A new advertising platform called Anvara is set to launch in November, aiming to modernize traditional marketing methods by facilitating on-product campaigns through coffee cups, pizza boxes, and more. Founded by two Gen Z entrepreneurs who met in college, Anvara seeks to simplify the media buying process for advertisers and suppliers.
The platform will streamline campaign management and track impressions on physical products, attracting interest from various media agencies, sports teams, and brands eager to utilize this innovative approach.
Anvara’s co-founder, Andrei Stenmark, describes the platform as a form of “guerrilla marketing” on everyday products that consumers frequently encounter. The platform allows advertisers to stand out in a crowded digital advertising space by placing ads in less saturated environments, such as sports venues and local coffee shops.
This unique strategy aims to capture the attention of Gen Z consumers, who are often overwhelmed by digital marketing on their phones. Stenmark emphasizes that Anvara operates similarly to other ad marketplaces for commerce media and connected TV, effectively targeting specific demographics based on available data.
Anvara Launches Innovative Advertising Platform Targeting Gen Z Through Guerrilla Marketing on Everyday Products
The platform’s appeal lies in its ability to match advertisers with ideal placements based on real-time data analysis. For instance, it can connect brands with consumers aged 18 to 22 in New York City interested in basketball by evaluating various ad options. This targeted approach allows advertisers to create personalized experiences for their audience, making it easier to reach Gen Z where they are most engaged, outside of traditional digital channels.
Advisors like Mitch Modell, former CEO of Modell’s Sporting Goods, highlight Anvara’s efficiency in planning and measuring advertising ROI. In the past, companies faced challenges in gauging sponsorship value and tracking returns, which could take months of planning.
Anvara simplifies this process, enabling users to make informed decisions quickly and track campaign performance in real-time. The platform’s waitlist includes a diverse array of organizations, from major sports teams like the San Jose Sharks and Houston Astros to established brands such as Delta and Geico.
The timing of Anvara’s launch coincides with significant growth in the out-of-home (OOH) advertising market. Programmatic digital OOH spending is projected to reach $1 billion this year, with outdoor advertising accounting for a substantial portion of that expenditure.
Companies like Kevani are already exploring the potential of digital billboards, which resonate well with Gen Z consumers seeking authentic experiences. By tailoring messages to local markets and engaging consumers in real-world settings, advertisers can foster a deeper connection with this demographic, making Anvara’s offerings particularly relevant in today’s evolving advertising environment.
