online marketing strategy
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Display Marketing Strategy
© Ferran Martí Voltas @ferranmvBetahaus, 20th February 2014.
AgendaWeb
Concepts
Start Web.
History
Automation
Big Web.
Recap
A website
Size?Niche? Content?Revenue Model?
Time
Pageviews
50M
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Size? Big!Niche? A good niche! Content? Owned, Quality but cheap! Revenue Model? Subscription (Ads not the only one)
Time
Pageviews
50M
Perfect website
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Niche? Dating / Travel / Shopping / Insurance / Banks... More revenue for less visits.
Content? Low quality or copied content won't get you anywhere.. Not even Google will work with you
Revenue Model? Is hard to make a living just on ads...
Perfect website
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Types of O. Marketing
Email Marketing
Display Marketing
Search Marketing
Depending on Channel
St. Banners / Mobile / Video / Rich Media / and Ecosystems
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Types of O. Marketing
Branding / PremiumFocus is Brand Awareness
Higher PricesGuaranteed Volume
Rich Media and Video
PerformanceAdvertiser focus is ROI
Lower PricesNon Guaranteed
Inside: Affiliate Marketing
Depending on Advertiser Purpose
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Types of O. Marketing
Branding / Premium
Depending on Advertiser Purpose
Types of O. Marketing
Performance
Depending on Advertiser Purpose
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Products
CPM Cost Per Mille CPC Cost Per ClickCPL Cost Per LeadCPA Cost Per ActionRS Revenue Share
Who takes the risk?Producer BuyerPublisher Advertiser Product
1000 Imp.1Click1 Lead1 Action-
Pricing Models
Web · Concepts · Startl Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Types of O. Marketing
Branding No A bit A bit Half Half No No
Performance All A lot A lot Half Half All All
Advertiser Purpose vs Channel vs Pricing Models
Email Display Search Standard / Mobile / Video / Rich Media / Ecosystems
CPM, some CPC
CPL, CPA, CPC, some CPM
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Niche? Revenue Model? Subscription (Ads not the only one)
Time
Pageviews
50M
Starting website
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Yes!● This means your site will perform on a target● You can play with CPL and CPA deals of your
niche...:
No...● Your revenue will come from CPM and CPC
deals... so focus on good UI design...● Videos and/or Rich Media?
Niche?
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
● 1.000 users a day● 10.000 pageviews a day● 3 banners per page● 0.50 eur CPM avg ● Revenue: 150 eur a month!
Revenue Model?
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Niches are nice!Look on other revenue models
If just ads: Be viral or you wont make itThink on your design = Performance
Videos and Rich Media!
Start simple and small: Adsense and Doubleclick for Publishers
Starting website
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Currently
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Before 2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Publisher
Email Marketing · Display Marketing · Search Marketing
Before 2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Publisher AdvertiserAgency
Email Marketing · Display Marketing · Search Marketing
Before 2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Publisher AdvertiserAgency
Publisher
Publisher
AdvertiserAgency
AdvertiserAgency
Email Marketing · Display Marketing · Search Marketing
Before 2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Publishers AdvertisersAgencies
Adservers Adservers
Email Marketing · Display Marketing · Search Marketing
Banners buyerseller
buyer
seller
Tech
Before 2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Publishers AdvertisersAgencies
Adservers Adservers
Saleshouses
Adservers
Email Marketing · Display Marketing · Search Marketing
Before 2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Publishers AdvertisersAgencies
Adservers Adservers
Adnetworks
Adservers
Saleshouses
Email Marketing · Display Marketing · Search Marketing
Before 2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
SaleshouseBranding
Guaranteed volumeHigh Prices
AdnetworkPerformance
Filler (All the rest)Lower Prices
Risk: Adnetwork behaves like Saleshosue
Lack of Transparency 1
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
1. Agency bills 10 eur CPM to Agency
Other Highlights:Intermediaries make the money
Do not trust anybody!
2.1. Agency to Saleshouse 4 eur CPM
3.1. Saleshouse to Publisher 2 eur CPM
2.2. Agency to Adnetwork 2 eur CPM
3.2. Adnetwork to Publisher 1 eur CPM
Before 2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Publishers AdvertisersAgencies
Adservers
Adnetworks
Saleshouses
Email Marketing · Display Marketing · Search Marketing
Before 2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Publishers AdvertisersAgencies
Adservers
Adnetworks
Saleshouses
Email Marketing · Display Marketing · Search Marketing
2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
Display MarketingNot workingBureaucratic
Dot-com bubble
Search MarketingAdwords invented
Working!Target to keywords
Sear
ch M
arke
ting w
ins!
