Platform Feature: ContentdB

About the Platform

ContentdB is Asia’s first integrated native advertising management platform that helps manage your content campaigns across Search (Google and Bing), Social (Facebook, Twitter and LinkedIn) and Content Discovery Networks (Outbrain, Taboola, Revcontent, Yahoo Gemini and Colombia) from a single dashboard. All campaigns are device-agnostic and can be rendered on desktops and mobile devices seamlessly.

ContentdB platform has been developed by Zirca under the leadership of Neena Dasgupta, CEO of Zirca and Vikas Dadoo, VP Content and Brand Solutions at ZIRCA.

Whom do we cater to?

Anyone who wants drive traffic to their content from large online publications

 What do we offer our consumers?

Marketers lacked a unified view of all their native campaigns across different digital platforms (search, social and content discovery networks). ContentdB makes life simple for marketers by giving them access to all their campaigns from one user-friendly dashboard. Now they can spend more time analyzing valuable insights rather than spending precious time collating data and reports from different platforms. ContentdB brings efficiency and effectiveness to your content campaigns.

The ContentdB advantage:

• Single dashboard that provides overview of all native advertising campaigns across social, search and content discovery platforms
• Get real-time updates
• Upload creatives once and apply to all platforms
• Seamlessly shift budgets between platforms and campaigns
• Reduce paperwork and inter-agency coordination time
• Optimization with actionable insights resulting in zero time loss
• Specialized team for creatives and optimization
• Leverage ZIRCA’s expertise across editorial, operations, account management research and analytics, and strategy
• Platform can be used as a self-serve service or managed service.

What motivated us to start up?

We’ve always believed that efficiency is an essential element when making a strong value proposition. ContentdB brings all campaign reports in one place to help ascertain how users respond to the same content differently thus, allowing marketers to optimize and make their marketing spends give better results. It gives marketers access to a one-stop destination to understand the performance of all their native advertising content.

What's in a name?

The decibel (symbol: dB) is a logarithmic unit used to express the ratio of one value of a physical property to another. We believe that this platform will bring non-linear scalability and amplification to your content. Hence, it is named as ‘ContentdB’.

How do we see Social Media?

Social media websites like Facebook, Twitter, and LinkedIn are important and are connected to ContentdB. Sponsored posts and promoted tweets are just a few examples of native ads that can be promoted through the ContentdB platform.

Currently we are....

ContentdB has been very well received by both advertisers and agencies. They are able to bring efficiency and effectiveness to their campaigns like never before. ContentdB provides them access to a rich dashboard and a full-fledged campaign management tool at a touch of a button, instead of them waiting for days to compile data, draw actionable insights and take actions.

Our biggest challenge was..

Marketers have always been fairly successful at creating and dispensing engaging content, but their inability to view the data at one place so that they can optimize the campaigns across different platforms was a challenge. This reduced the value they got from their campaigns. We built ContentdB to ensure that all the insights about your native campaigns were delivered to you in the most user-friendly way. ContentdB provides marketers with a single window platform from which they can monitor their campaigns on a comprehensive dashboard.

Marketers can, thus, get a unified view of multiple campaigns and platforms that will help them make an informed decision about the efficiency of their campaigns, thus saving them time, effort and money while managing their campaigns. The precious time spent on viewing data on multiple platforms can now be spent on analyzing rich insights.

We want to dominate the world by…

We are in talks with various partners to expand the platform to the Southeast Asia region.

We’re making moolah by...

ContentdB can be used as a self-service platform or through the managed services feature. A platform fee is charged for self-serve access and a campaign management fee for managed services.

Our What The **** Moment

Someone asked us to run Facebook ads through his Google account.

Industry as we foresee

Native advertising has emerged as a far better revenue source for publisher revenues vis-à-vis display advertising. The very fact that the content is native to the publisher format makes it easier for an editorial buy-in. Native content also has the advantage of being non-intrusive and hence doesn’t suffer from banner blindness or ad blocking by consumers. Publishers will continue to invest in native content and they will also have to come up with means to make native more scalable—the inevitable marriage of programmatic and native content will be upon us. All of this will happen keeping a laser-sharp focus on the end consumer.

Lastly, are you hiring?

We’re a young organization, where each individual through his or her contribution, makes a significant impact on one or more goals of the company. We take special care to ensure that responsible freedom and empowerment is implemented across all levels of the company. Almost 90% of our workforce comprises young professionals who live and breathe the digital medium. We’re constantly looking to hire talent that can help foster innovation and growth at ZIRCA.