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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/8/14/2019 Establishing a Position in the Online Advertising
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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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Tactic Current Effect How Rational Recommendation
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
Appendix 5 Continued
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Tactic Current Effect How Rational Recommendation
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
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
Appendix 5 Continued
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Tactic Current Effect How Rational Recommendation
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
?
Appendix 5 Continued