The word exchange is already common place in the media world. In my previous post I talked about DAX (the digital audio exchange). We have seen the emergence of yet another important exchange known as the Retail Search Exchange launched by start up Hooklogic which two weeks ago secured further funding. LUMA the venture capital fund explained the reasoning behind investing in HookLogic and cited the company was “leading the industry in three market trends that they are watching closely: e-commerce properties transitioning to media companies, results-driven advertising versus proxies, and mobile growth.” LUMA continued explaining that HookLogic is “one of the few companies powering a true marketplace at scale outside the walled garden platforms of Google, Facebook and Amazon.”
Sources: https://hooklogic.com/about-us/blog
This is truly a new frontier for many brands. During 2015 Hooklogic had a strong year in sales, in which it surpassed USD100 million and launched an aggressive international expansion where in the UK Argos is on board as partner and yielding results for advertisers.
In the US, major retail websites like Walmart, Newegg, Target, Toys “R” Us and Sears are popular shopper destinations which were previously disregarded and unexploited by brands and OEMs (original equipment manufacturers) from a search advertising standpoint.
Advertisers such as Intel, Hasbro, Philips, Coca Cola are starting to realize this huge opportunity and technology like HookLogic’s Retail Search Exchange allows them to bid for top search result placement across major retailers.
The company has also been recognised by Forrester as one of 20 start-ups all retail eBusiness executives should know.
I'm excited to understand their growth plans here in the UK and further opportunities they yield for my clients beyond Argos. This is one to watch and I'll be keeping a close eye on them.
Sources: http://www.privateequitywire.co.uk/2016/04/14/238472/luma-capital-partners-invests-hooklogic
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