Simply.com is one of the most progressive online advertising networks: leading the way in Europe today, and it shows no sign of slowing down. Aimed at small to medium-sized businesses who are looking to advertise their products and services online in an innovate and creative way, this service provides business owners a more simplified and effective way of advertising online. True to its name, users of Simply.com do not need a deep understanding or any expertise of online advertising to proceed with launching their campaigns. Nor do users need the kind of time and technical know-how to manage online advertising campaigns that is required with other more traditional advertising sites.
Richard Igoe of SearchGap.com has recently interviewed Simply.com’s UK Marketing Director, Matthew Brown. Mr. Brown provided more insight about the website, including how small and medium businesses will benefit from working with Simply.com, how campaigns benefit from highly efficient ad production services, their creative and fully automated, self-serve offerings and how it has secured special licenses for Google Adwords, among other topics.
Here’s a full transcript of the interview:
SearchGap: Hi Matthew. Thanks for agreeing to the interview. For those who don’t know, could you please tell us “What is Simply.com”?
Simply: Simply is a division of Dada SpA which was formed in 1995 and soon became one of the main Italian websites for establishing an internet presence. In 2006 we went international and have since been acquiring leading internet companies in Europe, including Nominalia which is the leading domain registrar in Spain, Namesco in the UK and the Amen Group in France. This has allowed us to become a major player in the online advertising market in Europe and we have currently about thirty five million monthly unique visitors across all of our sites worldwide.
SearchGap: That is a lot of eyes. Could you please explain in a few sentences exactly what Simply.com does.
Simply: Basically our platform offers small and medium sized businesses a simple yet powerful way to advertise online, without having to understand the intricacies of online marketing. A lot of small and medium sized businesses don’t really have the technical know-how or time to manage online advertising campaigns effectively. What we do is make the process easier for them by allowing them to enter just a few key details on to our control panel, such as their budget, ad details, website address, and the region they want to target, and we then take over and manage the complexities of targeting and optimisation to deliver effective low cost campaigns. Users can choose between Simply Keywords to advertising on Google or Simply Network to enter Simply’s proprietary ad network of over 6,000 quality publishers.
SearchGap: So with Simply Keywords are you competing with Google Adwords™?
Simply: No, quite the opposite. We are actually the first authorized reseller for Google Adwords™ in Europe to have a multi-country contract, and our online advertising staff are qualified Google Advertising Professionals. What Simply offers is an ability to use and maximise Google Adwords™ without having to invest the time and expertise normally needed.
SearchGap: I think people considering using your ad network, Simply Network, would probably be asking themselves the question “What benefits are there of using your network over other ad networks on the market?”
Simply: There are a number of benefits. Simplicity is one of them. Simply does not require regular day by day management and optimisation. Simply only requires basic information to start the campaign and we look after the rest. Effectiveness is another. For online advertising to work across an ad network you need two fundamental things; a quality of network in terms of the quality of traffic the network of publishers attract. You also need sophisiticated optimisation software. Simply has developed proprietary technology which uses multiple targeting technologies.
Our aim is to focus on “users” rather than on “content”. When optimizing the ad delivery we consider three different dimensions which can affect the click-through rate: behavioural, contextual and yield. When a user sets up a new online advertising campaign, each of these dimensions gets an equal weighting, but as we gather data on click-through, we adjust the weights so that if behavioural targeting is performing better than contextual targeting for example, it gets a higher weight and more ads are shown based on user behaviour. This is all done in real-time and allows us to dynamically optimise delivery of every single ad, delivering highly targeted effective online advertising campaigns at low cost.
SearchGap: That is interesting. So is there any evidence that this works better than traditional ad server technology?
Simply: Our Simply Labs did some research recently and compared 60 days of performance by Simply’s ad server to the overall ad server market using the same campaigns, the same ad creatives and publishers.
The results clearly showed a superior eCPM deliver by Simply.com, with a 107% higher return than the market average. As I have mentioned already one of the drivers of this is our software which optimises 3 types of targeting, including the all important behavioural targeting.
The study “Audience Ad Targeting: Data and Privacy Issues” by eMarketer, highlights the exponential growth of investments in behavourally targeted online campaigns.
It shows a growth in the US between 2008 and 2010 of +45%.
The main advantage of behavioral targeting is the ability to only show ads on sites that are relevant to the behavour of the user previous to visiting the site.
Through the use of behavoural targeting advertisers and publishers are able to increase the relevance of ads shown and therefore click through rates and revenue generated.
SearchGap: You mentioned that users can set up banner advertising. Do they need to have their own banners? How does this work?
Simply: This is also a very simple process. Users don’t need their own banners. We give them a number of proven templates to choose from. They select the banner style, add their logo plus additional images if needed, add their advertising message and can also change the colour of the background. The whole process takes about 2 minutes, and this produces a complete set of Flash format creatives of all the standard banner sizes.
SearchGap: So you are virtually giving people with no experience of graphic design or online advertising an easy way to advertise online. How fast is the business growing?
Simply: Dada as a group has 12 million end users of which over 7 million are paying subscribers. We serve about 450,000 companies and this is growing at around 10,000 a month so we are growing fast and the potential is enormous.
SearchGap: Do you think display advertising is the way forward for businesses to market their products and services?
Simply: Well the Internet Advertising Bureau IAB found that marketers spent over £3.5 billion on online advertising in 2009 and most of this is on paid search and display advertising. At the same time the amount spent on total UK advertising declined, so definitely people in the UK are looking more at online advertising. The good thing with online advertising is that it is much easier to measure and determine return on investment than offline methods.
SearchGap: Finally, you mentioned Publishers. How does Simply work with publishers? And who are the publishers?
Simply: Publishers are sites featuring ads from Simply. Simply effectively sits between advertisers and publishers. In the same way as we are always looking for new advertisers, we also want to build our publisher network, and offer on the site the ability for advertisers to also become publishers. This can also be quite a neat way to fund some if not all of your online advertising with Simply; having Simply ads appear on the site with the revenue generated to fund traffic building campaigns on the advertising side.
SearchGap: Well it has been interesting talking to you and finding out more about Simply.com and how you can help UK businesses with their online advertising. I expect we will see a lot more of Simply in the coming months. Thanks for your time.
We all know that small businesses typically have a small workforce of staff as well, and that often have to multitask or are unable to proceed with a project due to lack of technical or design expertise. In addition, the budgets of these businesses are smaller compared to their larger corporate competitors. These factors would usually put small businesses at a disadvantage, and unable to proceed with their campaigns on other online advertising networks. In contrast, Simply.com captures this varied market quite effectively. Simply.com works in favor of smaller businesses who want to express their own creativity rather than hiring an advertising company to take care of their campaign, as Simply.com can reach a greater audience through online advertising network and on their site they provide every single business person the tools needed to design, create and launch their advertising through a variety of modes such as banners, and click advertising.
Small businesses will also benefit from the fact that Simply.com is a certified Google Adwords reseller, and the first one in Europe at that. Thus, their site allows anyone to create online advertising campaigns that truly work and are cost-effective at the same time.
How about you, what do you think of Simply.com’s approach to online advertising? Do you think small and medium businesses will really benefit from what Simply.com has to offer? Or is it a bad move, considering some top marketing gurus have declared that online advertising is dead? Maybe they haven’t seen what you have. Join the discussion. Share your thoughts with us in the comment box below.