Homework Assignment from TubeMogul for Product Leader Client-Facing Products job interview

As a homework assignment prior to the interview, Tubemogul asked its candidates to provide a one-pager illustrating what the product strategy should be for client-facing products.

Here is my submission.

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Homework Assignment from TubeMogul for Product Leader Client-Facing Products job interview

Notes in preparation for Sharethrough SFP (Sharethrough for Publishers) Product Director job interview

.11 desktop-.25 mobile CTR on native
scalability issue in dealing with multiple ad formats, publisher rules, content requirements, labor intensive
Facts
Dan Greenberg is the founder & CEO of Sharethrough
eMarketer projecting $4.3 billion in U.S. native spending for 2015 http://www.emarketer.com/Article/All-Eyes-on-Native-Advertising-Despite-Uncertainties/1009895
5B 2015
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targeting an annual revenue of $100 million.  Launch RTB
$38 million in funding to date.
Five straight quarters of profit, on revenue of $46 million
Mobile is now 70% of the business,” he claims, and that mobile revenue is up 700% year on year.
BI Intelligence predicts spending on native ads will reach $7.9 billion this year and grow to $21 billion in 2018, rising from just $4.7 billion in 2013. Of that 2015 prediction, $1.9 billion will be made up by the “native-style display” sector in which Sharethrough sits, while the majority will be made up by social native ads.
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Stories
What about the backlash?  John Oliver
  • John Carroll, Here and Now media analyst and publisher of Sneak Adtack
Advertising sites
Digiday
Emarketer
AdAge
AdWeek
adexchanger
MediaPost
Marketingland
Clickz
PandoDaily
Journalism links
Neimanreport
Times innovation report
Notes in preparation for Sharethrough SFP (Sharethrough for Publishers) Product Director job interview

Notes in preparation for Wix App Market Product and Business Development Director job interview

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Thoughts:
  • Wix vs. Squarespace/Weebly – Playing ball in Nike Air Jordans vs. Converse.  Commuting in a Porsche vs Honda.  Wix Apps give you more than you need, but its nice to know you have some advantages.
  • Getting apps built with the technology is the easy part.  Hard part is selling companies on the value of this investment.
  • Developing and marketing Wix apps similar to mobile apps on iTunes and google play.
Why Wix?  Why this space?  Why this job?  What do I want to do?
I’ve successfully ran a global website.  So I feel that I have some value to add in helping other businesses run their websites.
I’m passionate about technology that empowers buyers and sellers.  It’s not about B2B or B2C.  It’s B2B2C.  Sure Wix is empowering businesses primarily.  But it is ultimately building experiences for consumers to aspire to something and be empowered to fulfill it. 
The App strategy if properly executed is a differentiator that will allow Wix to steamroll the competition.  It gives customers what they need and an easy way to use it.
Why Me?
  • Developing and marketing Wix apps similar to mobile apps on iTunes and google play.  
  • Service oriented architecture, REST APIs, JSON data in building mobile apps
  • Familiarity with technology to add client-side features to website platforms.
  • Consumer background
  • Led prospecting, diligence, and negotiation of a $MM deals.  and many other smaller deal.
  • Technology sales background.
  • Worked with several companies that could make great apps
 
Questions
  • Role also owns the front-end or only focused on the developer community and API?
  • Org Structure? Who does this role report to?
  • Difference btw SF, Tel Aviv and other offices?
  • Team members?
  • Types of deals?
  • Do all apps have a 70/30 rev share?  Or are there special economics for the deals I’d be trying to make?
  • How many partners is my goal?
  • Pipeline?
  • B2B Marketing?
  • Resources and budget?
  • How critical is monetization and advertising on Wix sites?
Product
Ideas/Critique
  • App Store interface – can’t tell what I need
    • Need to bundle apps
    • App recommendations in editor.
  • App interface can be better organized.
  • Doesn’t tell me what I already have.
  • Needs samples of real implementations
  • Dev documentation.  Case study of successful Hive and SDK integration
  • More monetization opportunities (ads, lead gen).
  • Pay for featured placement in app store.
Prospective Apps
  1. Google Translate
  2. Site search
  3. Optimizely/A-B testing framework
  4. Lead generation (Get a quote).
  5. Disqus
  6. Outbrain/Taboola
  7. Stumbleupon
  8. Bloomreach  SEO Product recommendations
  9. Native Advertising
  10. Content Streams
  11. ActiveEngage
  12. Contact at once
  13. Live-chat
  14. Survey Monkey
  15. Mail Chimp
  16. Constant Contact
Apps related experience
App Market in iframe.
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How it works
  • frontend of the app must be built using HTML5 technologies.
  • delivered as iframes and hosted on your servers, so the backend of your app can be built using the programing language of your choice: Java, Ruby, PHP, Python, C#, etc.
  • communicate with the editor, website, or dashboard using our JavaScript SDK
  • All apps installed on the owner’s site share Activities and Contacts, and WixHive enables these apps to communicate with each other to share object data.
  • WixHive holds all the information collected from the site owner’s website or business, which includes his Contacts and Activities. This information is saved in the scope of a website, and every component installed in that website should report all data it collects. Using the information collected by the website, allows you to enhance your app capabilities.
    • What if the app developer doesn’t want its data shared to a competitor app?
News
  • integrates directly with Office 365 for website creation and management.
  • Acq OpenRest
  • Launched e-commerce
Facts
  • 57 million registered users
  • 190 Countries
  • 10 Million Apps installed, 37500/day installed
  • Prem Subscriptions – 1.13M, 1.9% of registered users
  • 2014 Collections – $171M  (= Revenue + Change in Deferred Revenue)  from proj $153M
  • Revenue – $141.8M
Market oppty
$50 B
     $16 B in Web and Apps
     $34 B in Enterprise Business Applications
Verticals focus – hotels, e-commerce, restaurants
Notes in preparation for Wix App Market Product and Business Development Director job interview

