To facilitate this expansion, Aryel has appointed Christian Griesbach as Strategic Advisor for the German market. Griesbach boasts over 25 years of extensive experience in the advertising industry, having held prominent leadership positions at several well-known companies. His illustrious career includes roles such as General Manager of Digital Marketing & Sales at Axel Springer and Managing Director DACH & Eastern Europe at Teads. He has also held pivotal positions at Real Media, mediasquares, and mediasports. Currently, Griesbach is the Managing Partner at Despove, a consulting firm where he continues to make a substantial impact on the German AdTech landscape.

"Aryel's innovative approach to augmented reality advertising is setting new standards in the industry," says Christian Griesbach. "I am excited to contribute to Aryel’s expansion in Germany and support their mission to revolutionise the advertising landscape with immersive AR experiences."

Founded in late 2020 by Mattia Salvi, Luca Petri, Leonardo Persico, and Vincenzo Schifano, Aryel has experienced exponential growth, transforming from a small startup into a scaleup with over 55 employees across its Milan and London offices. With a 250% year-over-year revenue increase, Aryel aims to reach EBITDA breakeven in 2024, after just four years of operation. The company anticipates a production value exceeding 4.5 million euros, with 40% of revenues coming from international markets.

Aryel's innovative solution enables the creation and distribution of augmented reality advertising content, using a proprietary tech stack that supports both programmatic and direct buy delivery of high-impact content and compatibility with major publishers.

Aryel stands out in the AdTech landscape for its advanced integration of artificial intelligence within its solutions. Utilising sophisticated AI algorithms, Aryel can collect and analyse detailed data on user emotional reactions and attention, providing valuable insights to optimise advertising campaigns. This data collection complies fully with GDPR and user privacy regulations.

Aryel's primary sectors include Fashion Luxury, FMCG, and Automotive, collaborating with prominent brands such as Barilla, Coop, D&G, Marcolin, P&G, and Warner Bros. Aryel's global partnerships with leading media agencies and platforms further strengthen its market position.

Following the opening of the UK market in late 2023, Aryel is poised to scale its operations further by entering France and Germany. This expansion will be facilitated by strengthening strategic partnerships and introducing local advisors in the new markets.

"Our goal is to become a global leader in augmented reality for advertising," says Mattia Salvi, CEO and Co-Founder of Aryel. "Expanding into France and Germany is a crucial step in our international growth strategy, allowing us to offer innovative solutions to an increasing number of clients and explore new market opportunities. We are delighted to welcome Christian as Aryel’s strategic advisor for Germany, his vast experience and deep understanding of the German market will be invaluable as we continue to expand our presence and enhance our offerings in this key region."

Strategic acquisitions are a core part of Aryel's vision for the future, aiming to expand its technological offerings into new communication channels, including DOOH, CTV, and Retail Media. These strategic acquisitions not only broaden Aryel's offering in new markets but also reinforce its position as a leader in technological innovation in the AdTech sector, providing cutting-edge solutions to its clients.

"Recent data from the IAB Adex Report shows that the digital advertising market in Europe reached a value of nearly 100 billion euros in 2023, with an 11.1% growth compared to the previous year," continues Mattia Salvi, CEO and Co-Founder of Aryel. "Specifically, the Display segment saw a 12.7% increase, dominating key markets like France, Germany, and the UK. Additionally, the Retail Media sector recorded a 35% growth, while the DOOH market continues to gain attention and interest. This data confirms the validity of our strategy to expand into key markets, invest in advanced technologies, and new distribution offerings, thereby enhancing the effectiveness of advertising campaigns created with Aryel and ensuring increasingly immersive and engaging interactions for brands and their audiences."