Media Bites January 2011

Adneedle.com Makes Digital Media Planning a Breeze

Chrissie Van Wormer

Michael J Massey

One of the biggest challenges for any business these days is to figure out what is the best method to advertise your goods or services and more importantly where. Certainly the newest and most exciting advertising avenue is digital media. As proponents of all things digital, we have not been surprised that digital placement has grown like wildfire and is currently on track, according to Forrester Research, to reach nearly $55 billion by 2014. This will represent 21% of all marketing money spent as marketers shift dollars away from traditional media toward search marketing, display advertising, email marketing, social media and mobile marketing. For business owners and entrepreneurs, we know from personal experience and from the experience of our buying clients that digital placement is by far the easiest form of media to create, to launch and most importantly to track with real time statistics.

During Forrester Research’s study on how technology can help interactive marketers better integrate search and display media (December 2010), one of the key findings was that respondents to the survey feel that if they could find an online ad management platform that would facilitate measurement and streamline ad campaign processes, the online experience would be less cumbersome and easier to quantify. Well, we’re excited to have one up on the marketers that Forrester’s surveyed. We know there is just such a product and even more exciting than that, it is locally developed and operated.

Adneedle.com is a start-up that, in our opinion as experienced media planners and buyers, is about to change the way online advertising is purchased and reported. Adneedle has been developed over the past year by two young and very talented programmers both of who areGoogle certified along with two very experienced and uniquely qualified marketers. We were thrilled to find out that this forward thinking team has figured out how to blend Facebook and Twitter with google analytics. The really great thing about this product is that the online advertiser is able to view the effectiveness of an entire blended campaign right in Adneedle’s dashboard rather than having to move from google to check a report, to yahoo to check a report, to bing to check a report, to facebook to check a report, and then over to twitter to check yet another report. The analytics from each one of these platforms shows right up in Adneedle in your campaign analysis report. With the capability to view the effectiveness of an entire blended campaign in one single place, the advertiser has the opportunity to make better decisions and ultimately increase response. The system is even designed to deliver media suggestions and offers keywords and strategies for better advertiser results. There is a cool digital meter on the report page that displays how effective your campaign might be as you make your media choices. Adneedle’s unique targeting technology delivers ads to potential customers using a combination of behavioral and geo-targeting. And yes, Adneedle does handle mobile media placement. Beyond everything else we’ve mentioned, it also handles placement across multiple channels which include search, banners, and video ads. You can check Adneedle out for yourself at www.adneedle.com. Sign up and register. There is no fee and there are contracts. An added plus is that since the product caters to small and medium sized businesses, there is technical support available 24 hours a day for anyone who may need additional help in setting up an online campaign. Or maybe you’re not ready to set up a campaign. That’s great, too. Just go in and check it out. Ask questions. Request a demo. And keep in mind that this is a local company who has done something that so far the big boys haven’t figured out.

We’re excited when we come across products like Adneedle and will continue to share these opportunities as we find them. Please check out Your Ad Here: De-Mystifying the Business of Media and Advertising for additional media resources.