Notes in preparation for Tubemogul Product Leader, Client-Facing Products job interview

Links to relevant articles

http://adage.com/article/digital/programmatic-tv-lots-talk-real-action/296184/

Ideas
  • Video Optimization
  • Programmatic TV Growth
  • Display Gestate
  • Native Video – Sharethrough
  • Global – china
  • Netflix, HBO, DirectTV, OnDemand, convergence of TV
  • Mobile toolset
  • publisher inventory
  • spectator gaming
  • multi screen
  • Social FBX
  • Vertical opptys  (automotive, financial)
  • Measurement, viewability, fraud, bots
  • location, local, payment = (brand + direct) now
  • ecommerce, billing
  • Meta DSP
  • The dashboard
Trends
  • Programmatic 5%-20% of TV ads 2015
  • Disintermediation In-house
    • HP, Kellogg, Netflix
  • C-level hirings and programmatic teams
  • programmatic advertising, will rise more than 50% this year to $21 billion worldwide, according to a new forecast by Magna Global
  • U.S. is leading global adoption of programmatic methods and will represent about half of programmatic transactions this year
  • The promise of automation is to make advertising more relevant than it ever has been. It’s not just about streamlining buying processes or reducing media waste. It’s about telling a different story to consumers based on where they live or who they are.
  • An emerging focus on ad effectiveness “We started off as an efficiency play,” said Mr. Fetters, describing the initial intent of Kellogg’s move. “We now want to pivot and start to focus on effectiveness. So how do we use all the capabilities that programmatic tools and data have to offer to begin to drive the effectiveness of our advertising.”
  • http://digiday.com/publishers/state-native-mobile-ads-5-charts/
    • .11 desktop-.25 mobile CTR on native
    • scalability issue in dealing with multiple ad formats, publisher rules, content requirements, labor intensive
  • 73% Desktop vs 27% Mobile buying
Notes from Q3 Earnings Call
1. the shift of ad dollars into digital is driving tremendous growth in digital video advertising, particularly on mobile devices,

digital video advertising continues to grow rapidly. According to Magna Global, digital video is growing nearly 30% per annum and is forecast to be over $20 billion globally by 2017. Also, while the growth in digital video advertising is coming in part at the expense of other digital ad formats, it is now clear that large TV advertisers are beginning to shift real dollars into digital.

Two of our clients, Allstate and Mondelez, are on record with relevant declarations. Allstate has said from 2013 to 2015 that it will have shifted about 20% of its TV ad dollars to digital advertising. Mondelez, the world’s largest snack company with beloved brands like Oreo, Chips Ahoy, and Wheat Thins, has likewise indicated that they are targeting for 50% of their total ad budget to go into digital by 2016.

So it’s no longer a question of whether TV dollars will shift to digital. It’s just a question of how much of the $200 billion global TV ad market will shift and how long it will take.

2. rapid adoption in programmatic or software-based buying
advertiser adoption of programmatic is accelerating. Like other markets that software has transformed previously, the advertising ecosystem is complex, manual, and often opaque. The benefits of programmatic buying are tangible and significant, including increased simplicity through streamlined and consolidated workflow, cost savings, and enhanced targeting. It’s therefore no surprise that, according to Magna Global, programmatic video is expected to grow at a compound annual growth rate of 60% globally from 2014 to 2018.
3. advertisers desire to gain more control and transparency over their ad spend by adopting self-serve software platforms.
while many of the early companies and business models that leverage programmatic technologies were black boxes, advertisers have spoken. And it’s clear that they want more control and transparency. So while many companies in the space are simply buying programmatically on behalf of their clients, we build self-serve software that gives advertisers all the functionality needed to manage their global video ad spend, while also gaining the control and transparency they seek, the antithesis of the black box model that is so prevalent in ad tech.
competitive advantage in Q3. First, we’re 100% advertiser-focused. We never own media or make money from media. Our only incentive is to do that which is best for advertisers. This positioning is unique amongst our direct competitors, and the large Internet companies that will inevitably build out or buy their own ad tech stacks.
Second, our business is global.
Third, our solution is cross-screen. It’s as easy to plan, buy and measure a video ad on a smartphone, tablet, or connected TV as it is on a computer. This is increasingly important as consumer video consumption shifts to mobile devices. And to accentuate the point, our total mobile spend increased to 9% of total spend in Q3, almost double the contribution we saw just in Q2.
Fourth, while most companies in advertising technology focus on direct response, we are focused exclusively on brand advertisers.
our focus on self-serve software is a true differentiator.
Product enhancements
we upgraded brand access. Our solution that allows advertisers to automate their direct deals with premium publishers or what is often referred to as programmatic direct. By enabling our clients to streamline their workflow with centralized planning, targeting, frequency capping,
 advanced our brand safety capabilities in Q3, including integrating third-party protection from [white ops and integral ad signs]. For every ad opportunity we evaluate, now more than $15 billion per day, we apply a variety of filters, depending upon the type of ad opportunity that together act essentially like a lie detector test against the information we receive
have pioneered the innovation and video viewability. While we already provide viewability reporting in our software at the site by site level, in Q3, we also published site-level viewability scores from excellent to poor. Then in our platform, advertisers can choose to switch on or off sites based on that information, helping them to maximize the viewability rates for their campaigns.
overhaul our analytics system
 Q3, we had 308 platform direct clients, up from 165 a year ago.
Notes in preparation for Tubemogul Product Leader, Client-Facing Products job interview