Establishing a Position in the Online Advertising

8/14/2019 Establishing a Position in the Online Advertising

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Establishing a Position in theEstablishing a Position in the

Online Advertising Market PlaceOnline Advertising Market Place

By: Elizabeth Kulinwww.Elizabethkulinmarketing.com
http://www.elizabethkulinmarketing.com/http://www.elizabethkulinmarketing.com/


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Industry PlayersIndustry Players

Types of players

Advertisers

Networks Publishers

Affiliates

Ad Serving


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Publisher

owns of website

PublisherAd server

Decides which

advertiser in itsinventory to

show to eachindividual

visitor of theirsite

AdvertiserAd server

Decides whichad to show to

each individualuser of

publishers site

Advertiser

creates & owns ad

Players Ecosystem


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Online Advertising Stages


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Strategic Marketing PlanStrateg

ic Marketing Plan

To gain competitive positioningTo gain competitive positioning& advantage in the Online& advantage in the Online

Advertising MarketAdvertising Market


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Common Current IssuesCommon Current Issues


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Potential SolutionsPotential Solutions


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Strategic Marketing Plan OutlineStrategic Marketing Plan Outline

1.Make a positioning map

1.Conduct a brand audit

1.Pick marketing tactics

1.Write marketing communications


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Positioning landscapePositioning landscapeMission: To find an available positioning / Brand identity(POD)

Big BrandBig Brand DC, Right media, GAM, atlas

Financial Solution helpFinancial Solution help DC

Product centeredProduct centered Right media

DIY (Self-Service)DIY (Self-Service) Adready, OpenX

Easy Interface and FunctionalityEasy Interface and Functionality OpenX, Adready

High Quality (High priced)High Quality (High priced) Ad Serving Solutions, spotxchange

ControlControl OpenX, Ad Juggler, Mediaplex, Rubicon Project, Atlas

Low CostLow Cost Adready, OpenX

Customer Support/ServiceCustomer Support/Service Imediaconnection, Adserversolutions

Lowest DiscrepanciesLowest Discrepancies Ad Juggler, adoperationsonline

IndependentIndependent OpenX, adoperationsonline, adspeed

Technology advancesTechnology advances Adtech, 24/7, eye wonder

TargetingTargeting 24/7

Innovative productsInnovative products Adtech, rubicon (sort of)

AVAILABLE POSITIONING (a quality that consumers careAVAILABLE POSITIONING (a quality that consumers careabout, that competition is not currently claiming)about, that competition is not currently claiming)


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Potential Available OpportunityPotential Available OpportunityTake available positioning that customers care about

and competition is not currently claiming.


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StrengthensStrengthensRepositioning the brand can establish more compelling PODs


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Brand AuditBrand AuditBrand Elements:Brand Elements: If brand keeps brand nameIf brand keeps brand name

Current Recommendation Rational Criteria for Evaluation

Name

Logo/Symbol

Slogan

Tagline

Packaging

NOTE: If brand name changes, and new brand elements are created, a new brand audit would be performed.


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Brand AuditBrand AuditSecondary Brand AssociationsSecondary Brand Associations

To Add Type How Rational

partnerThing (3rd party) Add logo to website Brand image transfer

awardThing (3rd party) Add logo to website Brand image transfer

customerOther brand Add links (buttons) to website Brand awareness tactic

spokesperson Other brand Place image of person on website Brand equity transfer/boost

Advancedservices

Thing (technology) Add link (button) to website Increase POD

testimonialsOther brand Collect quotes, get customer approval,

upload to siteBrand image boost

offices

place Include in mission statement Important to some customers (?)

causeThing (cause) Link to water.org donate page on our

websiteBrand image POD


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Brand Audit ExampleBrand Audit ExampleWebsiteWebsite

Current Secondary Brand AssociationsCurrent Secondary Brand Associations

P t ti l ChP t ti l Ch


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Potential ChangesPotential Changes

Learn More

Customer quote

*Customer name*Company name

Customer quote

*Customer name*Company name

Tagline

Customer Brand

COPY COPY

Ad Serving Network Optimization Rich MediaSelf Service Trafficking/Ad operations Management Technology

urCustomers


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MarketingMarketingGoal: To execute cost efficient and effective tactics with messaging inline with positioning to

achieve objectives

C h i Vi f AllC h i Vi f All


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Comprehensive View of AllComprehensive View of All

