Adomni, TikTok, and Screen Power
Jonathan Gudai is the co-founder and CEO of Adomni, which has developed a state-of-the-art platform that enables digital marketers at brands and agencies to make smarter and faster media buys on screens in the real world. Adomni has connected 37 screen types ranging from large format digital billboards to digital screens in retail locations, gyms, bars/restaurants, and more.
We had previously reported on the growing trend toward advertising in car services (like Uber), but that’s just the tip of the growing OOH ecosystem.
Adomni’s platform now features an impressive 1,000,000 screens throughout 50 countries and, like other forms of digital media buying, enables brands (and their agencies) to instantly push out campaigns and measure the performance results.
The proprietary new system developed by Adomni is called Video IRL. It uses mobile location data to optimize the delivery of digital ads in the real world, including OOH advertising. They also offer complimentary creative services to generate or remix ad content that is purpose-built for screens.
Adomni’s proprietary campaign algorithms analyze several characteristics, such as impressions, spend-potential, and audience scores per real-world screen location, to deliver the right ads on the right screens for the brand’s ideal audience.
More than $50 million has been invested in the platform to date.
We learned recently about a strategic alliance between TikTok and Adomni and sat down with Gudai to talk about how and why it came about.
How did TikTok find you, and what are you doing with them?
“As you may know, TikTok has more than 1B active users who spend more than 90 minutes a day on average on the platform.
TikTok had already dabbled with extending the reach of its content with a real-world publisher called Atmosphere, and that sparked the idea of formalizing a new program for both content and advertising. They realized that 2B screens exist beyond consumers’ phones and wanted their advertisers to have more options to display their TikToks.
In October 2023, at Advertising Week in New York City, TikTok launched a new program called “TikTok Out of Phone.’
Because the content on TikTok is so authentic, bringing its creativity to the real world is a natural extension and packs a punch as a complement to traditional brand messaging on larger screens.”
What brands are using it, and how?
“CeraVe brought creators to the big screen in Times Square. Creators were so excited to see themselves ‘super-sized’ that they shared TikToks of themselves in front of the billboard, creating a full 360 loop from mobile to real-world.
Wendy’s announced the return of the Peppermint Frosty during Bravocon.
During Las Vegas F1, Activision shared Modern Warfare content.
These are just a few of the recent examples, and more are coming up!”
What are your plans for the future at Adomni and in the OOH space?
“As Gen Z is now the largest generation in the world by headcount, accounting for 40% of consumers in the U.S., we recognize the importance of connecting with them and catering to the unique ways that they consume content.
Although platforms may evolve, people still trust others, especially those they know and like. It just takes more touchpoints for a brand to get a message across in today’s day and age. We believe that the people-forward approach to content and media is here to stay. Adomni’s mission is to transform the content and media experience with creators/influencers on bigger screens that deliver bigger impressions. Keep your eyes peeled for more human-centric content showing up in new ways in the real world.”
