How might RTB House enhance its Brand Awareness solution to provide more measurable results for advertisers?

Introduction

To enhance RTB House's Brand Awareness solution for more measurable results, we need to dive deep into the current product offering, user needs, and market dynamics. I'll analyze key stakeholders, identify pain points, generate innovative solutions, and propose a strategic roadmap for implementation. Let's begin by clarifying some crucial aspects of the current situation.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking RTB House's Brand Awareness solution might be targeting mid to large-size advertisers across various industries. Could you help me understand who our primary target audience is and what specific industries or verticals we're focusing on?

Why it matters: This will help tailor our solutions to specific advertiser needs and industry benchmarks. Expected answer: Primarily targeting mid to large e-commerce and retail advertisers. Impact on approach: Would focus on retail-specific metrics and e-commerce conversion funnels.

• Considering the emphasis on "more measurable results," I'm curious about the current metrics we're using for brand awareness campaigns. What are the primary KPIs we're currently tracking, and where do advertisers feel these fall short?

Why it matters: Identifies gaps in our current measurement approach and areas for improvement. Expected answer: Currently tracking impressions, reach, and brand lift studies, but advertisers want more direct correlation to sales or conversions. Impact on approach: Would explore ways to connect upper-funnel metrics with lower-funnel outcomes.

• Given the competitive landscape in adtech, I'm wondering about our unique selling proposition. What key features or technologies set RTB House's Brand Awareness solution apart from competitors like The Trade Desk or MediaMath?

Why it matters: Helps leverage our strengths and address weaknesses in our product offering. Expected answer: RTB House's deep learning algorithms provide more accurate audience targeting and creative optimization. Impact on approach: Would focus on enhancing and showcasing our AI capabilities in measurement and optimization.

• Thinking about the product lifecycle, where does our Brand Awareness solution currently stand? Are we looking to expand its feature set, or are we more focused on optimizing existing capabilities?

Why it matters: Determines whether to focus on new feature development or refinement of existing tools. Expected answer: The product is mature but facing increased competition, so we're looking to innovate and differentiate. Impact on approach: Would balance optimization of core features with the introduction of novel measurement capabilities.