Case | HBS Case Collection | September 2003 (Revised May 2006)

Eyeblaster: Enabling the Next Generation of Online Advertising

by Elie Ofek

Abstract

Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting advertising agencies to advocate use of Eyeblaster's rich media ad management product. Alternatively, more Eyeblaster sales effort, product improvements, and pricing incentives could be diverted to Web site publishers or even to advertisers. CEO Gal Trifon has to decide whether to give the green light to entering two new markets. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes. Includes color exhibits.

Keywords: Business Model; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Online Advertising; Growth and Development Strategy;

Citation:

Ofek, Elie. "Eyeblaster: Enabling the Next Generation of Online Advertising." Harvard Business School Case 504-005, September 2003. (Revised May 2006.)