Online Marketing Strategy

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These are the slides I use on the monthly event at betahaus: Online Marketing Strategy. In that conference, in 2 hours, I go through history and present of the Display Marketing industry and we analyse the business ideas of the attendants from a monetization and marketing point of view.

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Online Marketing Strategy

  1. 1. Display Marketing Strategy © Ferran Martí Voltas @ferranmv Betahaus, 20th February 2014.
  2. 2. Agenda Web Concepts Start Web. History Automation Big Web. Recap
  3. 3. A website Size? Niche? Content? Revenue Model? Time Pageviews 50M Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Types of O. Marketing Branding / Premium Focus is Brand Awareness Higher Prices Guaranteed Volume Rich Media and Video Performance Advertiser focus is ROI Lower Prices Non Guaranteed Inside: Affiliate Marketing Depending on Advertiser Purpose Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv
  8. 8. Types of O. Marketing Branding / Premium Depending on Advertiser Purpose
  9. 9. Types of O. Marketing Performance Depending on Advertiser Purpose Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv
  10. 10. Products CPM Cost Per Mille CPC Cost Per Click CPL Cost Per Lead CPA Cost Per Action RS Revenue Share Who takes the risk? Producer Buyer Publisher Advertiser Product 1000 Imp. 1Click 1 Lead 1 Action - Pricing Models Web · Concepts · Startl Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. ● 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
  15. 15. Niches are nice! Look on other revenue models If just ads: Be viral or you wont make it Think 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
  16. 16. Currently Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv
  17. 17. Before 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Publisher Email Marketing · Display Marketing · Search Marketing
  18. 18. Before 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Publisher Advertiser Agency Email Marketing · Display Marketing · Search Marketing
  19. 19. Before 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Publisher Advertiser Agency Publisher Publisher Advertiser Agency Advertiser Agency Email Marketing · Display Marketing · Search Marketing
  20. 20. Before 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Publishers Advertisers Agencies Adservers Adservers Email Marketing · Display Marketing · Search Marketing Banners buyerseller buyer seller Tech
  21. 21. Before 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Publishers Advertisers Agencies Adservers Adservers Saleshouses Adservers Email Marketing · Display Marketing · Search Marketing
  22. 22. Before 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Publishers Advertisers Agencies Adservers Adservers Adnetworks Adservers Saleshouses Email Marketing · Display Marketing · Search Marketing
  23. 23. Before 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Email Marketing · Display Marketing · Search Marketing Saleshouse Branding Guaranteed volume High Prices Adnetwork Performance Filler (All the rest) Lower Prices Risk: Adnetwork behaves like Saleshosue
  24. 24. 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
  25. 25. Before 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Publishers Advertisers Agencies Adservers Adnetworks Saleshouses Email Marketing · Display Marketing · Search Marketing
  26. 26. Before 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Publishers Advertisers Agencies Adservers Adnetworks Saleshouses Email Marketing · Display Marketing · Search Marketing
  27. 27. 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Email Marketing · Display Marketing · Search Marketing Display Marketing Not working Bureaucratic Dot-com bubble Search Marketing Adwords invented Working! Target to keywords Search M arketingwins! DisplayM arketingisdown
  28. 28. Google Plans 2001 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Email Marketing · Display Marketing · Search Marketing Publisher 2003 Advertisers Agencies 2001 Adnetwork For Everybody 2003 Contextual Targeting: Also Display!
  29. 29. Before 2007 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Email Marketing · Display Marketing · Search Marketing Publishers Advertisers Agencies Adservers Adnetworks Saleshouses AdExchanges Google Display – Contextual!
  30. 30. 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 company 2. Agency sells to Saleshouse 6eur CPM 3. Saleshouse sells to Adn1 for 3 eur CPM 4. Adn1 puts in AdExc for 1 eur CPM 5. Adn 2 gets campaign and resells it at 0.50 eur CPM 6. 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 sites Do not trust anybody!
  31. 31. Buzz Words 2007 Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Email Marketing · Display Marketing · Search Marketing Publishers Advertisers Agencies Adservers Adnetworks Saleshouses AdExchanges Google Display – Contextual! Buzz words and services! Retargeting User Data! Cookies! Tracking! Analytics! Facebook! Linkedin! Twitter!
  32. 32. 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 Advertisers Agencies Adservers Adnetworks Saleshouses AdExchanges Google Display – Contextual! Retargeting User Data! Cookies! Tracking! Analytics! Facebook! Linkedin! Twitter!
  33. 33. 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 Transparency Intermediaries 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!
  34. 34. Welcome RTB Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv Email Marketing · Display Marketing · Search Marketing Publishers Advertisers Agencies Real Time Bidding Adservers From Mad Men to Math Men Data Real Time Bidding Adservers No Fix costs! No intermediaries! Programmatic! Flexible! Improve Targeting! Transparency! Money Flows from Advertiser to Publisher!
  35. 35. 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 Advertisers Agencies Adservers Adnetworks Saleshouses RTB AdExc. Google AdEX Data DSP Trading Desks Agengy Trading Desks
  36. 36. 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 Advertisers Agencies Adservers Adnetworks Saleshouses RTB AdExc. Google AdEX Data DSP Trading Desks Agengy Trading Desks
  37. 37. Currently Web · Concepts · Start Web · History · Automation · Big Web · Recap © Ferran Martí Voltas twitter: @ferranmv
  38. 38. 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!
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. What I would do: 1. Free Adserver like Doubleclick for Publishers 2. 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 banners 5. 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
  43. 43. 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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