Adimo builds commerce-media and shoppable ad technology that integrates with any form of marketing to make ads shoppable. Its interactive ad formats surface live pricing and product availability and let consumers add items directly to their basket at their chosen online retailer or receive suggestions for nearby offline purchase locations. The platform targets CPG, electronics, health & beauty, and DIY brands and works with global clients including Nestle, SC Johnson, Beyond Meat, and Crown Paints. Adimo sits at the intersection of retail media and commerce media and positions commerce media as an opportunity to convert missed purchase journeys. Management says the company will use new capital to accelerate growth, meet increasing demand for commerce media solutions, and help brands create better ad experiences that deliver improved return on investment. The company has secured additional funding from FirstPartyCapital alongside existing investors including Scottish Enterprise. Adimo provides technology that lets brands natively embed commerce functionality into digital media and content, shortening the consumer path to purchase and aiming to maximise conversion. The platform supplies real-time analytics that track products viewed, basket additions and revenue, and can attribute those events to specific marketing sources—capabilities the article notes were previously unavailable in awareness-based e-commerce marketing. The firm counts over 400 retailers as customers, including Nestlé, Coca-Cola, Arla, Kelloggs, PepsiCo and Danone, and operates in 60 countries across 40 languages. Adimo closed a $3.5 million seed funding round from Maven Capital Partners, Scottish Enterprise, GWC, ESM Investments and Galvanise Capital. Proceeds will be used to accelerate expansion into the US market and to scale the business globally. Richard Kelly, founder and CEO, said the company sees tremendous opportunity to expand its solutions in rapidly maturing markets such as the US over the next year. Adimo is a Glasgow, Scotland-based marketing technology startup that connects FMCG and CPG brands directly with consumers. Its solution lets shoppers add products directly to their online grocery baskets for later purchase and integrates with any form of marketing. The company works with consumer goods companies including Nestle, P&G and PepsiCo. Co-founded by Richard Kelly (Founder, CEO) and Colin Brown (CTO), Adimo intends to use new funds to accelerate expansion of its commercial team and global adoption of its solution. The startup secured £1m in funding from a group of investors to drive growth and commercialization.

Total raised

$5M

Funding rounds

3

Latest round

Seed

Latest activity

Mar 2021