Marketing TacticsMarketing Tactics

See Appendix 5 for details of recommendation


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Initial Marketing TacticsInitial Marketing Tactics

RecommendationRecommendation


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Going ForwardGoing Forward


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Campaigns on New Products and Services as they are created

Future Campaign ExamplesFuture Campaign Examples

A dA d


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AgendaAgendaNext stepsNext steps

n Narrow down on apositioning

n Create a slogan andtagline

n Implement brandelements & secondarybrand associations tomarketing, website, etc.

n Pick marketing tactics (forLiz to build out)

n Effective, lost cost, easyto maintain

St rategy for eachmarketing t actic

Messaging,schedule,management,

measurementmetrics (qual &quant)

Execute marketing tactics &

integrate

Train turn over staff member


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Department StructureDepartment Structure


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Branding Team (#1)Branding Team (#1)

B di (#2)


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Branding team (#2)Branding team (#2)


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Direct Marketing Team (#1)Direct Marketing Team (#1)


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Direct Marketing Team (#2)Direct Marketing Team (#2)


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Appendix 1Appendix 1Competitive LandscapeCompetitive Landscape

Mission: To find Products and Services that are in high demand

PRODUCT COMPETITION

Ad Server + Manag.System DC, Adtech, Google AM, openX, Ad Juggler, mediaplex, atlas, ZEDO

Manage Platform (reportingand analysis)

Almost all

Network Opt DC, 247, right media, pubmatic, admeld, rubicon, ZEDO

Rich Media eye wonder, dc, 247, imediaconnection, adserversolutions, atlas, mediaplex, ZEDO

Self Service Adready, openX, ZEDO

Ad Exchange marketplace DC, right media

Behavioral targeting 24/7, mediaplex

Forecasting

Ad development eye wonder

Trafficking adready 247, ZEDO

Ad server with Targeting almost all

Ad server with Ad network valueclick, mediaplex

Frequency Cap All

Road blocks All

Companions Ads All

Ad magic ZEDO


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Appendix 2Appendix 2Competitive LandscapeCompetitive Landscape

Mission: To find competition missions, POP, POD, and weaknesses (brainstorm Flanker Attack)

Company Type (P/S) revenue market share

(rev/65b)

Target Audience Rates

(initial)DoubleClick(DFP)

server + solutions &management

80% Publishers, Advs, ad networks,& affiliates

5-10k

Adready self-service $10m VC

24/7 realmedia rich media & openadstream

5k

adtech server + management

right media Dash + network

rubicon network opt

openX Server

adtech Dash + Rich media advertisers

eye wonder rich media adv, agencies, publishers

mediaplex server + management publishers

ad juggler management adv, publishers, networks

Atlas management adv, agencies, publishers 6-12k

ZEDO server + management &solutions

publishers, affiliates, pubnetworks

2k

aol ad server withbehavioral targeting

valueclick,mediaplex

ad server with adnetwork


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Mission: To find an underservedcustomer segment

types of customers in online advindustry

Mrk size ofcustomer segment

p/s they use Who they use Satisfied?

publishers ad server, adnetwork

affiliates ad server &publisher network

networks of publishers networkoptimization

Brands (non publishers)Ad agencies (vendor for brand)Ad Server with Ad Networks (haveAdvs. & Publishers)

server anddashboard

valueclick, mediaplex

Affiliate DC, zedo

Appendix 3Appendix 3Customer LandscapeCustomer Landscape

di


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Company Position Slogan and Taglines Slogan andTaglines

Brand Identity Brand Awareness Customer-based brand equity

24/7 real media great tech now,targeting

innovativetechnology and

services to digitalmarketers acrossthe world.

We are good attechnology. We have

products that youmight want.

Gblog Mentions - 338104Twitter followers - 37

Ad Juggler control powering digitalrisibility

Gblog Mentions - 9,201Twitter followers - 8

some bad some good

Adready DIY, low cost,easy

Advertise yourbusiness on theInternet in minutes

hundreds of freead templates andquickly

Gblog Mentions - 7721Twitter followers - 811

ok

adserversolutoins customer

support

??

Adtech innovation "move your ad bus tonext level. Your adswill love it"

Greater flexibilityand productivityfor 2.0

We can help yourads.

Gblog Mentions - 118,351Twitter followers - 137

good

Atlas big brand,control

max the return onyour adv.

beat yourcompetition (adv)

??

DC Big brand,financialsolutions

"Digital Mktmanagement system"(solutions to businessproblems, not productsolutions for yourneeds. EX: increaseyour rev.)

