“Everyone feels let down by ad tech,” according Chris Brinkworth, the latest hire by online shopping cart abandonment company SaleCycle. The former boss of Ensighten has big plans to shake-up the market in his new role.
Speaking to AdNews, Brinkworth, who is based in Sydney and charged with leading the SaleCycle business through its next phase of expansion though the wider APAC region as chief revenue officer, said brands and publishers have been let down by the swathes of ad tech companies and tools that have over promised and under-delivered – leaving a mass of disheartened customers.
“So many people have been let down in this country – everyone feels let down by the ad tech,” Brinkworth says.
He says the big problem is that brands had been so focused on driving traffic and getting the masses to their sites, that they haven't then thought about retention and ROI. Enter SaleCycle – which works on behavioural solutions by helping to capture that person before they leave, by engaging with them and trying to maintain that brand conversation.
In this market SaleCycle will be competing with the likes of Google-backed London startup Yieldify and Ve Interactive, as well as Bounce Exchange on a global level. It will be joining a cluttered ad tech market but Brinkworth believes it can survive where others have made mistakes.
"Companies have been buying various ad tech tools and now they see that in the long term a lot aren't delivering. Australia is going through a painfully expensive learning curve on how to convert their Facebook and Google investments,” Brinkworth says.
With “more than 98% of traffic leaving websites without converting”, SaleCycle says it provides a personalised safety net for marketers. Its technology is designed to engage website visitors, prevent abandonment from carts and sign-up forms, and reconnect companies with visitors who do exit.
SaleCycle across APAC so far works with clients such as Australian-based HP, Sunglass Hut, Lorna Jane and Chemist Warehouse. Internationally it works with brands including Ralph Lauren, IKEA and Virgin Atlantic.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.