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Self Service Advertising

Self Service Advertising. Steve Hosley SVP, and GM of Ad Operations and Self Service. Self Service Advertising Overview. Small Business Market 6 million small businesses* The only SMB advertising segment forecasted to grow over the next 5 years is on-line advertising*

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Self Service Advertising

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  1. Self Service Advertising Steve Hosley SVP, and GM of Ad Operations and Self Service

  2. Self Service Advertising Overview Small Business Market • 6 million small businesses* • The only SMB advertising segment forecasted to grow over the next 5 years is on-line advertising* • SMB will spend $16B for on-line advertising this year with it forecast to more than double in the next 5 years* Enter here to unleash the power of the AOL Network *The BIA Kelsey Group Agency Market • Est. $200mil run rate oppty within 18 months What is Self Service? Self Service is the ability for all advertisers and publishers, large and small, to leverage the power of AOL’s suite of online advertising products through a self-directed portal.

  3. AOL is Positioned to Win in Self Service AOL was the pioneer in brining Main Street on-line, now AOL will bring all Main Street advertisers online Over the past 5 years, AOL has acquired and built tools to address the market demands for Self Service online advertising These tools today produce revenue and attract customers The market loves the concept of an easy, do-it-yourself platform Our goal is to deliver to the market ONE scalable portal and platform that provides a suite of on-line advertising products, services and memberships

  4. A Snapshot of AOL’s Self Service Business Initial Target: Mid & Large sized advertisers and Agencies

  5. The Self Service Brand: Advertising.com Audience and Insights Access Control and Simplicity Core Benefits Advertising.com, powered by the #1 network and proprietary technologies and tools, is the most effective way to reach desired, quality audiences at scale.

  6. The Self Service Tool for mid- to large-sized avertisers and agencies will be called the Advertising.comAdDesk.

  7. Deployment timeline of the new Self Service business Business Bundle Live • New Brand • Marketing Plan in flight • Unified Platform • Customer Service Operational • Sales Channels Open Business Model Start-up Grow the Business ………….10X Q3 ‘09 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 Q4 ‘10 • Reseller #1 in Negotiations • Single Platform • Customer Support Live • Reporting & Analytics • Focus Groups and Client Interviews • 2,000 Customers • Reseller #1 Live • 1,000 Customers • Franchise Live • Internationalization • 3,000 Customers • Directory Listings Live • 4,000 Customers • Sponsored Listings (2H2010) • Recommendations engine (2H2010) Milestones • Customer Segmentation • Product Strategy/Roadmap • Tech. Strategy/Roadmap • Customer Acquisition Plan • Market Analysis • Scale Tool • Feature Set Differentiation Plan • Full-Scale Mktg Program • Insights Support • Formal Cust.Feedback program Deliverables • Mktg. Plan/Tool Branding • Delivery Optim/Scale Plan • Customer Support Plan • Operational Metrics • Financial Model

  8. Next Steps Re-release of the self service tool branded as the Advertising.comAdDesk (January) Pilot program launch (January) • New user interface and branding, among other features will be highlighted • 6-10 agencies involved Official launch (February) • Goal is to pre-approve 1500 agencies with log-ins and credit lines

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