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At a glance

LookAdThat charges brands by the hour for high-footfall, mobile ad exposure.

• Ads that move, follow the crowd and aren’t just a fixed frame out of the action.

• Data that matters, see who looked, for how long and how they felt. Edit the content based on performance and change routes instantly.

Quick fire details

• Headquarters: London

• Employee count: 3

• Business model: Advertising

• Backed by: £40,000 F&F

• S/EIS: ✅

• Funding amount: £500,000 at a £2.5M pre-money valuation

The founders

• Cofounder, Michelangelo Castaldo: Drives brand, product,

  and creative direction. Experienced in the hospitality industry working with brands like Soho House.

• Cofounder, Gianluca Musotti: Experienced in the hospitality industry working for brands like Bacchanalia London.

The market

• The global DOOH advertising market is worth £16.3B. LookAdThat are pioneering the untapped human-powered DOOH market. And it’s refreshing to see humans being more important than AI!

This startup is solving two key problems:

• Ads are static. Companies buy billboards based on their location, not specifically where their audience is. And oversaturated urban landscapes make static OOH ads easy to ignore.

• Lack of insights: Advertisers are blind as to whether people have engaged and what creatives are catching attention from what audience.  

Traction metrics

• Ran successful campaigns with the likes of Allianz, Bentley, Karaca, Sina Clinic and Bursa Metropolitan.

• In talks with, Coral, Stasher, Creams and Broadsheet

• Allianz case study: Deployed three walkers with backpacks displaying seven different rotating messages.

  • 30,000+ tracked engagements

  • 75% engagement with the brand

  • 3.08 seconds average engagement time

Competitive landscape

• JCDECAUX/ clear channel: Offer no mobility, limited real-time audience data and permits required.

• Bike screens: Mobility but no real-time audience data and street-level human presence.

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Our Take

Appeals

• Sustainability advantage: One backpack = unlimited campaigns and 99% less energy than traditional digital billboards.

• Real time adaptation: LookAdThat can move where the audience is, measure how people feel and react, adapt in real time, location by location.

• Permits: Many ad campaigns need permits which can cause long lead times for campaigns to be launched and expensive fees. LookAdThat completely miss this hurdle allowing them to be far more adaptable and get the best results for their clients.

Risks

• Hardware maintenance and theft: Maintenance of expensive assets and trust in their walkers may be a challenge the business needs to overcome.

• Founder-market fit: The founders have limited direct advertising experience which tends to be difficult considering limited networks in the industry. However they have built a strong term of commercial advisers so far and are clearly skilled operators.

• Manufacturing dependency: With the aim of launching 500 backpacks across Europe the dependency on well built, quality assets is key to ensure maintenance/ repurchase costs aren’t a huge problem.

Last feature’s results

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