Originally appeared in StreetFight Magazine.
Simpli.fi is adding the ability for brands to execute ad buys on Google Ads (SEM) and YouTube through its consolidated advertising automation platform. While brand advertisers had previously been able to manage CTV, addressable, mobile, video, display, native and social advertising through Simpli.fi’s solution suite, the addition of Google Ads and YouTube marks a considerable step forward for Simpli.fi — and the industry it supports.
“Both Google Ads and YouTube advertising play an important role in a comprehensive digital ad strategy,” says Ryan Horn, senior vice president of marketing at Simpli.fi. “Google Ads are a great way to get in front of potential customers who are already showing interest or intent for your product or service. They are taking actions to learn more or make a purchase. YouTube is the most watched video service, which means that there is a huge opportunity to get in front of your desired audience.”
Simpli.fi’s announcement comes as spending on search advertising continues to rise. “Near me” searches on mobile have become a primary tool for consumers searching for businesses on the go, and Google is seen as having a lock on the market through Google Ads.
There’s no underplaying the role that Google and YouTube play in digital ad strategy for today’s largest multi-location brands. An incredible 96% of brands spend money on Google Ads, and 77% of marketers plan to increase their Google Ads spend over the next 12 months. However, Simpli.fi’s decision to open up its solutions suite to include Google Ads and YouTube advertising is part of a broader push among adtech providers to become all-in-one platforms, rather than vertical-specific solutions.
Horn says brands and media agencies today have more advertising channels to choose from than ever before, and it’s hard to know where to invest ad dollars with so many options available. Expanding Simpli.fi’s platform to include two of the most popular advertising channels will bring more brands into the fold and make the Simpli.fi’s solutions suite more useful for the company’s existing clients.
“ROI is at a premium, and brands need to know what is performing and driving the business,” Horn says. “We’re also seeing that with the difficult hiring climate, brands are looking for partners that can help them to streamline their processes and make them more efficient.”
One of the most well-known automation platforms in the space, Simpli.fi currently works with more than 1,500 agencies, advertisers, and media buying organizations to execute more than 120,000 campaigns in a typical month. The company’s solutions are designed to help clients perform more efficiently and maximize ROI on their ad spend across CTV, mobile, display, Facebook and other media types.
In February, Simpli.fi announced a partnership with the social display advertising firm Spaceback, which allowed advertisers to automatically convert social media content into programmatic display ads. As part of that partnership, Simpli.fi clients are now able to quickly translate social media posts into production-ready creative assets pre-configured for immediate activation.
With the launch of the company’s newest capabilities, advertisers will be able to execute, optimize, and receive reporting on campaigns across programmatic buys, Google search, YouTube, and Facebook. Horn says being able to manage all digital media buys through a single partner streamlines workflows and boosts effectiveness and efficiency. It also allows budgets to be optimized to the best performing channels in real-time.
“Brands will also benefit from having a unified support team that understands the brand’s goals and can tailor holistic strategies to achieve them,” Horn says. “Additionally, brands can benefit from the efficiencies of consolidated reporting [and] invoicing.”
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