Platform Providers Bring Digital Ad Buying to SMB Market

Written on
Oct 21, 2013 
Richard L. Tso  |

ADOTAS — According to recent research by BIA Kelsey, small and medium-sized businesses will continue to shift their marketing budgets towards digital advertising. The firm predicts that by 2015, SMBs will allocate 70 percent of their marketing budgets to digital and online media.

You may have caught my recent story about how the ad management process has quickly become a huge, unwieldy mess for advertisers to manage. As of late, a few emerging players have identified the SMB market as the one with most promise. Currently there aren’t many solutions that cater to ad spends of  less than $100,000 per month.

But now AdStage and now Dispop are among the firms working to allow savvy SMBs to tap into the ad targeting and retargeting capabilities across the Web and on Facebook.

“SMBs are desperately looking for ways to grow their business and reach new customers and online advertising has proven to be an extremely powerful channel,” said Sahil Jain, CEO of AdStage. “But there are many ad networks across search, social, mobile and display and managing campaigns across these networks are different without the proper tools.”

AdStage is an ad platform designed to build, manage and improve ad campaigns across several ad networks in a single location, including Facebook Ads, Google Adwords, Bing/Yahoo and on LinkedIn.

While there are larger ad management competitors like Marin, Kenshoo and Adobe Marketing Cloud, they really don’t focus on serving the smaller SMB market since they are relatively expensive, require large minimums and require extensive training and account managers to get up and running.

Last week, ad design company Dispop announced its own play to help SMBs get a 360-degree view into campaign creation, deployment and performance. Dispop works by allowing advertisers to set a budget, set the targeting criteria, choose the types of sites their ads will appear on, as well as order or provide custom creative.

Dispop also integrates with major programmatic exchanges like: AppNexus, OpenX, Rubicon, Pubmatic, BrightRoll, Google and Facebook Exchange (FBX) for both direct targeting and retargeting from a single dashboard.

“After launching our ad design marketplace in July, we quickly realized that the ad-buying process is intimidating, disjointed, and confusing for advertisers just getting started,” said Ayal Ebert (pictured), CEO and founder of Dispop. “We decided to build-out and extend our platform to help streamline the entire ad process from ad creation and targeting to delivery and analytics. Since the SMB market is poised for tremendous growth in digital ad spend, we are anticipating this pivot and are offering the first DSP for SMBs to meet this need.”

Earlier this year, Dispop announced its that it had secured $600K in seed funding to launch its first-generation innovative crowdsourced ad design marketplace that allowed advertisers to tap into a vast network of designers, A/B test multiple banner variations and find the best performing ads for their online campaigns. This latest news extends the focus of the platform by enabling SMB advertisers who would like to run integrated media campaigns.

Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.

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