Episode 135 - Eskimi's Founder & CEO Vytas Paukštys On Ditching ‘Boring Digital Ads’ & Becoming A Leading Digital Advertising Platform In Africa.

Eskimi's story is one of bold pivots, relentless innovation, and a drive to redefine digital advertising. In an exclusive episode of the Pure Digital Passion Podcast, I sat down with Vytas Paukštys, Founder & CEO of Eskimi, to unpack the company's journey - from its early days as a mobile social network from Lithuania to becoming one of the most influential full-stack creative and digital advertising technology platforms in Africa and beyond. A 14-Year Reunion: From Lagos to Nairobi I first met Vytas in Lagos, Nigeria, in 2012, when I was working at InMobi, a global mobile advertising platform. At the time, Eskimi was a mobile social network with a massive user base of millions in Nigeria. Over the years, Eskimi evolved into a demand-side platform (DSP) and, more recently, has rebranded into a creative-driven digital advertising technology platform offering end-to-end solutions for agencies and brands. Sitting down with Vytas in Nairobi for this episode felt like a full-circle moment as we explored the past, present, and future of Eskimi. The Pivot: How Eskimi Became A Digital Advertising Giant In Africa & Beyond.  Eskimi's evolution wasn't a straight path. From mobile content to telecom solutions and then to social networking, the company experimented with various business models before realizing the potential of digital advertising.  The turning point came when Eskimi started buying digital ad inventory to grow its own network, only to discover a huge demand from advertisers wanting to leverage its platform. What began as an internal experiment soon became the foundation of Eskimi's DSP business, which now operates in over 40 markets globally. Breaking the Mold: More Than Just a DSP With Eskimi's recent rebranding, the company has gone beyond being just another programmatic advertising platform. Unlike conventional DSPs, Eskimi now offers AI-driven creative solutions that incorporate neuroscience insights to optimize digital ad performance. As Vytas put it: "Who is the enemy? The enemy is boring. Boring ads waste money. Our goal is to make advertising more engaging, more creative, and ultimately, more effective." This philosophy is at the heart of Eskimi's new BrandFormance strategy - a powerful blend of branding and performance marketing that helps advertisers not only drive conversions but also build long-term brand equity. AI, Neuroscience & Brandformance: The Future of Digital Ads Eskimi's transformation is fueled by cutting-edge AI and neuroscience tools that enhance ad effectiveness at every stage: Neurons AI: Uses eye-tracking technology to predict engagement and optimize creative assets before campaigns go live. Lumen Attention Metrics: Measures real-time audience attention to ensure ads are actually being seen - not just served. Full-Funnel Analytics: Tracks brand awareness, customer engagement, and conversions to deliver actionable insights. By integrating these tools, Eskimi ensures that digital campaigns aren't just data-driven but also creatively compelling. Why Africa? Eskimi's Commitment to the Continent Africa has been a key growth market for Eskimi. It has well established operations in Kenya, Nigeria, South Africa, Ghana, and Francophone Africa, the company continues to deepen its presence across the region. Unlike many global adtech players that operate remotely, Eskimi has dedicated teams on the ground, ensuring they fully understand local market dynamics, consumer behavior, and brand needs. What's Next for Eskimi? Vytas shared that Eskimi's focus for the next 2 to 5 years is deepening market penetration rather than rapid expansion. Instead of entering new regions, the company plans to: Strengthen its AI-driven creative suite to enhance ad personalization and engagement. Invest in local talent and partnerships to solidify its role as Africa's premier advertising technology provider. Educate brands on BrandFormance strategies to help businesses optimize their digital marketing.