AddReality
AddReality is a Russian MarTech platform that provides centralized digital signage management, AI-powered audience analytics, and programmatic DooH advertising across 60,000+ screens for 200+ enterprise and SMB customers in retail, banking, transport, and HoReCa.
- Company typePrivate
- Founded2011
- HeadquartersBoston, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What AddReality does
AddReality is a Russian MarTech platform company headquartered in Saint Petersburg that provides centralized digital signage, audience analytics, and digital out-of-home (DooH) advertising software for retail, banking, HoReCa, transport, education, government, and other verticals. The company operates a multi-module SaaS platform built around a content management system (Addreality Platform / Addreality Manager), smart contextual broadcasting, AI-powered visitor analytics, programmatic and direct advertising sales (Dooh.one), audio broadcasting with a 10,000-track licensed library, and corporate TV. Its proprietary technology stack includes 100% in-house computer vision algorithms for face, emotion, age, and gender analysis, P2P content distribution for traffic efficiency, no-code template editing, and an open API for ERP, BI (Power BI, QlikView), and advertising platform integrations (VK MyTarget, ADV, Yandex). AddReality's hardware line includes the Addreality Box media player with embedded camera and an LED panel rental service, and the company supports Android, iOS, Tizen, webOS, macOS, Windows, and Linux endpoints.
The platform manages 60,000+ screens across 200+ customers, with a customer base that spans X5 Retail Group, Sber, Magnit, Lamoda, Verny, Asna, Lukoil, Russian Railways, Moscow Metro, Pulkovo Airport, CDEK, EuroChem, EVRAZ, and Bauman Moscow State Technical University. Reported revenue was 120 million RUB for 2020, and the company has expanded its product line continuously since 2021, adding AI Server, AI Player, and AI Designer modules in 2022 and refreshing the Addreality Player registration in 2024. AddReality has registered eight products in the Russian Software Registry and holds Skolkovo Innovation Center participant status, supporting its position in government and import-substitution procurement.
The business model combines SaaS subscriptions, one-time and term software licenses, hardware sales and rentals (LED panels, Addreality Box media players), partner channel revenue (white label, OEM, agent, reseller, integrator with up to 40% discounts), implementation and technical services, and programmatic/transaction fees from the Dooh.one ad platform. Go-to-market is sales-led for enterprise and mid-market accounts with personalized proposals and 14-day free trials, channel-led through a multi-tier partner program for IT, telecom, agency, and system integrator reach, and self-serve PLG for micro-business and SMB customers through online registration, a template marketplace, and direct ad ordering.
AddReality firmographics
Firmographics- Name
- AddReality
- Legal name
- OOO «Эддреалити»
- Website
- https://addreality.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AddReality is a Russian MarTech platform that provides centralized digital signage management, AI-powered audience analytics, and programmatic DooH advertising across 60,000+ screens for 200+ enterprise and SMB customers in retail, banking, transport, and HoReCa.
- Ownership category
- akta.pro rank
AddReality industry classification
Industry- Product category
- Digital Signage Software
- NAICS
- Software Publishers (513210), Motion Picture and Video Production (51211), Motion Picture and Video Industries (5121), Postproduction Services and Other Motion Picture and Video Industries (51219)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373), Household Audio & Video Equipment (3651)
- akta.pro primary industry
- Enterprise/Creator Video Hosting & OTT SaaS Platforms (MPACAAAL)
- akta.pro secondary industries
- Partner Integrations & Distribution (App Stores, Channels, OEM/Carrier Bundles) (MPAHAJAO), Virtual Production & LED Volume Services (Stage Ops, ICVFX, Real-Time Camera/Tracking) (MPADAHAB)
Keywords
Where AddReality is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AddReality business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure, Supply Chain
Revenue model
- SaaS Platform Subscriptions: Subscription-based pricing for software platform access, content management, smart broadcasting, and analytics features. Flexible tariffs based on device type and quantity. Includes 14-day free trial and various billing cycles.
- Software Licenses: Sale of software licenses including Addreality Platform, Addreality Designer, Addreality Player with video analytics, Addreality AI Server, Addreality AI Player, AI Designer, Addreality Manager, and Addreality Sound. Perpetual and subscription license options.
- Partner Program Revenue: Partners (resellers, integrators, OEMs) purchase licenses and equipment at discounted rates (up to 40% off) and resell to end customers. Revenue from license sales, equipment supply, and implementation services.
- Hardware Sales (Media Players, LED Panels): Sale of AddReality Box media players and LED panels (indoor and outdoor models). Equipment includes built-in cameras and face recognition systems. Also available via long-term rental.
- LED Panel Rental: Long-term rental of LED panels (P2.5, P3.07, indoor/outdoor models) with inclusive software license, media player, installation, and technical support. Rental terms from 1 month to 1 year+ with significant capital savings.
