With its recent acquisition of FindChips.-com, SupplyFrame Media extended its capabilities for helping manufacturers and distributors influence the supply chain for electronics components from the design phase all the way to the point of purchase.
For more than three years, SupplyFrame Media has been delivering advertising programs that help manufacturers and distributors reach electronics engineers with advertising at the moment they are showing interest in technical information—while they are searching for electronics component datasheets.
FindChips.com, a search engine that connects electronics component purchasers with distributors, will provide a platform for reaching decision-makers further down the purchasing funnel, at the moment they are looking to source a particular part and find out what it costs.
Financial terms of the deal were not disclosed. SupplyFrame Inc., parent of Supply- Frame Media, is privately held, as was FindChips.com.
FindChips.com was created 12 years ago by a NASA engineer for his own use, and he had built a loyal following over the years since. Steve Flagg, CEO and founder of SupplyFrame Media, said that FindChips.com wasn't designed to be a profit-making business; the engineer was mainly trying to cover costs.
“We've built this media network of research sites for engineers who are going through the design cycle, but we had a gap at the end of the cycle when people are ready to make a purchase,” Flagg said. “FindChips gives us a broader offering so that we can provide our customer base with a way to target people at the bottom of the funnel.”
Jeff Curie, VP-marketing for SupplyFrame Media, said he conducted a poll of FindChips.com users and found that 48% were purchasing professionals. “When I've done surveys of our other sites, nearly 80% of users were in engineering-related [functions] and only 5% were in purchasing,” he said.
SupplyFrame Media has partnered with 50 technical data search sites, such as Datasheet- archive.com and Datasheetdir.com, to form an ad network that reaches more than 2 million unique users every month, primarily electronics engineers.
While SupplyFrame Media operates a datasheet search website called Supply- Frame.com, Curie estimated that Supply- Frame.com by itself is responsible for less than 10% of the network's traffic. Rather than spending an enormous amount of money to make SupplyFrame.com the preeminent site for datasheet searches, the company decided to partner with sites that were already popular and ranked high in the results of Google and other major search engines, he said.