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Self Service Advertising
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© 2009 AOL LLC. AOL and the AOL logo are trademarks of AOL LLC and may not be used without written permission. Self Service Advertising Steve Hosley SVP, and GM of Ad Operations and Self Service
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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* - PowerPoint PPT Presentation
Transcript of Self Service Advertising
© 2009 AOL LLC. AOL and the AOL logo are trademarks of AOL LLC and may not be used without written permission.
Self Service AdvertisingSteve Hosley
SVP, and GM of Ad Operations and Self Service
Self Service Advertising OverviewWhat 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.
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Enter here to unleash the power of the AOL Network
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*
Agency Market Est. $200mil run rate oppty within 18 months
2009 2010 2011 2012 2013 20140
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20
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Online SB Advertising Market Forecast
$ B
illio
ns
• *The BIA Kelsey Group
AOL is Positioned to Win in Self Service
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
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AOL was the pioneer in brining Main Street on-line, now AOL will bring all Main Street advertisers online
A Snapshot of AOL’s Self Service Business
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Initial Target:Mid & Large sized advertisers and Agencies
The Self Service Brand: Advertising.com
Audience and InsightsAccessControl and Simplicity
CoreBenefits
Advertising.com, powered by the #1 network and proprietary technologies and tools, is the most effective
way to reach desired, quality audiences at scale.
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The Self Service Tool for mid- to large-sized avertisers and agencies will be called the Advertising.com AdDesk.
• Q3 ‘09 • Q4 ‘09 • Q1 ‘10 • Q2 ‘10 • Q3 ‘10 • Q4 ‘10
Deployment timeline of the new Self Service business
• Business Model • Start-up • Grow the Business ………….10X
Mile
ston
es Focus Groups and Client Interviews
Reseller #1 in Negotiations
Single Platform Customer Support Live Reporting & Analytics
Reseller #1 Live 1,000 Customers Franchise Live Internationalization
2,000 Customers 3,000 Customers Directory Listings Live
4,000 Customers Sponsored Listings
(2H2010) Recommendations
engine (2H2010)
Customer SegmentationProduct Strategy/RoadmapTech. Strategy/RoadmapCustomer Acquisition PlanMarket Analysis
Del
iver
able
s Scale ToolFeature Set Differentiation PlanFull-Scale Mktg ProgramInsights SupportFormal Cust.Feedback
program
• Business Bundle Live
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Mktg. Plan/Tool BrandingDelivery Optim/Scale PlanCustomer Support PlanOperational MetricsFinancial Model
•New Brand•Marketing Plan in flight•Unified Platform•Customer Service Operational•Sales Channels Open
Next Steps
Re-release of the self service tool branded as the Advertising.com AdDesk (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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