Shoppable ad startup Adimo raises £1m seed funding

Glasgow-based marketing tech startup, Adimo, has closed a £1m seed financing round based off its work with Nestlé and PepsiCo.

Adimo lets shoppers automatically add recipe ingredients to online supermarket shopping baskets
Adimo lets shoppers automatically add recipe ingredients to online supermarket shopping baskets

Investors include Scottish Investment Bank (the investment arm of Scottish Enterprise), ESM Investments Galvanise Capital and Patrick Griffith, co-founder and ex-chief executive of Havas Work Club.

Adimo is a platform that integrates with online marketing, including display ads, landing pages, websites, social media and video, to make it shoppable. The integration makes it easy for shoppers to select products and add them to their online supermarket basket. 

"CPGs see data as the key driver of growth and competitiveness but despite spending billions on awareness campaigns they’re getting very little back in terms of data," said Richard Kelly, founder and chief executive at Adimo. "Our technology shortens the path to purchase, putting brands in baskets and provides behavioural data about customer decision-making to clients." 

Adimo has worked on campaigns such as shoppable promoted posts for Sunbites; display and social activity for Quaker’s Christmas Gingerbread Porridge recipe; and introducing shopping integration across Maggi’s recipe and product pages.

So far, the company claims to have added over a million products to baskets for its clients, generating incremental revenue of more than £14m. The technology is now integrated with more than 100 retailers across 20 countries.

Sean Douglas, ‎ecommerce digital director, Europe and Sub Saharan Africa at PepsiCo said the results of the group’s trials with Adimo has been encouraging. He described the martech solution as "radical and highly compelling."