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ADSPACE State of Contextual Advertising — Jay Sears
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ADSPACE State of Contextual Advertising — Jay Sears

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  • 1. PANELIST: Jay Sears , EVP Strategic Products & Business Development ContextWeb, Inc. / ADSDAQ Exchange April 22, 2009 The State of Contextual: Internet Advertising Math
  • 2. An Internet Advertising Math Lesson
    • 88% of X = .88X
    • 1 + 1 =3
    • ( (1 + 2 + 3) ÷ 3) > 1.50
    • Don’t outsource your math
  • 3. 88% of X
    • Blind revenue share
      • Wait for the earnings report
      • Does not mean your slice is 88%
    • Revenue share
      • Want 50% of Y or 50% of Z?
    • Name your price
      • Want 1 X or 2X?
  • 4. 1 + 1 = 3
    • When banks compete, you win…
      • 2, 3 and 4 are all > 1
      • Knowing someone is on your tail makes you work harder
    • Olympics every day
      • Use judgment to pick top athletes out of 300
      • Use competition to find who wins for you
      • Hold your competition today, tomorrow, next week, next quarter, next year…
  • 5. ((1+2+3) ÷ 3) > 1.50
    • Home page = 2
    • Entertainment page = 1
    • Health page = 3
    • Use multiple ad tags to reflect the value of various piece of your inventory
  • 6. Don’t Outsource Your Math & Just Do It
    • Keep control
      • If you don’t know, you don’t know
      • Did you do you own taxes?
      • Did you check the accountant’s work?
    • Just Do It
      • Stop analyzing. Stop thinking, just do it
      • Testing = knowledge = leverage = winning
  • 7. THANK YOU Jay Sears , EVP Strategic Products & Business Development ContextWeb, Inc. / ADSDAQ Exchange Sign-up: www.ADSDAQ.com Listen: http://blog.ContextWeb.com Follow: http://www.Twitter.com/ContextWeb