Ecommerce Advertising and marketing: Channable desires to beat Europe and america

The rise of e-commerce goes hand in hand with increasing transactions and the proliferation of digital touch points. Online merchants are equipped with flow management tools to overcome this inherent complexity of multichannel. These marketing solutions allow you to list and sell products and services on various sites, markets or social networks such as Amazon, Facebook or Microsoft Advertising.

Many start-ups offer their feed management tools, such as Lengow, Shoppingfeed, Beezup or Iziflux. On this incomplete list we can also mention the Dutch company Channable. Present in France since 2017, this European digital marketing expert has the specificity of combining flow management and SEA automation. Today, its customer base consists mainly of “retailers and tourism professionals”, explains Fabien Carolillo, head of the commercial department and spokesman for France at ZDNet.

What do these two categories have in common? Both have large amounts of data to process. For a customer in the aviation sector, for example, this can go up to “thousands of references sometimes”, says Fabien Carolillo in order of magnitude. In all the markets in which the company operates, Channable processes a total of over 55 billion articles per day on 2,500 channels.

In France, Channable has almost 300 customers, including Bouygues Telecom, Afflelou, Decathlon Pro, Pierre et Vacances – Center Parcs, among others. E-retailers and brands are not the only contacts for Channable, which also works with partner marketing agencies to advise customers and help them get started with digital tools. The helping hand is always welcome, even if the grip is not rocket science, assures Fabien Carolillo. CMS, API keys or even online Google Sheets are enough to import data into the manager. From there, the user can customize their feeds and link them to the platforms on which they want to publish.

At the beginning of February, 55 million euros were collected

In order to gain international visibility, the company very early developed another technological brick in parallel with flow management: SEA (search engine advertising) automation. For brands, this consists of paying to improve the visibility of their website on the results pages offered by search engines. “There is a real multisectoral interest in using the flow management tool associated with SEA automation,” notes Fabien Carolillo.

With these two offers, Channable has no intention of stopping at it. Earlier this month, the company announced a 55m-euro Series B fundraiser, particularly with the support of the Partech venture capital fund, to continue its development.

This latest investment should especially enable the company to grow internationally, as it opened an office in New York in the fall to expand in the United States. Much of this amount collected will also cover research and development, “to continue to innovate in products and services,” the company said in a statement.

If the roadmap remains confidential, Fabien Carolillo shows an example of the site the company is working on. And it’s about Google: the web giant will soon launch automation and responsive search ads (RSAs). As of June 30, 2022, this machine learning-based format will replace ETA (Extended Text Ads), an expanded text ad that is still used by advertisers on Google. Channable therefore spent several months preparing for this transition. “In our business, things are moving very fast. We are mainly talking about the short and medium term. That’s why it’s important to have technical teams at your disposal, ”says Fabien Carollo.

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