Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Performance Marketing » Automated, multichannel display advertising for small businesses finally coming to fruition

Automated, multichannel display advertising for small businesses finally coming to fruition

iPromote provides simplified, cross-channel campaign creation based on existing content and creative assets for 'micro-budgets.'

Greg Sterling on December 7, 2017 at 9:36 am | Reading time: 2 minutes
Roughly a decade ago, a variety of companies were trying to simplify and make (self-service) display advertising accessible to small businesses (SMB): AdReady, AdMission and iPromote. Today, only iPromote is still carrying that torch; the others have been acquired or exited the SMB market. While they weren’t all the same and used different tools, it’s safe to say that these companies were well ahead of their time in one way or another. And most weren’t able to make good on their promises of simplicity and performance. Now, the market and technology have caught up and started to make automated cross-channel display advertising for SMBs a reality. iPromote says its mission is “to make display advertising accessible and affordable to every business, regardless of budget, through technology designed from the ground up.” The company’s technology automates the ad-creation process by pulling creative assets from existing SMB websites and social media. It automatically builds multiple creatives and ad units for PC display, mobile, social, video (slideshows) and native. Those can be customized or edited with relatively little effort. It’s also starting to integrate search marketing into its portfolio, which was a missing piece of the “all-in-one” approach. The company reports that it has 30,000 SMB advertisers, mostly served via a network of third-party media company resellers, though self-service is available. iPromote argues that it provides “full funnel coverage” through brand/awareness placements, search, social and retargeting. iPromote also says it uses machine learning and its trove of historical campaign performance data to optimize for smaller budgets. It uses Google, Facebook and the programmatic exchanges for placements and audience reach. I haven’t seen any campaign performance data, but the ad-creation process is impressively simple. Automation and machine learning promise greater sophistication, efficiency and simplification for the entire ecosystem, from the largest brands to sole proprietors. And while a version of this promise for the SMB market has been circulating for years, only now are comprehensive advertising solutions (that work) starting to become a reality.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Will in-person events continue to be impacted as COVID constantly reinvents itself?
    Marketers say biggest challenge is getting cross-department alignment
    Study: Marketing automation teams mired in execution, neglecting strategic priorities
    Only 38% of marketers very confident in their customer data and analytics systems
    Does your email copy persuade or sell?

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Performance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

SEO Recon: The What, Why, and How for Building Amazing Links

Unlock the Cutting-Edge Potential of QR Codes

Why Finding the Right Platform is the Key to Winning in Email Marketing

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The Definitive Buyer’s Guide to Collaborative Work Management for Marketers

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.