Ad-Lib.io's recent entrance into the U.S. put the company
through major changes in the past 18 months, such as appointing former Forrester analyst David Cooperstein to head of marketing, signing on a variety of major
brands, and Thursday's release of the latest version of the company's artificial intelligence-powered platform—one that allows brands to reuse the bones of
the creative for the campaign to start anew.
After working with major clients like Essence Global, Nestlé, Estée Lauder, Shell, and Reckitt, the latest release
of Ad-Lib.io platform enables marketers to reuse creative concepts for multiple campaigns across the globe. It provides the flexibility through artificial intelligence to automate and align each
creative with the target audience, channel and format.
Ted Gray, ad technology and innovations manager at Reckitt, believes Ad-Lib.io allows the brand to “ensure better
creative."
Ad-Lib.io's technology gives brands a code-free way to produce and run a variety of advertising variants across channels, formats and media platforms. It combines
creative production and media activation workflow and aims to eliminate silos and other key challenges. It also allows marketers to effectively create and execute ad campaigns that have in the past
required deep expertise, complex collaboration and many creative and media hours, variations and tests.
Revenue -- which grew for the company 128% in 2020 compared with the prior year -- is up
100% year-to-date in 2021, said Ad-Lib.io CEO Adit Abhyankar, who added that the company's growth, the move toward brands bringing creative in-house, the deprecation of ad-tracking cookies,
and the focus on digital-first thinking prompted the release of the platform.
Abhyankar ensures that the platform builds workflow and structure to reuse creatives, supports
creative intelligence, and tries to understand specific insights to provide the marketer with recommendations for what might work well in a specific scenario.
“The way brands communicate
on TikTok is different from the way they should communicate on YouTube,” he said. “And not every campaign needs to be built from the beginning.”
If a brand runs a campaign in
the U.K., it doesn’t need to start from scratch to run it in Ireland. It can adapt the creative concept and get the campaign up and running in minutes, he said.
Abhyankar spent nearly
five years at Google in a variety of roles, from head of Google marketing platform in continental Europe and emerging markets to head of Google Analytics 360 in the same regions.
“It’s fun to be the disruptor in a giant market filled with opportunity,” he said, adding that although the company is young, business is "on fire right now, winning brands like
Nestlé, and Estée Lauder all within the past 12 months.”