- Programmatic and Direct Ad Sales Platform: Platform fees from programmatic DooH advertising combining direct calendar sales with programmatic auctions. Supports CPM, CPV, AdPlays models with native connections to advertising agencies AddReality, VK MyTarget, ADV.
- Implementation and Technical Services: Professional services including system design, installation, configuration, onboarding, and technical support for Digital Signage deployment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | LED P2.5 Outdoor 54 rental from 15,100 RUB/month (1+ year term) |
| Subscription | Annual | LED P3.07 Outdoor 54 rental from 10,900 RUB/month |
| Subscription | Annual | LED P2.0 Indoor 54 rental from 9,800 RUB/month |
| Subscription | Annual | LED P2.5 Indoor 54 rental from 8,500 RUB/month |
| Subscription | Annual | LED P3.07 Indoor 54 rental from 8,400 RUB/month |
| Subscription | Monthly | Platform subscription based on device count and features |
| Subscription | Multi-year contract | Partner program with up to 40% discounts |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels10 records
AddReality product offering
Product offeringCore offering
AddReality provides a centralized SaaS platform (Addreality Platform) for managing digital signage and interactive communications on screens, tablets, projectors, and audio devices. The offering combines a content management system, smart contextual broadcasting, AI-powered audience analytics with facial recognition, programmatic and direct DOOH advertising sales, and audio broadcasting, sold via subscriptions and licenses primarily to enterprise retailers, banks, HoReCa operators, transport hubs, and government entities.
Product overview
AddReality is a MarTech platform for digital signage and DOOH (Digital Out-of-Home) advertising, founded in 2011 and headquartered in Saint Petersburg, Russia. The platform consists of the core Addreality Platform (CMS) for centralized management of digital screens, complemented by modules for smart content broadcasting, audience analytics, programmatic advertising, audio broadcasting, and the Addreality AI product line for computer vision-based audience measurement. Hardware offerings include Addreality Box media players. The platform supports multiple operating systems (Tizen, webOS, Windows, Android, macOS, Linux) and offers a no-code template editor for content creation. The ecosystem includes the Dooh.one sub-platform for programmatic DOOH sales and an LED rental service for hardware deployment.
Differentiator
Problem solved
Functional benefit
Brands
- Addreality Box: Media player for digital panels with built-in camera, face recognition system, and audience targeting capabilities.
- Addreality Editor
- Sound
- Addreality AI Player
- Addreality Manager
- Addreality Designer
- Addreality AI Server
- AI Designer
Products and services
- Addreality Platform Centralized MarTech platform for managing interactive communications with customers across all types of display devices (digital panels, tablets, monitors, electronic kiosks) and programmatic advertising in offline environments.
- Direct Sales (Advertising Platform) Platform for direct advertising sales with flexible pricing models including calendar-based placements, CPM, CPV, and advertiser portal for campaign management.
- Programmatic Advertising Programmatic DOOH advertising platform combining direct sales with closed programmatic auction for remnant traffic, supporting native connections to VK MyTarget and ADV.
- Audio Broadcasting (Sound) Audio advertising and background music system with 10,000+ track licensed library, voice announcements, P2P streaming, and RAO/VOIS reporting for music licensing compliance.
- LED Panel Rental Long-term LED panel rental service including installation, setup, maintenance, and remote management software. Available models include indoor and outdoor panels (P2.0-P3.07 pixel pitch), with terms from 1 month to 1+ year.
- Addreality Box (Media Player Hardware) Media player hardware device for digital panels with integrated camera for facial recognition and audience targeting capabilities.
- Dooh.one Programmatic Ad Platform Dedicated DOOH advertising platform for programmatic sales and ad management, including SSP and DSP interfaces for advertisers and device owners.
- Corporate TV Internal corporate television system for employee communications, surveys, training materials, and video streaming of company announcements.
- Marketplace (Ready-Made Templates) Library of ready-made templates for quick deployment of digital signage projects across various industries, available at /marketplace.
Quantifiable outcome
- Up to 30% sales increase with proper digital signage use
- +11 more outcomes
Companies that use AddReality
Customer profileNamed customers18 records
Segments15 records
Ideal customer profiles3 records
AddReality technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability11 records
Feature10 records
AddReality partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- YandexcoreAddReality developed a digital screen network for pharmacies 'Asna' based on Yandex solutions. Yandex provides programmatic infrastructure while AddReality provides the Digital Signage platform and hardware.
- VK (VKontakte) / MyTargetcoreNative integration with VK MyTarget advertising platform for programmatic DooH advertising campaigns, enabling cross-platform ad targeting and measurement.
- ADVcoreNative integration with ADV advertising platform for programmatic DooH ad serving and campaign management.
- Skolkovo Innovation CentercoreAddReality operates as a participant in the Skolkovo innovation center, conducting scientific research and development in strategic computer technologies and software. Company develops and commercializes new technologies under Skolkovo's framework aligned with Russia's scientific-technological development strategy.
