Ads API Profile: TBG’s ONE Media Manager Streamlined Advertising Interface

Facebook’s performance advertising system offers deep targeting and a large audience, but doesn’t have adequate controls or analytics for running large scale advertising campaigns. To allow third-parties to solve this problem, Facebook released an ads API last fall upon which sophisticated tools and services can be built. While some companies offer a licensed tool for ads managers to use themselves, and others provide full-service ad campaign execution, one who does both is TBG Digital.

Company Profile

TBG Digital is a London-based digital advertising agency founded in 2001 by Simon Mansell. The company provides cost per acquisition managed spend advertising campaign services on Facebook and across the internet. It  recently released the ONE Media Manager, a self-service ad campaign management tool which it licenses to agencies and brands, for them to use internally to help increase ad efficiency. The tool allows ads operation managers to quickly create thousands of ad variants and edit targeting and bids on the fly from a one-screen interface. By allowing fewer employees to control more campaigns more effectively, ONE Media Manager helps users maximize the opportunities of the Facebook ad platform.

TBG was bootstrapped in 2001 by Simon Mansell, now CEO. It previously specialized in search and display advertising, but have since adapted to the social advertising space. TBG Digital has 70 employees, with roughly half working on Facebook-related teams as ads managers or engineers. Mansell began developing ONE Media Manager 14 months ago in an effort to increase its service business’ efficiency, believing Facebook would create a third-party tools industry much the way Google did. TBG became one of first few Facebook ads API alpha testers, and the only non-tech company, allowing it a first-to-market advantage among digital advertising firms.

Including self-serve and full service, the company has over 150 clients running campaigns through ONE Media Manager. Since opening a San Francisco office a few weeks ago, it has signed 14 clients in the US, the company says.

TBG specializes in direct response, with clients from industries such as telecommunications, financial services, retail, gaming, and social applications. Direct clients include Jet Blue, EA Games, Dell, and Experian. TBG licenses ONE Media Manager to Havas, Aegis Media, Groupon and other ad agencies, consulting firms, and in-house marketing departments. It earns a percentage, and clients spends an average of $200,000-$300,000 a month, with a range from a bare minimum of $50,000 a month up into seven figures. ONE Media Manager has helped run up to 2 billion ads per day. Mansell says the service works best for companies looking to run large scale, but niche-targeted campaigns, especially those with an urgent call to action. He explains that while TBG is more expensive than some competitors, as you pay for its knowledge and investment in technology. He adds that its rate is rarely an issue with clients.

Product Review

The ONE Media Manager product uses a single screen interface showing information about each ad on a separate row of a live pivot table. All additional features, such as the campaign builder, creative gallery, and ad scheduler appear as pop ups overlaid on the table. Users begin by using the Campaign Builder to select an account and max bid, name the configuration, add a tracking URL, upload an image, and set targeting parameters and creative. A preexisting campaign configuration can also be chosen, sparing users from having the manually clone campaigns to change a single detail. Different permutations of parameters and creatives are combined to allow quick creation of thousands of ad variants, though there is no visualization of the ad creation tree.

Once ads are created, tabs allow users to view different default sets of columns of data about them. The Ad Details tab includes ad and campaign names, client, activity status, title, body copy, image name and preview, link URL, as well as basic performance info on impressions, clicks, and spend. The Stats tab shows more detailed performance data, including max bid, suggested minimum and maximum bid, CTR, CPC, effective CPM, conversions, clicks to application (measures lead generation), impressions, clicks, spend and dates running. Users can view data sets such as “clicks > 1” or “campaign name contains housewives” using a powerful filter. Performance data can be sliced by entering a date range, or by using handy preselects such as last week, month, or year. The default sets of column are customizable and reorderable, allowing users to create personalized views of their campaigns.