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#1 Deconstructing the TC40: Clickable

In this series of articles, I’m going to share my take on as many of the TC40 as I can stand (or find info on), based on the list provided by Paul Boutin.

First Up: Clickable.

Summary: Looks good. Buy rating.

The Proposition: Its an account management aggregator for search engine marketing. i.e.: Clickable lets you manage your campaigns for Google, Yahoo, and Microsoft through a unified interface.

Value Add: Streamlined administration for individual advertisers and agencies. Highly configurable alerts to maximize responsiveness. A single view across all search properties allows for superior evaluation of ad spend effectiveness.

Business Model: Unknown - subscription fees? A percentage of spend?

Prognosis: Seems to me to be a natural evolution; as the volume and complexity of campaigns online increases, the space for “middle-men” grows - Clickable fits in nicely offering advertisers a valuable streamlining management service, reducing the overhead of conducting ad business online. Industry knowledge and workflow integration provide barriers to entry to competitors.

Warning Bells: Clickable I assume is API dependent, meaning its dependent on the continuing benevolence of Google, Microsoft, and Yahoo. Similarly, Clickable’s value proposition is vulnerable to improvements in G/M/Y’s tools, particularly Google’s, given their dominance of this space.

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