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  • The Age of DIY Online Advertising

    Feb
    17
    posted by Sneha Menon on Wednesday, February 17, 2010 at 2:12pm Categories: Blog

    adengine-1We live in an age where we are constantly inundated with services from different ad agencies and social media consultants to enhance your online brand presence, creating online distribution channels and what not. Primarily you have your SEO, which boosts the overall presence of your site in search engines and then you have ads where you pay to get featured in prominent networks and portals. With the explosion of myriad ad-networks, where each ad network has different click-through rates, ROI value and different categories of display of ads. It can get very confusing for the users. To solve this confusion, a Singapore-based startup – MyAdEngine helps in running all your ad campaigns across different networks through a very simple DIY application.

    MyAdEngine calls itself a dashboard for online marketing. It serves as a one-stop platform for clients to create and manage all their advertising campaigns. Currently, they cater to Google, Yahoo and Microsoft market for text ads which arguably, makes up for at least 25% of the market share. With regards to social ads, they serve only Facebook as of now and are constantly adding different platforms to their engine.

    Some features of this platform include, Creating and Customizing ads as per your requirements and budget, Ability to turn the ads on/off for specific days, Basic analytic and reporting features to inform users,which networks provide the most value for them. MyAdEngine mainly targets the e-commerce and SME’s market as they believe that such companies don’t have time and budget to dedicate resources to hire ad agencies or build software to manage their campaigns.

    Ad EngineMyAdEngine

    If we take larger corporation or MNC’s into consideration, there are hordes of enterprise softwares suites that manage advertising networks for them and offers multitude of features like video ads, access to majority of ad Platforms, intelligent reporting of tangible actions triggered by campaigns.

    If we look at the enterprise advertising tools, they definitely beat the web application like this, in terms of features and analytics tool. But, are these features necessary for their clients is the big question. Pual Buchhiet, creator of Gmail and Friendfeed recently wrote about how more features = better product is the root of bad product design and why we are seeing the downfall of many enterprise softwares in the market. He writes about picking three key attributes of your product and perfecting those things and forgetting about everything else.

    MyAdEngine currently focuses on three aspects of their platform: Aggregation, Automation and Allocation and getting these things very very right. Aggregation mainly focuses on getting different ad networks on their site. Currently, they cater to only big behemoths in the ad networks market namely, Google, Yahoo and Microsoft. But they are working on expanding to more platforms to give the users more options. With myriad platforms, the issue of customization and personalization arises, for which automation is done by the engine. With such automation, the application automatically suggests different keywords for the platforms, according to user needs.

    Allocation is the one of the major obstacle when it comes to online advertising. With budget constraints, the user is usually left confused, as to which platform they should adopt and at what time and day do they garner maximum value. The reporting and analytics feature of MyAdEngine assists the user in taking such key decisions by providing customized reports with respect to different platforms and different days and times.

    Though the product is still in a unpolished state, the application has managed to gain some traction from its users and if you are interested in giving it a try, hop over here.


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