The Addressable team. (Photo: Sarit Zeiler Cohen)
The company announces today, Tuesday, January 31, 2023, the completion of a $7.5 million seed fundraising round that will allow building additional capabilities for digital campaigns, speeding up the development of data collection and providing additional segmentation of blockchain users for additional social networks.
In fact, it is about consumption data in a key market segment that was not visible until today: token buyers, NFT traders, gamers, and anyone who has interacted in any way in the crypto networks.
Targeted advertising to users who are active on the blockchain
The company's development creates a link between anonymous crypto wallets and social media profiles, enabling behavioral analysis of the "real life" audience and targeted social media advertising only to the relevant profiles.
For example, a crypto marketer can advertise a crypto game or blockchain conference directly only to the Twitter accounts of crypto wallet holders.
The development allows marketers to define their target audience using simple queries (No-Code), analyze the audience's behavior to export a targeted advertising campaign to the target audience, and finally analyze the results of the campaign.
Audience segmentation according to the nature of blockchain activity
In the audience definition process, the marketer can describe the target audience based on blockchain user behavior.
For example: the balance of his right in dollars, the date of his last activity in the wallet, the blockchains in which he was active and the smart contracts against which he made transactions from a selection of millions of contracts analyzed by the company.
After that, the marketer can observe the behavior of the audience through the behavior of the profiles linked from social media and in particular in its demographic segmentation, interests and usage habits, in order to adapt a marketing message. All the information collected is stored in an encrypted and secure form in the company's databases, and the system exports only summary information which does not reveal any information on the individual.
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Israeli development with a global market
The company was founded by Tomer Sharoni, who serves as CEO, Tomer Shlomo, who serves as VP of Technologies and manages product development, and Dr. Assaf Nadler, who serves as VP of Research.
The product was launched at the end of 2022 and among the company's customers you can already find Polygon, Kryptomon and Immutable, the world's leading blockchain game companies, and Bancor, one of the oldest and well-known companies in the field of crypto finance.
Tomer Sharoni, co-founder and CEO of Addressable, predicts that "the unique ability to locate and advertise to blockchain users in various social media will enable the accelerated entry of public companies and brands into the field."
Dr. Assaf Nadler, co-founder and VP of research said that " "First and foremost, the ability to communicate with anonymous crypto wallet owners is critical to the growth of companies in the field.
In fact, without Addressable there is currently no solution to communicate with wallet owners who are functional customers but are not part of the company's managed community (for example:
Second, instead of investing budgets on "blind advertising", marketers in the field can improve advertising results by presenting advertisements only to target audiences that will be purchased with a high probability instead of broad audiences that are selected without sophisticated targeting. The combination allows marketers to accelerate growth and acquire additional users , with lower advertising budgets, and higher efficiency.
In addition, the use of the system allows the marketing people to get market insights despite the anonymity of the users, and a complete picture regarding the effectiveness of the advertising, from the advertising in the media and social media to the purchase on the blockchain. All these allow for planning and adjustment accuracy of the campaign in an unprecedented way in the field."
Omri Ben-David, a partner in the Viola Ventures fund, thinks that "the development solves a fundamental problem for companies that want to understand their audience that is active on the blockchain. It allows marketers to connect the dots between the activity on the blockchain and that which occurs on social networks, to enable targeted advertising with Better results in terms of sales and return on advertising expenses."
Richard Muirhead, Chairman and Managing Partner at Fabric Ventures concludes: "Addressable's marketing capabilities allow marketing teams to reach new audiences in a targeted and efficient manner, and this is huge news for an entire industry that has been longing for this for a long time."
Marketing and digital
MarTech
Tags
Crypto
digital marketing
Blockchain