Platform integrates banners and Facebook promos.
American Express continues its dedicated push to attract small-and-medium-sized businesses. The credit card firm today announced AdManager, a display advertising product that lets SMBs create and test campaigns on major networks and Facebook.
Robert Ciccone, VP of Amex's SMB-focused "Open" initiative, said companies could target ads via Google Network, DoubleClick Exchange, Right Media, Yahoo Network, AppNexus, and Microsoft. Ciccone told ClickZ they'll be able to view cost-per-click analysis and other metrics on a backend dashboard.
"It is quickly becoming clear that there are huge opportunities that online display advertising presents to reach and convert their customers where they live their digital lives," he said. "They can also start, stop, and change campaigns anytime. [They can test] multiple messages to find and promote their best-performing offers and save time measuring campaign success with advanced analytics and easily track performance for each ad they have in market."
Ciccone said that banner video ads will be part of the offer. AdManager will allow SMBs to integrate display ads across the web in conjunction with Facebook campaigns, he said. "[They] can launch an online display ad campaign on their own in hours, not weeks, giving them more time to spend on their marketing strategies and less time stuck in the weeds of tactical campaign management," the VP said.
Amex has partnered with Seattle-based AdReady to provide the display advertising technology behind the new initiative. AdManager builds on the Open products that New York-based Amex has been developing since the 2007 launch of its Plum credit card for businesses. Last year, it launched SearchManager, which was designed to aid SMB's search marketing efforts.
Three weeks ago, the company launched a contest called "Facebook Big Break for Small Business," giving small businesses the chance to win $20,000 cash and a trip to Facebook's headquarters. Five winners will fly to Palo Alto, CA, where they can attend a "boot camp" on Facebook advertising and marketing. In addition, 10 runners-up will win $2,500 worth of credit for Facebook ads.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT