BeReal launches its ad business in the U.S. just as others pull back

BeReal is betting that everyone else’s uncertainty is its moment.

Despite starting out as an anti-ad platform, the social app is kicking off its U.S. ads business today, at what might seem like the worst possible time to ask marketers for money — when budgets are tight and patience is tighter. But according to BeReal’s U.S. ad chief, the surrounding chaos isn’t a hurdle, it’s an opening.

“From what I’ve heard from my contacts on the agency and brand side in the U.S., there’s a need for an alternative to the polished, less authentic content that users are consuming and they are seeing a rebalance of ecosystems,” said Ben Moore, who is joining BeReal as managing director of the U.S. on Monday, from Walmart Connect. “Agencies are definitely reevaluating where they show up and that’s where we come in.”

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