Two Gen Z founders want to change the OOH ad marketplace for their generation

You wouldn’t think that old-school marketing tactics on coffee cups and pizza boxes would appeal to social media natives like Gen Zers — yet that’s what a new ad marketplace for on-product campaigns is all about.

The new platform Anvara, founded by two Gen Z entrepreneurs who met in college, aims to make the media buying process simple for advertisers and suppliers — from campaign management to tracking impressions on physical products. The platform’s launch is slated for November, and it’s attracting various media agencies, sports teams and other brands that have expressed interest or put themselves on the waitlist to join the online marketplace.

Founder Andrei Stenmark said he views Anvara as offering “guerilla marketing” at scale on everyday products and places that people are already exposed to — and it’s a way to stand out from the competition on social media and in other forms of digital ads. Everything from shipping boxes to paper towels, from sports stadium signage to branded ride shares are available and measurable on the platform. Stenmark said it works much like other ad marketplaces for commerce media or connected TV.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.