Addreality

Addreality was founded in 2011 in St. Petersburg. Addreality uses artificial intelligence technologies to target content by gender, age, emotion and customer behavior. The system analyzes the audience and reach in real time.

Areas of activity

For 2017, the company's main product - the Addreality platform - is used in chain stores, HoReCa enterprises, banks, educational institutions and other organizations where a single comprehensive management of communications with visitors and customers is needed. The platform makes it easy to manage digital self-service systems, Digital Signage storefronts, signage and signage. The solution helps you set up, monitor and analyze advertising campaigns at any number of points of sale, including geographically distributed ones. At the beginning of 2017, more than 1000 stores and retail outlets in Russia operated under the Addreality platform.

Addreality software platform is designed for the organization of digital self-service systems and interactive storefronts, signage, signage. The system recognizes the buyer, actively involves him in the process of interactive interaction, advises on the assortment, helps to assemble the kit and allows him to pay for purchases on the spot.

Addreality offers a cloud-based analytics system to assess the effectiveness of projects. With the installed cameras, the solution determines the number of people interested in advertising and the time to focus their attention. By updating statistical information in real time, you can increase the effect of implementing digital solutions.

"In 60% of cases, the buyer makes a decision to buy standing at the shelf, but often the seller is not there or ignorance of the product advantages and the low communication skills of the seller completely interfere with comfortable shopping. Addreality helps the retailer in communicating with the client without forcing him to move away from the shelf with goods, "commented Sergey Galeev, CEO of Addreality in 2015. "Our platform-based solutions are designed to increase customer loyalty, reduce costs, increase sales, increase the conversion of promotions from 8% and cross-sell

The use of digital self-service systems increases service levels, reduces customer experience, increases store throughput, and optimizes staff costs. The organization of a network of digital storefronts, signs and boards based on the Addreality platform, as the company said in 2014, allows you to save up to 80% of the budget for POS materials.

The analytics system allows you to receive real-time data on the number and behavior of the audience.

All Addreality digital information systems, regardless of format and platforms, have a single centralized management system. This allows you to quickly manage the digital design and the general information core of the store, significantly reducing the cost of merchandising.

Interactive projects can be played on any equipment - from tablet computers installed on retail shelves, cash monitors, televisions, video kiosks, video walls responding to passers-by and actively campaigning for a visit to the store. According to Addreality in October 2014, over the past year, the audience of projects on the platform of the same name has amounted to more than 200 thousand people with the participation of 50 different brands. The average interaction time reached 2.35 minutes.

Performance indicators

2017: Business growth of 600%

Addreality, a Russian developer in the field of Digital Signage and client analytics, in 2017 increased the number of installations of its own platform for managing digital visual communications by 75% - their number increased from 3 thousand in 2016 to 20 thousand in 2017. Addreality's business growth was 600% year-on-year. The company completed 92 projects in the field of Digital Signage and entered world markets - in China, Uzbekistan and Europe. The Addreality platform provides 20 million contacts with an audience of manufacturers and retailers daily.

According to Addreality experts, the average annual growth rate of the Digital Signage market will be at least 10%. This is due to the fact that a solvent audience - millennials - are loyal to digital and dynamic content, they prefer to receive any necessary information from digital media, which should be as relevant as possible to a specific case.

In 2018, the company focuses on solutions for managing the number of unique contacts and building a "buyer's path map" - a system for tracking, predicting and stimulating visitor actions from the time you enter the store to making a purchase. The "Buyer's Path Map" will be built using a set of technologies: a platform for centralized management of media content, audience recognition systems, its targeting and analytics.

Addreality experts cite cost optimization when content changes regularly as a key reason for switching to digital advertising installations. In particular, Addreality has reduced the cost of making POS materials in a chain of jewelry stores by almost half - from 11 to 6 million rubles - by replacing paper advertising with digital content managed through a single system. The introduction of cash displays increased sales at the box office by 7% in the cosmetics store and by 3.9% in the grocery store, and interactive scenarios in the alcohol store increased sales of a certain category of beer by 17%.

Another promising area for the development of Addreality is considered the sphere of corporate communications.

Another task of Addreality is to synchronize processes: inform visitors to a store or bank through the Digital Signage channel and train a sales consultant about marketing promotions at the moment, "said Lina Arkhipova, commercial director of Addreality.

As of March 16, 2018, Addreality has 3 offices - in Moscow, St. Petersburg and Shanghai. In 2018, the company plans to open an official representative office in Dubai. Addreality operates in 30 countries through its own partner network.

