If someone asks you to explain what you do in five seconds could you do it? Unless you hold a world record for speed talking this may be a challenge. And it’s an issue many of us in the ad tech world face on a daily basis. Our industry can get so consumed in all the jargon, that we sometimes don’t even notice we are only speaking to ourselves. This is what lead us here at JUICE to ask – is there an easier way to explain who we are and what we do?
We knew this would be a challenge that was easier said than done. I mean how do you make a complex world, with an abundance of technical terms, sound normal in everyday conversation? If you are looking into simplifying your own company’s terminology, for all lines of business, here’s a quick glance into how we did it and what we ended up with!
Most important step is identifying what the issues are and we knew there were two major hurdles we had to overcome – how do we categorize everything we do and how do we make it sound appealing? As a marketer this is near and dear to my heart. No matter how simple you make your product offerings, if it doesn’t sound “sexy” or “exciting” the traction and interest just won’t be there.
If your organization is anything like ours, you may have multiple solutions and product offerings. We work with data to develop strategic targeting campaigns within our programmatic direct platform or mobile-first DSP. We have an award winning in-house creative studio who design thousands of ads a year, from interscrollers to standard banner ads. We partner with multiple 3rd party data partners for not only targeting, but also reporting capabilities such as attribution and metrics, while also offering brand lift studies and awareness measurement. Our product and solutions span a large scope of offerings, which means they should all be in different categories right? Wrong!
When taking a step back we realized that the details of how we do what we do are important but we should be focusing on the broader solution we are offering to our partners – the advertiser. When changing our lens it was clear how to identify what we do – three simple pillars: 1. Powerful strategic targeting solutions 2. Industry leading creative production 3. Unbiased and transparent reporting. No matter what tactic, format or partner is used the campaign can always be categorized back into one these three categories.
Making it sound “cool”
Once we had our three pillars it was a matter of taking this basic terminology and turn it into something people can understand and still get excited about. When you are not dealing with these elements on a daily basis, it can take some effort to really pay attention. And we wanted to be sure we got that attention. After hours of brainstorming, market canvassing, synonym scanning and even some late night research sessions, we landed on what we like to call our JUICE DNA and we couldn’t be prouder. We are confident that we have a strong identity that truly explains who we are and what we do, in plain English. You may have already heard our team out in the market talking about this, but if not I am proud to introduce you to our JUICE DNA.
We take A People Approach in targeting
We Captive Them with our creative capabilities
We constantly deliver Beyond Expectations on all campaigns
At JUICE Mobile, we Ignite the Screen!
When working on projects like these it’s important not to give up and just remember “There are no bad ideas in brainstorming”. You never know where you will land when you take on exercises like these, it may happen right away or could be months and months. Stay focused on the problems you are trying to solve and why your partners need you, this is what will keep you on track.
But if you do ever find yourself stuck in the jungle of ad tech jargon and need to add clarity to the situation quickly, this may be just the perfect solution.