- SDEK (CDEK)minorSDEK uses AddReality digital signage on pickup point devices for advertising and customer communications. Dooh.one agreement specific to SDEK devices.
Scale indicators13 records
Recent moves6 records
Expansion highlights6 records
AddReality competitors and assessment
Company assessmentDirect peers
- BrightSign: Direct competitor in digital signage media players and CMS. BrightSign's solid-state players and BrightSign Network compete with Addreality Box and the Addreality Player product line for enterprise digital signage deployments.
- Hivestack: Direct competitor in programmatic DOOH with global footprint. Hivestack's supply-side and demand-side platforms compete with AddReality's Dooh.one programmatic offering for advertisers and media owners across retail and OOH networks.
- Vistar Media: Direct competitor in programmatic DOOH advertising infrastructure. Vistar's SSP/DSP offerings overlap with AddReality's programmatic module, and both target the same advertiser demand sources for digital out-of-home inventory monetization.
- Broadsign: Direct competitor in enterprise DOOH and digital signage SaaS. Broadsign provides CMS, programmatic SSP, and audience analytics for out-of-home networks, overlapping with AddReality's Platform, Smart Broadcasting, and programmatic modules. AddReality even lists BroadSign as a past integration partner.
- Yodeck (by Intel): Direct competitor in cloud-based digital signage SaaS targeting SMB and mid-market. Yodeck's subscription pricing model and remote CMS compete directly with AddReality's SMB self-serve motion at /micro-business and the addreality.dooh.one portal.
- ScreenCloud: Direct competitor in cloud digital signage SaaS with no-code editor and broad app integrations. ScreenCloud competes with AddReality's no-code Template Editor and multi-OS Player across retail, corporate, and SMB segments.
- Place Exchange: Direct competitor in programmatic DOOH supply-side platform. Place Exchange's SSP enables DOOH media owners to monetize inventory programmatically, overlapping with AddReality's Dooh.one programmatic auction and SSP capabilities.
Broad incumbents
- Stratacache (Scala): Large established player in retail digital signage and experiential technology with global reach. Scala/Stratacache's enterprise CMS, media players, and in-store analytics compete head-on with AddReality's retail-focused offering and broader MarTech positioning.
Emerging players
- Kitcast: Direct competitor focused on Apple TV-based digital signage SaaS. Kitcast competes in adjacent digital signage segments and represents the kind of focused, single-platform SaaS player AddReality competes against for SMB and mid-market deployments.
- NoviSign: Direct competitor in digital signage SaaS with focus on templates and SMB pricing. NoviSign's CMS, no-code editor, and screen player compete with AddReality's comparable features, particularly in the small and mid-market segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
AddReality social profiles
Digital presenceAddReality compliance and trust
Trust signalCompliance4 records
AddReality financial estimates
Financial estimateRevenue estimate
Valuation estimate
AddReality leadership team
Management profileNumber of profiles
Profiles3 records
AddReality funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AddReality M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AddReality
What does AddReality do?
AddReality provides a centralized SaaS platform (Addreality Platform) for managing digital signage and interactive communications on screens, tablets, projectors, and audio devices. The offering combines a content management system, smart contextual broadcasting, AI-powered audience analytics with facial recognition, programmatic and direct DOOH advertising sales, and audio broadcasting, sold via subscriptions and licenses primarily to enterprise retailers, banks, HoReCa operators, transport hubs, and government entities.
Is AddReality a public or private company?
AddReality is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AddReality founded?
AddReality was founded in 2011. It employs 11 to 50 people.
Where is AddReality based?
AddReality is headquartered in Boston, United States, in the North America region.
How does AddReality make money?
Seven revenue lines are on record. SaaS Platform Subscriptions are the primary driver. The others are software Licenses, partner Program Revenue, hardware Sales (Media Players, LED Panels), LED Panel Rental, programmatic and Direct Ad Sales Platform and implementation and Technical Services.
Who are AddReality's main competitors?
Direct peers on record are BrightSign, Hivestack, Vistar Media, Broadsign, Yodeck (by Intel), ScreenCloud and Place Exchange. Stratacache (Scala) is listed as a broad incumbent. Emerging players are Kitcast and NoviSign.
Does AddReality have an API?
Yes. Open API for integration with external systems including ERP systems, data visualization tools (Microsoft Power BI, QlikView), data collection from questionnaires, weather data, and currency exchange rates.
What industry is AddReality in?
AddReality's product category is Digital Signage Software. Its primary akta.pro industry code is MPACAAAL, Enterprise/Creator Video Hosting & OTT SaaS Platforms, with a secondary code of MPAHAJAO, Partner Integrations & Distribution (App Stores, Channels, OEM/Carrier Bundles). Its NAICS code is 513210 and its SIC code is 7370.