History

2018

Addreality voids video ad patent

Addreality, a Russian developer of software (software) in the field of Digital Signage and client analytics, canceled the patent of the advertising agency "White Cedar" for the use of video advertising systems in Russia. At the end of 2017, the agency filed patent claims against a number of Russian retailers. The cancellation of the patent will make the introduction of such solutions more accessible to the market and stimulate their further development in Russia.

Addreality's objection to the issuance of the patent was satisfied by the Russian Chamber of Patent Disputes. Addreality filed an objection back in August last year: the company provided references to other patents published earlier than the priority dates of the contested patent. According to the company, initially the White Cedar patent was obtained due to the fact that during the examination the expert did not find already published American patents.

2017

Partnership with LANIT-Integration

The company LANIT-Integration"" (part of the group) LANIT in December 2017 announced cooperation with Addreality, a Russian developer of software products for managing advertising on digital media () Digital Signage and client analytics. Partners plan to expand the market for multimedia content broadcasting solutions to and from Russia abroad.

The technology platform for cooperation will be Addreality, which manages synchronous content streaming on all digital surfaces (including sound design), collects data using Wi-Fi analytics and face recognition tools, analyzes them and optimizes the media plane. LANIT-Integration will implement the solution in both On-Anticipate and SaaS versions.

We see great potential for the development of the Digital Signage segment in Russia: offline shopping is still popular - according to POPAI, 70% of the population prefer it. At the same time, 76% of customers approve of the use of interactive marketing tools in stores, so retailers are actively introducing new scenarios for digital interaction with customers. Partnership with Addreality gave us the opportunity to supplement the line of solutions with popular Digital Signage products, - commented on the event Mikhail Zherokov, head of the multimedia systems and video conferencing department of LANIT-Integration.

Partners will focus on working with government agencies and companies with government participation, as well as with large retail networks, where they will implement both comprehensive solutions and individual point tools. The first joint pilot will take place in 2018 in one of the Russian retail chains in the fashion industry.

The partnership with LANIT-Integration for us is another step towards the development of the domestic Digital Signage market. One of the growth points is regional projects: in the regions, business begins to understand the effectiveness of such solutions, and the scale is growing. Partnerships will allow us to conduct long-term projects, covering large areas and not reducing the high level of quality, - said Sergey Galeev, CEO of Addreality.

Partnership with Ascreen

The Ascreen group of companies entered into a partnership agreement with the developer of software in the field of Digital POS and client analytics Addreality. The comprehensive solution will give Ascreen customers from the banking sector, retail, transport segment, HoReCa, as well as museums and other socio-cultural spaces a tool for personalizing interaction with visitors and tracking its effectiveness.

Partnership with Polymedia

Polymedia has entered into a partnership agreement with Addreality, a Russian software developer in the field of Digital Signage and client analytics. Companies will introduce digital communications systems, as well as jointly develop new technological solutions.

As part of the technology partnership, the companies will combine expertise on digital communications and client analytics - the Addreality platform BI solution Visiology and from Polymedia. The integration of the two systems will allow you to create new marketing technologies: for example, track CJM (Customer Journey Map) - the client's path through the points of contact with the brand, analyze the effectiveness of various marketing tools along this path and optimize them.

Entering the European market

In July 2017, Addreality, in partnership with the international thirtyseventy digital group of companies, a manufacturer of content and IoT solutions for advertising and marketing communications, launched a comprehensive DS solution on the European market. The first pilot implementation - a network of information racks for the Italian retail network - took two weeks. At the same time, most of the time was spent on creating unique content, and a few hours to install and configure software and hardware.

The companies plan to launch both turnkey solutions and cross-platform individual projects on the market. All projects will be comprehensive, that is, they will include software and hardware DS solutions, content for them, remote management of all communications and analytics of consumer behavior. Retailers, banks, telecom operators and manufacturers of consumer electronics will become focal customers in Europe.

"The focus on international expansion and the withdrawal of Russian products to foreign markets is the main trend of the domestic IT market, and this is the main direction of our growth. We have already launched several projects in Uzbekistan, we see interest in our technologies in the Chinese market, and entering the European market is a natural step, - comments Sergey Galeev, CEO of Addreality. "Despite the fact that the European market is saturated with DS solutions, there is not a single vendor that offers a similar comprehensive solution to our, so we see great potential for development for ourselves."

"After our thorough analysis of the main DS platforms, we were convinced that Addreality is the most innovative and flexible solution on the market. It works with any equipment, does not require special skills and knowledge, the SaaS version is popular with our customers, and analytics allows us to effectively optimize our advertising campaigns. A separate plus is the high level of service support, says Franz Harmer, CEO of thirtyseventy digital. "We create engaging content and trust Addreality to communicate it to consumers."

