A Latin feel is now apparent over at London-based ad tech firm Future Ad Labs, which has rebranded as Adludio in the ramp up to further EMEA expansion.

The new title, meaning ‘to play’ in Latin, comes amid plans to expand the company and its innovative digital ad formats into new territories. At the same time, the company still withholds its mission to replace frustrating online experiences with highly enjoyable and interactive forms of creative, particularly for members of the ‘mobile-first’ generation.  

Problems for these users include ‘banner blindness’ among other conundrums, brought on by the explosion of digital ads and, according to Adludio, a lack of lateral thinking by the people who serve them.    

Adludio takes off

Founded in 2012, Adludio has wasted little time in helping a number of top-level brands to approach users with ‘gamified’ alternatives to conventional ads. The company recently helped consumer goods giant Unilever create a 48% uplift in top of mind awareness along with a 79% grading for positive sentiment, both of which were achieved with the same interactive product launch campaign.

A total of 81% of consumers also said they enjoyed the experience provided to them by Unilever and Adludio, with 74% even preferring it those offered by another member of the new breed of ads, in online video. 

Other clients of Adludio include Renault, Sky, BBC Worldwide and Nestle, which are served by a team of 20 over at the company’s offices in London. 

More countries – more products

In the immediate future, PerformanceIN understands that Adludio will look to establish itself in uncharted territories through the launch of new ad formats. 

Howard Kingston, co-founder and CMO at Adludio, says there is a clear gap in the market for ad tech providers that can reach out to desensitised audiences and that his own firm is in good stead to benefit from their situation.

“The advertising industry is bursting at the seams with brilliant creative, yet the mobile-first generation hates digital advertising. Why? Ad tech may have built the infrastructure to put ads online but we’ve failed to offer the means to innovate in form,” he commented. 

“Display and video worked in print and TV but interruptive technologies don’t work for consumers in the digital age.”

To help this growth along Adludio recently appointed former Ebuzzing UK managing director Paul Coggins as CEO – a move which Kingston stated would help the company speed up its international expansion.