Colombian entrepreneur Viajala changed her job when tourism plummeted during the pandemic and now also runs a profitable global digital marketing platform. $50 million ad spend companies from all over the world.
This is Equeco, a digital ad campaign management platform. artificial intelligenceidentifies the most used keywords in Internet searches by real buyers to help your clients create automated online ads to attract consumers to companies from different industries.
Equeco was born in August 2020 to serve customers from all over the world, primarily Europe and the United States, but now seeks to expand into Latin America, which is Viajala’s cradle and niche.
“Latin America is definitely a key region for us because part of our team is based in Brazil and some of the world’s largest Google advertisers are in Brazil and Mexico“, Thomas Allier, CEO and co-founder of Viajala and Equeco, said in an interview with EFE.
The Franco-Colombian executive confirms that Equeco is designed to serve customers worldwide and plans to expand in Latin America, although it does not want to prioritize any one region. especially in Brazil, as it already has a strong local presence and because the Brazilian online advertising market is one of the largest in the world.
The platform already has two major customers in the region with whom it has established relationships from Viajala. Companies that manage hotel chains with approximately 500 hotels in Mexico, Colombia and Peru (Colombia Ayenda and Mexican City Express).
Viajala was founded a little over a decade ago in Colombia to help Internet users find cheaper flights and hotels, and went international in 2013. With contributions from startups like Wayra (owned by the Telefónica Group) and operations in most Latin American countries, where it has taken over as regional leader, surpassing even Skyscanner and Kayak.
But when the pandemic crashed tourism in 2020, its founders
Viajala decided to leverage the software they created to improve their own marketing and offer it to companies interested in improving their internet advertising strategy.
“The high performance of Viajala’s ads helped us survive while other companies were disappearing from the market. It was when we realized we could start a new business with the tool we had to help other companies improve their marketing campaigns,” he said.
Equeco determines which keys the recipients use. It enables companies to better position themselves on advertising platforms such as Google Ads or Facebook Ads by performing internet searches that may vary by industry and country. The platform helps scale campaigns in online search and automates them to improve their performance so you can perform thousands of daily actions without being constrained by the limits of a human team.
“Equeco’s growth has been very rapid. It started just two years ago but already manages over $50 million in advertising expenses and serves customers in every industry. Including tourism, commerce and real estate, including some notable ones like Typeform, Kiwi.com, Findhotel, Farmatodo and Olaclick,” he said.
According to Allier, it was natural for Viajala to focus on Latin America, but it didn’t make sense for Equeco to do so as well.
“Equeco comes from another time and another context. Its innovative approach is a software services company that can meet the needs of digital marketers worldwide who want to leverage the power of our artificial intelligence to grow their ad campaigns.”
admin added, The platform serves online brands worldwide and in any language. “Imagine being able to run ad campaigns in Indonesian without anyone on the team knowing how to read,” he said.
Source: Exame