Entering the Chinese market

In early July 2017, Addreality entered into a partnership with Eastidea. The partners intend to create a local representative office that will promote the Addreality platform, sales, technical support, training, partner network development and OEM solutions. Companies are already in talks with several large DSOs (Digital Signage Operators), media agencies, retailers and e-commerce operators in China. You can read more about the event here.

Addreality and Prestigio start manufacturing devices for Digital Signage

Addreality has partnered with international electronic device manufacturer Prestigio. The alliance is working on joint software and hardware solutions in the field of Digital Signage and plans to bring them to market in July 2017.

The companies will combine their flagship products in the field of digital advertising and customer analytics: the Prestigio Digital Signage line of equipment (interactive kiosks, multifunctional screens, cash displays, etc.) and Addreality Sphere software for managing digital content.

Addreality software will be preinstalled on Prestigio devices. A single software and hardware solution will allow not only to demonstrate digital advertising content, but also to create it, monitor efficiency, optimize all digital communications in real time, track the number of visitors and their movement, analyze trends in purchasing behavior in order to increase attendance and average check.

For easy work with the new solution, users will have access to templates for various types and sizes of business, there are ready-made scenarios for digital communications with customers. All customers will have a support hotline in the local language of the region, which will provide users with a first-class service.

The joint products Addreality and Prestigio will be distributed through a network of partners - resellers and system integrators - of both companies in 24 countries, including the countries of the former USSR, the Baltic States, Eastern Europe, the Middle East and Africa. In addition to selling the solutions themselves, local partners will be able to provide additional services for creating content, integration scenarios, and developing marketing concepts.

Both companies are leaders in their market segments: the Addreality platform operates more than 20,000 advertising and information installations in 2,000 stores and retail outlets in Russia, and Prestigio devices have been on the market for more than 15 years and are sold in 30 countries.

Entering the Uzbekistan market

In April 2017, Addreality entered the market. Uzbekistan Together with a partner - an international company - Star Screen the developer began to connect customers Uzbekistan in to the Addreality platform, as well as provide services for its implementation, configuration, adaptation and integration.

The focus industries for Addreality are planned to be banks the financial sector, retail, restaurants, including fast service cafes, the public sector, passenger traffic, OOH, Indoor advertising networks. On the Addreality platform, companies will be able to create any digital content in real time, broadcast targeted ads, determine the effectiveness of all digital communications, monetize and optimize the use of advertising space, interact interactively with visitors and collect the opposite. communication The platform is adapted to the placement of advertising content in both Russian and Uzbek languages.

Due to the special policy of Uzbekistan in the field of information security, the Addreality solution is deployed in two versions: for placement either in the closed private corporate network of the customer, or in the national network of Tas-IX without direct exchange of traffic with international channels.

"The advertising market of Uzbekistan is developing quite rapidly. We are seeing an increase in interest in digital projects, both at the level of private business and in the provision of public services, - comments Sergey Galeev, CEO of Addreality. - At the same time, solutions in the field of Digital Signage are still a novelty for this market. Despite the fact that Tashkent uses a large number of digital surfaces to demonstrate advertising, there are no solutions on the market for centralized management of targeted content and analytics collection. As a Russian software vendor, we evaluate the Central Asian markets as promising and not yet saturated with such solutions. In addition, Russian IT products are more competitive in cost compared to Western systems. Entering the markets of the regions of Central Asia will allow us to expand the geography of Addreality's presence and will contribute to the development of the advertising market in Uzbekistan. "

Uzbekistan is actively developing the direction of digital services and projects. In particular, the Ministry for the Development of Information Technologies and Communications of the Republic of Uzbekistan intends to install 250 infomats in remote post offices and notary offices in 2017 for citizens to access interactive public services. And the Central Bank of Uzbekistan expands in 2017 a network of information kiosks and ATMs throughout the country to simplify operations with plastic cards.

"The general level of digital culture in major cities of Uzbekistan is already quite high. Business is interested in solutions that allow you to create completely new advertising formats and accurately evaluate their effectiveness, "said Oleg Shelamonov, Commercial Director of Star Screen, a company with international experience with Digital Signage solutions. "Thanks to our partnership with Addreality, we have occupied a free niche in the market, and we plan to create joint advertising products both with the Russian developer and with local manufacturers of digital equipment in Uzbekistan."

Star Screen is responsible for selling Addreality solutions throughout Uzbekistan, including offering corporate clients special financial terms - credit or lease - to purchase Addreality licenses, screens, players and other digital equipment. In addition to the IT components of the project, Star Screen also plans to provide content development and media plan management services to the customer company.

2011: Founding of the Company

The company was founded in 2011.