Marketing startup Playground XYZ makes Deloitte’s rising technology star list

Sydney based marketing startup Playground XYZ has been named as one of Australia’s rising stars in Deloitte’s 2018 Technology Fast 50 awards.

The mobile advertising startup previously won Marketing Technology Company of the Year prize at the 2017 Mumbrella Awards.

Playground XYZ won the best marketing technology prize at the 2017 Mumbrella Awards

The company, founded in August 2015, offers its own programmatic advertising exchange to push out customised mobile ad formats.

CEO and co-founder Rob Hall previously wrote for Mumbrella: “We should be giving designers, developers, creatives and planners a much greater initial suite of ad products to choose from.

“We need to bring creativity forward, into publishing environments, not hidden after the click on a branded mobile site or app.”

Hall founded the business along with COO Scot Liddell and CTO Jono Mullins after the three worked together at mobile ad firm, Big Mobile.

The Deloitte Rising Star list recognises high-growth companies with less than three years revenue to report. Playground XYZ, with a claimed 3,078% revenue growth in the past year, came third behind tech consulting firm Barhead Solutions with 16,330% growth and  war veterans employment specialist WithYouWithMe, reporting 3,427% growth.

On being nominated for the Deloitte list, Playground said:  “We decided to focus on one thing that felt massively under-cooked in the conversation – the ad format. The ad format creates an instant glass ceiling, (or floor) for the performance (or lack thereof) of a campaign.

“We asked ourselves: what should mobile ads do? How big/small should they be? How should they behave? So we hand built a technology stack (patent pending) which allows the creation and delivery of brand new types of ads that had never been done before – new canvasses for ideas that satisfy advertisers, publishers and readers alike.”

The company currently claims Nine and Fairfax among its local clients with global customers including Adidas, Coca-Cola and Microsoft.

No marketing company made Deloitte’s Technology Fast 50 this year with fintech, software and IT/comms companies topping the list.  Afterpay, Mate Communicate and Superloop were the year’s winners.


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