Industries such as real estate, automotive and financial services have long offline sales cycles, and digital advertising tends to be ineffective in these areas. Conversion rates are low, and since real assets are off, advertisers are tempted to buy leads and clicks, which can lead to higher customer acquisition costs. People browse websites but mostly buy offline.
New startup, Tomi plans to address this issue by handling user behavior on the company’s website (using the tracking pixel in conjunction with advertising and CRM APIs) to help companies engage more customers in the same way an e-commerce business does.
He has now received a $ 1 million seed round from investors including Begin Capital and Phystech Leadership Fund.
Founded by Konstantin Bayandin, former senior director of digital marketing and technology at Compass and chief marketing officer for Ozon, Russia’s Amazon-Tomi competes with similar AdTech companies such as Anytrack, Sociaro, Meetotis, Alytics, and Postclick.
However, according to Bayandin, the difference is that Tomi “focuses on offline conversions and works with multiple advertising channels such as Facebook, Instagram and Google.”
Bayandin says: “Real estate companies would like to use online advertising to sell their inventory, but it turns out to be too expensive and difficult. People love to browse but rarely convert, and most of these transactions happen offline. Thus, real estate clients don’t know how to optimize them for their actual buyers. Tomi uses machine learning to analyze how real shoppers view a website and optimize ad campaigns to increase conversions. “
The backstory behind all of this is that with the closure of Apple IDFA, Google’s plans to remove third-party cookies from its Chrome browser, and the latest iOS 14.5 update allowing users to opt out of “personalized ads,” the entire advertising business is on the move. therefore, new tools will be required. Bayandin says Tomi is part of this new wave of AdTech.