online marketing strategy

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


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


Types of O. Marketing

Email Marketing

Display Marketing

Search Marketing

Depending on Channel

St. Banners / Mobile / Video / Rich Media / and Ecosystems



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



Branding / Premium



Performance



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


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


Niche? Revenue Model? Subscription (Ads not the only one)

Time

Pageviews

50M

Starting website


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?


● 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?


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


Currently


Before 2001


Publisher

Email Marketing · Display Marketing · Search Marketing

Before 2001


Publisher AdvertiserAgency


Before 2001


Publisher AdvertiserAgency

Publisher

Publisher

AdvertiserAgency

AdvertiserAgency


Before 2001


Publishers AdvertisersAgencies

Adservers Adservers


Banners buyerseller

buyer

seller

Tech

Before 2001



Adservers Adservers

Saleshouses

Adservers


Before 2001



Adservers Adservers

Adnetworks

Adservers

Saleshouses


Before 2001



SaleshouseBranding

Guaranteed volumeHigh Prices

AdnetworkPerformance

Filler (All the rest)Lower Prices

Risk: Adnetwork behaves like Saleshosue

Lack of Transparency 1



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



Adservers

Adnetworks

Saleshouses


2001



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



Publisher2003

AdvertisersAgencies

2001

AdnetworkFor Everybody

2003

Contextual Targeting: Also Display!

Before 2007




Adservers

Adnetworks

Saleshouses

AdExchanges

Google Display – Contextual!

Lack of Transparency 2



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




Adservers

Adnetworks

Saleshouses

AdExchanges


Buzz words and services!

Retargeting

User Data!Cookies!Tracking!Analytics!

Facebook! Linkedin!Twitter!

Buzz Words 2007


Buzz words and services!



Adservers

Adnetworks

Saleshouses

AdExchanges


Retargeting

User Data!Cookies!Tracking!Analytics!

Facebook! Linkedin!Twitter!

Problems 2007



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




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


SSP




Adservers

AdnetworksSaleshouses

RTB AdExc.

Google AdEX

Data

DSP

Trading Desks

Agengy TradingDesks

Reality RTB 1


SSP




Adservers

AdnetworksSaleshouses

RTB AdExc.

Google AdEX

Data

DSP

Trading Desks

Agengy TradingDesks

Currently




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!



Reality RTB 2

Admonsters European RTB Report 2013

How to work?How to Maximize revenue?

Time

Pageviews

50M

Big website


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?


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


Thanks for your time!

Questions?

The End!


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