Social advertising technology company Adaptly has raised $10.5 million in Series B funding, led by Valhalla Partners, with participation from new investors Time Warner Investments and Vivi Nevo. All existing investors, including First Round Capital, also participated in the round.
Social advertising technology company Adaptly today announced Evergreen, a new solution that utilizes paid media opportunities on social networks to guarantee content generated by a brand will reach its full audience. Evergreen automatically generates media by taking content that brands post on social networks, and converting them into native advertising to reach more of the brand’s existing fans and beyond.
Evergreen is now available on Facebook, where more than 4 million brands have pages. Evergreen allows brands to develop more persistent media campaigns by helping them to extend the reach of their Facebook posts and increase user engagement.
“This represents a fundamental shift in value for social marketing. Paid is only as good as the content behind it, and content is only as good as how many people it reaches. Adaptly aims to solve these marketing problems with Evergreen by giving brands the power to maximize the reach of their highest quality content,” said Nikhil Sethi, CEO and co-founder of Adaptly.
Kraft Foods has signed on to use Evergreen to amplify the advertising presence of its brands globally on Facebook. On average, brands find that their Facebook content reaches less than 16% of the audiences they have built. Evergreen enables this content to reach all fans in a highly compelling way.
“Our goal is to make our consumers’ lives easier and more delicious, and our presence on social networks has become a huge part of the way we engage with them,” said Bonin Bough, vice president of global media and consumer engagement, Kraft Foods. “Adaptly’s Evergreen will help us to increase the reach of our content to nearly 100% of our fans.”
Adaptly also announced today it has raised $10.5 million in Series B funding, led by Valhalla Partners, with participation by additional new investors Time Warner Investments and Vivi Nevo. All existing investors, including First Round Capital, have also participated in the round. Adaptly will use the capital for product development, aggressive growth of its sales team and to further develop the business internationally.
“Adaptly is fundamentally changing the traditional advertising model,” Kiran Hebbar, general partner, Valhalla Partners. “We’ve had the fortune of investing in several disruptive advertising technology companies, and are very pleased to become a part of the next age of advertising with Adaptly. Evergreen is the latest example of how this talented team continues to innovate with a singular focus on serving a brand’s need to reach and engage with its audience across a wide variety of social platforms.”
To learn more about Adaptly, visit www.adaptly.com . If you are interested in using Evergreen to increase the reach of your content, please contact [email protected]
Adaptly is changing the way brands increase engagement on social networks by helping them harness the unique value of each social network. It offers one consolidated platform to complete a social media ad buy across multiple social networks including Facebook, Twitter, YouTube, StumbleUpon and more. Founded in 2010 by Nikhil Sethi and Garrett Ullom, Adaptly was incubated through DreamIt Ventures and is now based in New York City. Investors include Valhalla Partners, Time Warner Investments, First Round Capital, Charles River Ventures, Lerer Ventures, kbs+p Ventures, Vivi Nevo and more. Adaptly’s clients include brands and agencies such as PepsiCo, Diageo, Showtime, Big Fuel, Kraft Foods and hundreds more.