TechInsights Launches Online Portal for Ad Buyers

United Business Media’s TechInsights group, which includes EE Times and TechOnline, has launched an online portal that allows customers to independently search and buy ad packages among its more than 80 products.

TechInsights Direct was developed in partnership with Balihoo, a company that sells advertising productivity tools. The portal is designed to be a “one-stop shop” where marketers can search and browse inventory, purchase advertising and upload their creative directly. Though TechInsights CEO Paul Miller is “loathe to say it is the Expedia of the media space,” he says it is similar in that it puts research and transaction capabilities into the buyer’s hands.

“This will help us with the long tail of customers we can’t reach,” Miller told FOLIO:. “It’s a way for these customers to come in and begin that process of interacting. It’s good for small customers and great for incremental spends from existing customers.”

The portal is also designed to free up salespeople’s time. “They don’t need to be used on a smaller $3,000 sale,” Miller says. “That can clog up a whole week if you’re not careful.”

Implementing the technology was a complex process, according to Miller, and took about three years.

According to Shane Vaughan, vice president of marketing at Balihoo, the technology isn’t quite an ad portal just yet, as it isn’t able to preflight check files, but those capabilities are on Balihoo’s roadmap. For companies that already have ad portals, he says, “the two systems are integrated and work in conjunction.”

TechInsights pays Balihoo for an annual renewable licensee for the software and some revenue share.

COMMENTS: 3

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It's not like expedia

Submitted by Anonymous on Wed, 08/20/2008 - 13:23.

There is a huge difference. I never had airlines calling me to book flights, so expedia was just a better way for me to do business. But I do have ad reps calling me with special attention, insight, deals, etc. So why would I want to waste my time with an expedia-like ad service. UBM may be trying to save cash on personnel, but they're missing the human interaction that has always made me spend my ad dollars. I guess they don't care about the little guy. $3,000 is a sig. spend to me, Miller.

Concur: Its not like Expedia

Submitted by Anonymous on Thu, 08/21/2008 - 12:57.

If your going to make an analogy, get it right. If this tool were like Expedia, I would be able to compare other media companies products from Hearst, Reed, and others. While I do think this will probably be a very useful tool, human interaction and knowledge is still the key in this business

Missing the Point?...

Submitted by Anonymous on Thu, 08/21/2008 - 14:17.

Just went in and worked with a large agency to take a look- it's a great idea- it's got nothing to do with cutting out personal interaction or $3,000 or $30,000- if I know I want xx,000 banner ads for a propmotion next week, this saves me time- still need my rep.- but for other things. I agree that the expedia analogy isn't real- but if I know where I want to fly next week and get at least a good a price on-line- again- don't waste my time, however for custom travel- I want to talk to someone. Great idea! Congratulations.

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