Distributed Denial of Service: Identifying the coverage, driving the solutions

MarketingApollo Briefing, Article, DDoS, Distributed Denial of Service, Security

DDoS: Identifying the coverage, driving the solutions

Distributed Denial of Service: identifying the coverage , driving the solutions

Distributed Denial of Service (DDoS) attacks have become bigger, faster and more frequent. Crippling servers and businesses, they have become increasingly difficult to stop and are very easy to start – anyone with a computer and free software can launch an attack. As a result of this relentless onslaught DDoS is leading the pack in media activity as one highly publicised attack follows another. It also presents a superb opportunity for the organisation that offers a rich solution to tap into the reporting trends and get their business into the media’s eye.


According to Apollo Research the top ten companies that received the most media coverage around DDoS since the start of October 2014 to 31 March 2015 were Sony, Microsoft, Github, Akamai, Arbor Networks, Google, Activision Blizzard, Corero, Black Lotus and Radware.  Sony, of course, leads the list at 26.6% of the total coverage for the period thanks to the highly publicised attack that took place in December 2014 that took down the PlayStation Network for two full days. Microsoft sits at 21.5% as the attack on the Xbox network removed them from the gamers at the same time as Sony. Github, Akamai, Abor Networks and Google all sit within a few percentage points of one another at 5.7%, 5.3%, 4.6% and 4.3% respectively, holding their own in a very talkative market.


The security companies receiving the most media attention include, Corero, Radware, Black Lotus, Kaspersky Lab and Symantec.


Distributed Denial of Service Briefing

DDoS Apollo Briefing

Interestingly, the spokesperson that received the most coverage since 01 October 2014 is Dave Larson of Corero Network Security. He is followed by Matthew Pierce of Cloudflare, Dan Holden of Arbor Networks, John Summers of Akamai Technologies and Eugene Vigovsky of Kaspersky Lab. The top ten names were gleaned from a list of 1093 executives mentioned in conjunction with DDoS attacks throughout the period. Dave Larson led the way due to a report released by Corero that summarised the findings of its inaugural Quarterly DDoS Trends and Analysis Report. The latter garnered significant coverage across leading publications over the last half of the year and was a strong move by the company to build awareness.


The publications that delivered the most DDoS coverage included SC Magazine USA at 7.9% of total media coverage, followed by Security Week at 5.0%, Infosecurity Magazine at 5.0% and Silicon Angle at 3.5%. The companies that received coverage in SC Magazine included Akamai Technologies, Arbor Networks, Black Lotus, Google and Sony. Whereas Silicon Angle did not feature Akamai Technologies and Security Week included nothing from Black Lotus. However, Google received consistent coverage throughout the period across the board and Arbor Networks came a close second. Both Sony and Microsoft were dominant throughout, but again this tied in with the DDoS attacks experienced in December 2014.


Through our in-depth media analysis, Apollo Research has found a strong link between coverage and focused marketing efforts. With the exception of the DDoS attacks on Sony , Microsoft, Github and Activision Blizzard, those organisations that received rich coverage had leveraged this off marketing and PR campaigns that targeted the issues around DDoS. In-depth research and analysis of media coverage and voice can provide the business with a tighter focus for their PR and marketing activities and fortunately that’s precisely what we have.


Receive a copy of the full Apollo Media Briefing on Distributed Denial of Service for just £580. Please  email Anthony at apolloresearch dot com or call on +44 (0)20 8979 4443 for further information



MarketingDistributed Denial of Service: Identifying the coverage, driving the solutions