A global InternetAdvertisingSolutionscompany.

Big, full circle. Wecan help you reachyour financial wants

Gblog Mentions - 317,734twitter followers - 308

some bad some good

Eye wonder/limelight great tech now Interactive DigitalAdvertising

Gblog Mentions - 36,826/92,959Twitter followers - no twitter

GAM big brand manage your ad salesand inventory

back end help - onceyour ads are up andrunning.

??

Appendix 4Appendix 4Branding LandscapeBranding Landscape


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imediaconnection customersupport

Gblog Mentions - 43,920 Twitterfollowers - no twitter but lots ofmentions

ok

mediaplex control flexible admanagement tech thatincreases revenueand workflow

Gblog Mentions - 9,676 Twitterfollowers - 40

not great

OpenX easy, low cost,control,independent.

Free ad server take control of your advert.

Gblog Mention - 59,922 TwitterFollowers - 2103

not great - malware and viruses

right media/yahoo big brand, havethe neededproducts

efficiency, value andstandardization

Exchange(?) Gblog mentions - 32,247 Twitterfollowers -

Rubicon ControlInnovation

power to thepublishers

makingpublishersstronger

publisher supporter Gblog Mentions - 37,914 TwitterFollowers - 323

good

Appendix 4 Continued

Appendix 5Appen x 5


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Tactic Current Effect How Rational Recommendation

Social Media

Social Networking Brand awareness &Retain

Influence marketing(retweet contests) &status updates, events,

tweets on website &sm buttons on website

Cheap, fast, viral DO IT:

*Integrate Blog & tweets to fb

page. *twitterZEDOadsolutions [passwordsanfrancisco] (match fb name)

Linkedin Outreach Brand awareness,acquire

We look like expertsand support

Easy, fast, free DO IT:

1-2 staff members who knowproducts (15 mins/day withzedo.com link and twitter link)

Blogging Brand awareness &Retain

Internal staff writesabout ZEDO, industrynews, customerinterests. Post towebsite. & be guest

blogger on influentialblog sites.

Free, 1 hour/mnth,viral

DO IT:

Add twitter feed to blog &RSS

Social Bookmarking Brand awareness Add digg, delic.

Buttons to website &blog

Cheap, no

maintenance

DO IT

RSS Feed Brand awareness &Retain

Button on website &blog & fb page

Free, no maintenance DO IT

Podcasting Brand awareness Post clips about ZEDOservices on podcastdirectories

Free, viral Only do it if you havecustomers who listen to them

Youtube Channel Brand Awareness Upload demos Free, easy to do, Viral DO IT

Appendix 5Appen x 5Potential Marketing Tactics to Implement into ZEDOPotential Marketing Tactics to Implement into ZEDO


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PR

Online andtraditional sources

Brand awareness Print & Blogoutreach

Cheap, but can betime consuming

DO IT

Advertising

Online Advertisingand Paid Search

Brand awareness Online PPC &Premium publishers(Segmented landing

pages)

Lower cost thanother adv.Mass/targeted

DO IT

Tradeshows

Industry conferences Brand awareness Promotional items

(green and useful)

targeted DO IT

Organic Search

SEO keywords andlinks

Brand awareness Meta tags & links Cheap,mass/targeted

DO IT



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Sales Promotions

Segmented bycustomer type

Acquire & Activate(RFM)

Email, socialmedia, blog

outreach,

Can damage brandimage

Cause Marketing

Water.org Brand image,acquire, retain

Link on website todonation page

Can create a POD DO IT

Sales

Phone and Email Acquire & Activate Calls and emails Existing resources DO IT

Email

Current andPotential customers

Retain & Acquire Newsletter and buyJigsaw B2B leads

Cheap, fast, viral DO IT

Direct Mail

Current andPotential customers

Acquire, Activate,Retain

Buy leads, Sendcoupons,Newsletters

Expensive! Do Not Do IT



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Mobile

Mobile Marketing Acquire, activate,

Retain

Iphone app &

.mobi site

Cheap and easy to

maintain

DO IT

Web Personalization

our website visitors Activate & Retain Name when loggedin, personalmessage to RFM

May need to buysoftware, or use in-house engineers?

If have in-houseengineers, DO IT

Loyalty Program

Credits, targets, etc. Activate & Retain Referral Program Can cannibalize

full prices, but canalso attractcustomers

?


Documents

Establishing a Position in the Online Advertising