NeonCandi was founded by myself, Scott Anderson, Grant Pettersson and Stuart Broadhurst. Grant had previously founded First Advertorials in 2010 and sought me for my branding experience in my last business, a video advertising business, Utarget which I sold to Newscorp. In turn I introduced Stuart who is a programmatic and exchange expert.
We all had the belief that native advertising offers superior engagement to an ad-weary audience. We found a technology partner, Respond after reviewing available platforms in the marketplace.
We provide access to brands to communicate in highly engaging ad-units that seamlessly integrate into the publisher page content. The combination of the environment and our superior targeting suite has reported brand lift as much as 80x that of display or more interruptive video pre-roll.
All three of us have been in the digital space for over a decade, and whilst our sector is open to change, it has been surprising how many agencies are adverse to extra work or working outside pre-ordained silos. We have overcome this by presenting the benefits to their client base.
It’s our business!
As we enter our second operational quarter, our biggest success has been to find easy integrations with publishers direct into their existing DFP (Dart for Publishers) platform.
We have all built great digital businesses in the past through delivering against our core pledges. Relationships matter, but this is only one of the ingredients of a successful business. Also important is pricing, fulfilment and service.
We work with all of the major UK agencies and a few direct clients.
We have a a few American competitors and one French. The former tend to bundle in a few advertisers together. We take a more premium approach to best fulfil brand advertiser expectations. The space is not as crowded as display or video, for now!