Display
Mar
ketin
g is d
own
Google Plans 2001
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
Publisher2003
AdvertisersAgencies
2001
AdnetworkFor Everybody
2003
Contextual Targeting: Also Display!
Before 2007
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
Publishers AdvertisersAgencies
Adservers
Adnetworks
Saleshouses
AdExchanges
Google Display – Contextual!
Lack of Transparency 2
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
1. Agency bills 10 eur CPM to company2. Agency sells to Saleshouse 6eur CPM
3. Saleshouse sells to Adn1 for 3 eur CPM4. Adn1 puts in AdExc for 1 eur CPM
5. Adn 2 gets campaign and resells it at 0.50 eur CPM6. Adn1 gets campaign and serves to pub at 0.30 eur CPM
7. Publisher gets it at 0.30 eur CPM.
Other Highlights:Intermediaries make the money
Could end up in illegal sitesDo not trust anybody!
Buzz Words 2007
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
Publishers AdvertisersAgencies
Adservers
Adnetworks
Saleshouses
AdExchanges
Google Display – Contextual!
Buzz words and services!
Retargeting
User Data!Cookies!Tracking!Analytics!
Facebook! Linkedin!Twitter!
Buzz Words 2007
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Buzz words and services!
Email Marketing · Display Marketing · Search Marketing
Publishers AdvertisersAgencies
Adservers
Adnetworks
Saleshouses
AdExchanges
Google Display – Contextual!
Retargeting
User Data!Cookies!Tracking!Analytics!
Facebook! Linkedin!Twitter!
Problems 2007
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
For publishers
Lack of TransparencyIntermediaries make the money
Traditional Publishers have high fix costs and low income
Big Advertisers are reticent
For Advertisers
Same
Contextual... Behavioral... Retargeting... Search works better!
Premium publishers are reticent
Money does not flow!
Welcome RTB
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
Publishers AdvertisersAgencies
Real Time
BiddingAdservers
From Mad Men to Math Men
DataReal Time
BiddingAdservers
No Fix costs!
No intermediaries!
Programmatic!
Flexible!
Improve Targeting!
Transparency!
Money Flows from Advertiser
to Publisher!
Theory RTB
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
SSP
From Mad Men to Math Men
Email Marketing · Display Marketing · Search Marketing
Publishers AdvertisersAgencies
Adservers
AdnetworksSaleshouses
RTB AdExc.
Google AdEX
Data
DSP
Trading Desks
Agengy TradingDesks
Reality RTB 1
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
SSP
From Mad Men to Math Men
Email Marketing · Display Marketing · Search Marketing
Publishers AdvertisersAgencies
Adservers
AdnetworksSaleshouses
RTB AdExc.
Google AdEX
Data
DSP
Trading Desks
Agengy TradingDesks
Currently
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
Theory:
Reality:
No Fix costs!
No intermediaries!
Programmatic!
Flexible!
Improve Targeting!
Transparency!
Money Flows from Advertiser
to Publisher!
Reality RTB 2
No Less Fix costs!
No intermediaries!
Will be Programmatic!
More Flexible!
Improve Targeting!
Transparency!
Adnetworks and other traders
currently still get biggest piece of Pie!
And Agencies go cheaper
But money will flow!
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Email Marketing · Display Marketing · Search Marketing
Reality RTB 2
Admonsters European RTB Report 2013
How to work?How to Maximize revenue?
Time
Pageviews
50M
Big website
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Industry of Trust: Build relationships
Be curious and try things
Ask adnetworks how they get their campaigns:1. Do they put your inventory on an exchange?2. Private relationship with agency?3. They create their own campaigns
Think on revenue, not CPM
How to work?
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
What I would do:
1. Free Adserver like Doubleclick for Publishers2. Adsense from Google as filler or try several SSPs competing in your inventory if you are really big.3. Be on top of your adnetworks because if you relax they will “relax”4. Understand what campaigns are being served on your banners5. Understand what “performs” and why does it perform
Max Ad Revenue
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
Thanks for your time!
Questions?
The End!
Web · Concepts · Start Web · History · Automation · Big Web · Recap© Ferran Martí Voltas twitter: @ferranmv
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