Ad Exchange Invests Millions In Technology

WebVisible screenshotAd exchange WebVisible plans to spend millions of dollars to support new services set to roll out by the end of the year, according to Kirsten Mangers, co-founder and CEO. Another $2 million could go into processing power, computer platforms and a new data center supported by SunGard to host the growing amount of data the Irvine, Calif.-based company collects and stores.

Research and development will get the biggest financial infusion both this year and next--up to $2.5 million--to design new tech products. On the drawing board are services based on mobile and video, along with modules that CRM vendors can integrate into software as a service (SaaS) applications.

WebVisible is in discussions with an unnamed "major CRM" vendor that wants to offer marketers an option to create online campaigns through its SaaS application. The module would rely on Web services to connect the CRM app with WebVisible's ad network exchange platform called Geneva, originally introduced in 2001, Mangers said. Once integrated, it would let marketers design and drive online ad campaigns directly through the CRM app, she said.

Some of the company's 22 engineers are working to support the module, along with building APIs to integrate and expand with other networks and media companies. "We have a landing page tool, but imagine if that landing page closed the loop by including video and email lead-generation forms," Mangers said. "More importantly, let's talk about SMS. You can't just sell 'SMS' as a feature. You need to make it local."

The Quality Assurance department at WebVisible has been testing SMS support before taking it to companies such as AT&T for review. Categories built into the service will automatically assign SMS features to each business sector. For example, carpenters who spend days on roofs with hammer in hand, rather than in front of a desktop computer, could choose to get leads from clicks sent to their mobile phone rather than the PC.

The added "opt-out" SMS service will "force sales team and merchants to work effectively in their respective verticals." No easy feat, Mangers said, considering that she counts 23,000 recognized small business categories per the U.S. Census Bureau. She hopes the new features will keep smiles on the faces of executives who sign partner contracts, which can range between 12 and 36 months, and sometimes more.

A business decision to encourage small business owners to produce user-generated content aims to increase ratings and reviews for organic search. Web directories distributed to local publishers that don't have them could also assist in the search.

WebVisible serves tens of thousands of small businesses that typically spend between $3,000 and $10,000 annually on advertising. The company has run more than 65,000 ad campaigns in 11 countries since launching.

As for mobile, it is likely that WebVisible will initially launch the feature in a bundled package, rather than a stand-alone service. The nascent ad market for mobile messaging, displays and search has been growing at a snail's pace, but Mangers still wants to offer up the option to clients. Mobile advertising worldwide should reach $19 million by 2012--up from $4.5 million in 2008, according to eMarketer.

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