Made in LA: SteelHouse



As a group of veteran marketers, the founding team of Steelhouse saw the obvious flaws in online advertising − channel confusion, a reactionary system to consumer trends, blind trust in black box algorithms, over-spending and waiting forever on creative and even longer to go live. In 2010, they decided to change the ecommerce marketing space by creating the easiest way for marketers to message their customers, no matter where they go. Today, SteelHouse reaches hundreds of millions of consumers a month, across hundreds of the world’s largest brands with its award-winning retargeting, retention, acquisition and creative technologies.

Today we sit down with SteelHouse Chief Marketing Officer, Patrizio Spagnoletto to learn more.

Tell us about the product or service.

SteelHouse Canvas™ delivers a complete end-to-end digital marketing solution for brands to run superior display, retargeting, and acquisition campaigns. Marketers can segment their audience, get beautiful creative, optimize media buys, and analyze the results – all from one place.

Over 300 brands are currently using the SteelHouse cloud-based marketing platform, including Getty Images, Blue Apron, eHarmony, Oakley, Rosetta Stone & Staples.

How is it different?

Founded by veteran marketers, SteelHouse is built to perform and achieve results. The focus is on driving more revenue for clients by offering a complete marketing solution that includes segmentation tools, a creative ad builder, and an optimization engine – all from one beautiful user interface. Additionally, the platform features the most detailed analytics in the industry for complete transparency into clicks, conversions, and spend with visual reports that are presentation ready.

What market are you attacking and how big is it?

Digital marketing, eCommerce, Ad technology

What is the business model?

Hybrid Saas Model

patrizio_spagnoletto_largeWhat are the milestones that you plan to achieve within six months?

We will be launching the next generation of our marketing platform that will feature a unique Creative Ad Builder. With each new product and feature launch, we will continue to put more control in the hands of marketers and provide better performance.

Tell us about your experiences with fundraising?

We couldn’t be happier with our current investors. We have three great investors and allies in Greycroft Partners, Baroda Ventures, and Rincon Ventures.  Dana Settle, Peter Lee, and Jim Andelman are each supportive, engaged, connected, and know the space very well.

What does being “Made in LA” mean to you and your company?

LA has always been a leader in setting trends, especially when it comes to creative endeavors. It was only a matter of time before the tech scene emerged in a big way to partner with the many entertainment businesses located in the area. To us, being Made in LA means resisting conformity and thinking outside of the box to promote innovation and change that will have an impact on businesses across the world.

What else can be done to promote early stage entrepreneurship in Los Angeles?

Most people consider technology “unsexy” and we think that couldn’t be further from the truth. Our office is full of smart, young creatives and engineers full of ideas on how to revolutionize the advertising industry through technology … and we have a lot of fun in the process. To promote entrepreneurship in LA, I think it’s important to reinvent the way LA sees technology fitting into the culture.

What’s your favorite after work activity in Los Angeles?

We truly enjoy and support the community in Culver City that has an amazing restaurant and art culture.

SteelHouse UI

About the author: LA TechWatch

LATechWatch is a property focused on the Los Angeles technology, startup, and entrepreneurial ecosystem with a global readership of highly affluent and educated individuals across 200+ countries.

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