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AdTaily.com
IndustryAdvertising network, Software
FoundedUnited KingdomLondon, UK (2009)
FounderJakub Krzych, Marcin Ekiert
Headquarters9 Devonshire Square, London, , EC2M 4YF, United Kingdom
Productsadtaily.com, self-service advertising solutions
Websitewww.adtaily.com

AdTaily is a self-service advertising platform, whose aim is to help the online publishers turn their visitors into advertisers by selling ads directly [1]. The idea behind AdTaily’s self-service advertising solution (their ad-serving widget) is to make it easy for both the publishers and the advertisers to buy and sell ads (they say this can be done in a matter of 3 clicks, to illustrate the simplicity of the solution). Instead of using the popular CPC or CPM method of charging the advertisers for displaying their ads on a particular website, AdTaily chose to charge per day, per week, or per month, which they think is a concept better understood by both small and big advertisers. [2].



History

The story of AdTaily started in September 2008, as an online project qualified for the Seedcamp London 2008 final.[3]. Back then, AdTaily was just an idea, presented (with help of a PowerPoint presentation) by Jakub Krzych and Marcin Ekiert, who later became founders of the company. The basic idea was to make buying and selling online ads directly as easy as possible. The first (beta) version of the AdTaily self-service ad system appeared online about half a year later, available to only 250 chosen bloggers, who were supposed to test the system on their blogs. As AdTaily wanted to concentrate on the “Long Tail” of the Internet, the blogs seemed to be the perfect place to test out their ad-serving widget. For the next two months, the system was available on invitation-only bases but it still managed to reach 800 users, before it was made publicly available. The company has been successfully growing on the Polish market ever since [4].

File:Adtaily development wykres.png
Timeline of important events in the early history of AdTaily (in Polish)

In July 2009, Agora SA, a Polish media group, invested in AdTaily [5], and started using the AdTaily system across 80 per cent of its portfolio of websites. [6].

At the beginning of 2010, Adtaily opened an office in London, and launched an international version of its service, in order to reach more global audiences. [7].

In July 2010, AdTaily was named one of the Europe’s 25 Most Creative Companies by the CNBC Business magazine. CNBC justify their decision by saying that AdTaily fulfils the “democratising promise of the internet” for advertising, allowing the small advertisers in the “Long Tail” of advertising to be able to advertise in a way that is better understood than “buying 1,000 impressions that go away in a couple of minutes,” which for them “can seem as a scam.” According to CNBC, the AdTaily system is “simple and disruptively cheap to use.” [8] By September 2010 16.000 publishers installed the AdTaily widget, generating 1 billion monthly impressions and 1,5 million clicks. There were 5200 paying customers and 30000 ad units sold monthly [9]


Self-Service Advertising System

The key idea, which AdTaily base on, is that any website or blog visitors are potential advertisers. Hence the motto of the company “Turn your visitors into advertisers.” According to AdTaily, all of the people who visit a website are interested in its content, and some of them may also be interested in advertising their business or website to the like-minded audience [10].

AdTaily’s business model is based on the simplicity. The AdTaily self-service advertising widget allows the advertisers to buy ads in as few as 3 click, without leaving the publisher’s website [11]. Its integration with PayPal makes the payment process easy as well (although one must set up a PayPal account first, to be able to pay for the ad campaigns, a well as to be able to make money by selling ads on a website). AdTaily also use a single, 125x125px banner format, so that an advertiser could place the same ad on a number of websites without the need to change the ad format. The process of adding the ad to a website is rather intuitive.

For the publishers, the AdTaily solution tries to be as simple as possible as well. All they have to do is create an account on the AdTaily website, after which they receive the widget code, which they have to paste into their website. The widget “auto-fits” to the section in which it is placed [12]. The only problem with the code is that one has to know at least some html basics in order to know how and where to paste it. Another advantage is that for ads sold directly through the publisher’s website, the publisher keeps all of the revenue generated through the AdTaily widget [13] Also, the publishers have full control over what ads appear on their website (they can choose to moderate the ads) [14].

According to Marcin Grodzicki of AdTaily, this model is appealing to both small publishers and small advertisers. For the publishers, it means that with any kind of traffic, they can start monetizing on their targeted audiences (and also get the statistics for how the ads are performing on their website via the AdTaily widget). Especially for the small website publishers and bloggers, "the traditional direct sales model is quite expensive and you’re not able to sell ads at £100 to a local shop because it would cost you more to process the sale itself than the revenue you would actually get from it." With the AdTaily model, they keep 100% of the proceeds from selling an ad through their website or blog [15].

When it comes to the advertisers, Grodzicki says that a lot of them “haven't advertised online before [and] being able to let them set up an ad in the place it will appear is important to them. Basic advertisers understand per day rates. It’s taking the magazine and newspaper classified ad system to the web [16]."


Problems with AdTaily

Even though AdTaily has a lot of satisfied customers, especially in the Polish market [17], there are some publishers who are unsatisfied with the system, saying it does not attract enough advertisers, especially in the international version of the service, where the online store for advertisers (allowing the advertisers to place the same ads on multiple websites) have not been set up yet. [18]. There are also some doubts in how the system works exactly, and how to use it [19]. However, it may be too early to criticise AdTaily, as it is still in the process of development of new features and improvements, many of which they inform about on their blog [20].


References

  1. ^ http://www.killerstartups.com/Blogging-Widgets/adtaily-com-selling-ad-space-in-a-direct-way
  2. ^ http://eu.techcrunch.com/2010/04/22/adtaily-wants-to-help-publishers-turn-readers-into-advertisers/
  3. ^ http://blog.seedcamp.com/2008/09/our-seedcamp-2008-finalists.html
  4. ^ http://interaktywnie.com/biznes/artykuly/biznes/adtaily-historia-start-upa-5105
  5. ^ http://blog.adtaily.pl/agora-sa-zainwestowala-w-adtaily/
  6. ^ http://www.journalism.co.uk/2/articles/539080.php
  7. ^ http://forum4editors.com/2010/08/how-to-monetize-online-niches-local-sites-and-blogs/; http://aimgroup.com/blog/2010/06/18/adtaily-expands-from-poland-to-u-k/
  8. ^ http://www.cnbcmagazine.com/story/europeas-25-most-creative-companies/1182/1/
  9. ^ http://forum4editors.com/2010/09/adtaily-when-a-reader-becomes-an-advertiser/
  10. ^ http://eu.techcrunch.com/2010/04/22/adtaily-wants-to-help-publishers-turn-readers-into-advertisers/
  11. ^ http://www.cnbcmagazine.com/story/europeas-25-most-creative-companies/1182/1/
  12. ^ http://www.bloggingpro.com/archives/2010/04/28/sell-commission-free-banner-ads-with-adtaily/
  13. ^ http://www.murraynewlands.com/2010/03/adtaily-review/
  14. ^ http://www.bloggingpro.com/archives/2010/04/28/sell-commission-free-banner-ads-with-adtaily/
  15. ^ http://www.journalism.co.uk/2/articles/539080.php
  16. ^ http://www.journalism.co.uk/2/articles/539080.php
  17. ^ http://www.crunchbase.com/company/adtaily
  18. ^ http://www.howtomakemyblog.com/monetize/why-the-readers-would-want-display-advertising-on-my-blog/
  19. ^ http://pagestat.com/blog/2010/06/18/adtailycom-review-turn-visitors-advertisers/
  20. ^ http://blog.adtaily.com/
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