iPromote - Self Service Display
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This document discusses the potential for self-serve display advertising platforms to serve small and local businesses. It outlines barriers currently preventing small businesses from engaging in display advertising, like complexity and upfront costs. The presentation then describes how a new self-serve platform called iPromote Local aims to simplify the display ad creation and targeting process, make it more affordable, and give advertisers greater control over campaigns. It argues the timing is right for self-serve display as the industry grows and search ads become more expensive. The platform aims to aggregate small advertisers at scale by automating processes and optimizing small budgets across sites.
iPromote - Self Service Display
- 1. Display Advertising: Self- Serve Has Arrived? December 11, 2009
- 2. Is the time right for self-serve display advertising? Presentation Overview 1. Barriers and Hurdles 2. Self-serve Objectives 3. Industry Timing 4. Benefits Matrix 5. iPromote Local Platform 6. Discussion & Wrap-up 2
- 3. Local Businesses New to display ads -- no experience / lots of questions Online presence is limited or non-existent Small budgets are not attractive to publishers Display Ad Process Process from creation to launch is not easy Outsourcing is expensive and time consuming Solutions are not automated or complete Campaign Management Inventory can be expensive and requires commitments No optimization or throttling for smaller budgets Geo-targeting and real-time reporting are key 3
- 4. Create a user-friendly experience Automate the process with no experience required Use existing media from a website, listing or stock images Make display easier to use than search Make it affordable and accessible Eliminate upfront creative costs Minimize financial commitments for media Pay for performance (CPC) or impressions (CPM) Place the advertiser in control Provide access to ad inventory on premium local sites Set geo-targeting, pricing and scheduling (budget) Attract local customers online and build brand awareness 4
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- 6. Display Industry Growing abundance of display ad inventory and mobile inventory Search is becoming expensive and complicated Display with search creates uplift and builds brand awareness Proactive Marketing Proactively drive traffic to a site (calls to action, impulse) Display can be more effective than search (local events/sales) Ability to build brand on the web (logos, graphics, images) The Opportunity Is Now Achieve scale – aggregate the 26 million SMBs Reduce and eliminate process friction (time and expense) Display is more cost-effective than other forms of advertising 6
- 7. Display Benefits vs. Search Brands your business through online display ads Proactively attracts visitors to your site or promotion Popular keywords can be expensive (ex. Gold) Search + Display Display complements search and increases advertiser ROI Leverage existing work by using search landing pages to create ads 7
- 8. Enter the web page address you want to promote 8
- 9. Display ads are automatically built in 5 major ad sizes in accordance with the IAB plus a banner for mobile. 9
- 10. Users have full control over all of the text and media used in their ads. Edits are real-time and media can be uploaded or re-ordered with drag & drop ease. 10
- 11. Users have three controls for their promotion: Geo-targeting, Pricing and Scheduling 11
- 12. Local Online Directories Mobile Users Social Networks Internet Yellow Pages Verticals: Auto, Real-Estate, E-commerce 12
- 13. Provide a complete end-to-end solution Automate processes to aggregate small advertisers Optimize small budgets across multiple sites and networks Provide real-time reporting and analytics Focus on local and mobile distribution Geo-targeting (local to global) Location targeting (mobile market) Attract local SMB advertisers Achieve scale Form partnerships with companies that drive adoption Continue to drive down the costs to attract advertisers Enhance product features and functionality 13
- 14. THANK YOU!
- 15. Michael Barr CEO 2KDirect, Inc (iPromote) 280 Park Avenue, 28th Floor East New York, NY 10017 (646) 259-4850 office (917) 224-2277 mobile mbarr@ipromote.com www.iPromote.com 15