Online Marketing Strategy

Display
Marketing
Strategy
© Ferran Martí Voltas @ferranmv
Betahaus, 20th February 2014.

Agenda
Web
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

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

Types of
O. Marketing
Branding / Premium

Types of
O. Marketing
Performance

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

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

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 it
Think 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 Advertiser
Agency

Before 2001
Publisher Advertiser
Agency
Publisher
Publisher
Advertiser
Agency
Advertiser
Agency

Before 2001
Publishers Advertisers
Agencies
Adservers Adservers
Banners buyerseller
buyer
seller
Tech

Before 2001
Agencies
Adservers Adservers
Saleshouses
Adservers

Before 2001
Agencies
Adservers Adservers
Adnetworks
Adservers
Saleshouses

Before 2001
Saleshouse
Branding
Guaranteed volume
High Prices
Adnetwork
Performance
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
Agencies
Adservers
Adnetworks
Saleshouses

2001
Display Marketing
Not working
Bureaucratic
Dot-com bubble
Search Marketing
Adwords invented
Working!
Target to keywords
Search
M
arketingwins!
DisplayM
arketingisdown

Google Plans 2001
Publisher
2003
Advertisers
Agencies
2001
Adnetwork
For Everybody
2003
Contextual Targeting: Also Display!

Before 2007
Agencies
Adservers
Adnetworks
Saleshouses
AdExchanges
Google Display – Contextual!

Lack of Transparency 2
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:
Could end up in illegal sites
Do not trust anybody!

Buzz Words 2007
Agencies
Adservers
Adnetworks
Saleshouses
AdExchanges
Buzz words and services!
Retargeting
User Data!
Cookies!
Tracking!
Analytics!
Facebook!
Linkedin!
Twitter!

Buzz Words 2007
Buzz words and services!
Agencies
Adservers
Adnetworks
Saleshouses
AdExchanges
Retargeting
User Data!
Cookies!
Tracking!
Analytics!
Facebook!
Linkedin!
Twitter!

Problems 2007
For publishers
Lack of Transparency
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
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!

Theory RTB
SSP
Agencies
Adservers
Adnetworks
Saleshouses
RTB AdExc.
Google AdEX
Data
DSP
Trading
Desks
Agengy
Trading
Desks

Reality RTB 1
SSP
Agencies
Adservers
Adnetworks
Saleshouses
RTB AdExc.
Google AdEX
Data
DSP
Trading
Desks
Agengy
Trading
Desks

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 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

Thanks for your time!
Questions?
The End!

Online Marketing Strategy

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