Toronto-based programmatic company EQ Works has introduced a self-service buying platform targeted at Canadian small and mid-size businesses. The tool provides a simple and straightforward workflow for buying targeted digital ads across display, video and mobile.
Many programmatic platforms have released software-as-a-service versions for media buyers that want to take direct control of targeting and cost optimization, but EQ plans to target small business direct marketers, rather than the agencies or trading desks which typically operate self-serve platforms.
EQ’s new platform, called Atom, aims to provide a simple and straightforward interface for one-off, small-volume and hyper-local campaigns. “The main difference between Atom and other platforms is that Atom was built to allow people without deep technical skill or expertise to set up, execute, manage and analyze digital campaigns,” said Geoffrey Rotstein, CEO of EQ.
Over the past year, EQ has focused on developing cross-channel targeting capabilities, adding mobile and video buying options, as well as extensive location data for mobile geotargeting provided through a partnership with Factual. It claims that Atom is now able to target users to within one mile of any North American street address.
Many SMBs, especially in e-commerce, have turned to programmatic to make their marketing dollars go as far as possible. Rotstein said he’s seen interest from clients in a range of categories including retail, restaurants, auto and e-comm.
“There is definitely a learning curve with Canadian SMBs on how programmatic works,” he said. “But once they understand how effectively Atom can target in terms of context and location and how cost effective it can be, interest levels are off the charts. We have been doing pilots throughout the country and results have been great.”
EQ hasn’t been the only ad tech company to recognize the opportunity in the small business market. One of Atom’s competitors will be SiteScout (owned by Centro), which is designed for targeted campaigns on budgets as small as $500. And other small DSPs with self-serve platforms, like SourceKnowledge and AcuityAds, have been increasingly catering to small business direct marketers.
But Rotestein is confident that with the level of support and guidance Atom provides to part-time programmatic buyers, it will stand out from the crowd. “We understand what an advertiser is trying to accomplish and who they are trying to reach, then with a few easy steps, we allow them to execute a digital campaign,” he said. “It’s almost like hiring your own digital marketing expert.”
