it is worth highlighting the investment fund Demiumas well as different professionals in the advertising and mobility sector that support them as Advisors, such as Ester García Cosínformer CEO of Havas Media; Fernando Rodríguezformer CEO of Grupo Publicis; Antonio García Urgelésformer commercial director of Vodafone worldwide; Elena Álvarez Riveroex Sales and Strategy Director de Meta (Facebook); Juan Manuel Gómez Sernavice president of Iberdrola and founder of Cerealto Siro Foods or Ramón Ledesmaformer Deputy Director of Regulations and Resources of the General Directorate of Traffic (DGT).