Game-changer Taps into multibillion dollar market

Australian adtech startup Tap has developed a game-changing AI-driven platform for the USD 421 billion US advertising market
Tap has already had early success in the US and is now accelerating expansion of its offering
The company is raising US$3 million in seed capital, of which 23% has been secured from prominent industry figures.

Special Report: Adtech startup Tap set to streamline US mediascape with proprietary AI-driven platform

To get cut-through in the frenetic multi-billion dollar US advertising universe most media buyers want one thing – a one-stop shop.

That’s exactly what Aussie startup Tap provides, and it’s aiming to make waves in the huge market via its game-changing proprietary AI-driven platform, supercharged by leadership with top industry experience.

Tap is being launched directly in the US market, not in Australia. Many Aussie start-ups get going in Australia and then lose time, and they often don’t know how to “go big” by going to North America.

One reason Tap can do this is because its Australian founder, Chris Edis, has worked for many years in the advertising sector in the US.

A big and messy market

The US is the world’s largest ad market by a long billboard-lined mile, with the industry on track to hit US$421 billion (A$626) this year according to Statista.

By 2029 it’s forecast be worth more than half a trillion – US$544.8 billion (A$810) – thanks to an annual growth rate of 5.28%.

Driving the expansion in years without national elections and Olympics blips is the steady rise of e-commerce, with online-based retailers and service providers up to four times more ad-intense than their traditional counterparts.

But while the internet and its big players dominate the market, the huge American mediascape is still multifaceted, Satista notes, with traditional channels remaining important in some key markets.

Although digital advertising including Google, Facebook and others has grown, traditional advertising remains strong, being 43.5% of the total market.

One-stop shop wanted

To make the most out of their campaigns, businesses often need to do some savvy mixing of channels. But most ad buyers – 94% of them – also want a single point of contact for all their advertising needs.

Major industry data provider Borrell found in a recent survey that US media buyers want a simplified process that will save them time and money, while also providing all-important consistent branding and messaging, as well as unified performance analytics.

Tap’s streamlined solution

Tap was set up by Chris Edis after years of experience in media sales with some of Australia’s most prominent media companies. He then spent the past decade providing media selling and buying expertise across North America.

During this time he saw that those still important traditional media channels – TV, radio, and billboards – remain siloed in the US.

Spotting a way into the huge market, Edis worked with specialist developers to create the Tap platform. This unifies the execution of effective multi-channel campaigns, allowing businesses to manage their ad process from a centralised hub.

“Tap’s holistic solution is what makes us stand out,” Edis said. “We don’t just provide an advanced targeting tool to identify optimal ad placements. Our AI-driven platform takes care of everything, from media buying to ad creation and execution. This streamlines the entire process, saving advertisers time and money.”

Backed by industry heavyweights

Tap has already secured AUD $1 million in early backing from industry players, including Brendon Cook, the founder of Australia’s largest out of home media company oOh!media, and advertising veteran Andrew Baxter.

The company’s potential was also recognised by Austrade which gave it a grant to accelerate marketing efforts across the US.

“Tap’s approach to integrating AI into the ad-buying process is truly game-changing,” Cook said. “The platform has the potential to reshape the way advertisers and media companies collaborate, making it easier for both parties to drive value.”

Tap is now targeting an additional AUD $3.6 million in seed funding to support its expansion into the North American market.

The startup has already enjoyed significant success by partnering with 50 US media companies. This has accelerated its penetration into the industry by allowing it to tap into lucrative markets such as college sports, where advertisers can reach large, high-value audiences across multiple channels.

“By integrating AI with our ad-buying platform, Tap is providing advertisers with the ability to cut campaign creation time from weeks to minutes,” Edis explains. “This is a massive leap forward in efficiency, especially for businesses that want to maximise their ROI.”

The road ahead

Looking to the future, Tap plans to expand into the Canadian and Australian markets by Q2 2025.

It’s also exploring partnerships with major media companies which have shown significant interest in its ability to offer more efficient ways to operate in the changing and increasingly competitive market.

This article was developed in collaboration with Tap, a Stockhead advertiser at the time of publishing.

This article does not constitute financial product advice. You should consider obtaining independent advice before making any financial decisions.