Sensis creates one-stop-shop for smaller advertisers

Sensis has launched a new service giving small businesses direct control of creative and strategy for online advertising in a first for the marketing services company.

Sensis trying to get more SME's to use digital marketing.

Sensis aims to get more SMEs to use digital marketing.

In a strategy that takes a leaf out of the book created by website production company Wix, which markets on the back of SME’s creating their own websites, Sensis Digital Display is the first new product to be launched by the company since the completion of a two-year digital transformation in 2016.

Last year, Sensis CEO John Allan said that the high rate of adoption of digital and mobile devices by the public was a counterpoint to the “puzzling” reluctance of small and medium businesses to use online marketing strategies.

The new platform gives advertisers access to a suite of creative and rudimentary media planning tools which allow businesses to design ads for a range of platforms using their own assets as well as stock imagery.

It also includes tools that allow customers to select audience make-up, paid reach levels and locational data, which allows reach to be set at local, regional, national or even global level.

Executive general manager – product and technology, Danny Gravell, said the development of the site had been done with a view to catering to businesses where marketing was not always the first priority.

“The Sensis Digital Display platform has been designed with the first-time digital marketer in mind,” Gravell said.sensis-logo-white-space

“The interface is simple to navigate and the platform does all the work, giving SMBs access to customers who are searching online at a scale and accuracy previously only available to big marketers.”

He said Sensis had aimed to keep the mechanics of the site simple.

“The internal Sensis digital transformation has given us the ability to be responsive to these needs at a size and scale that gives even the smallest business access to leading edge technology,” he said.

Small and medium enterprises are being increasingly targeted by media platforms using either do-it-yourself or packaged marketing solutions.

Google has highlighted SME as a target through AdWords.

Sydney agency Advertising Advantage offers smaller companies complete packages for TV campaigns, including ad production and media buy, for $30,000.

The roll-out of Sensis Digital Display will be supported by an online campaign using paid channels as well as Sensis’s own database.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.