Blogging Superstars :How to monetize a blog effectively? Presenter Mohit Maheshwari

1 Professional bloggers First time bloggers Part time bloggers Non Bloggers Others Lets size up the audience

Professional bloggers

First time bloggers

Part time bloggers

Non Bloggers

Others

2 Bloggers are Superstars and…………… Superstars blog !!!!! Look who’s blogging…….

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2 Superstars need to be paid well….. 3 Examples of Blogs making Money

2 Johnchow.com - $12-$15k per month

2 PerezHilton.com = $40K –$80K per month

2 MARIO ARMANDO LAVANDEIRA JR., better known as Perez Hilton

2 Autoblog.com = Sold To AOL for $25 million

2 Direct Sell advertising directly Sell advertising via Search based ad networks – Google Ad sense Sell your services/products Affiliate Programs Sponsorship Become part of a Blog channel on an AD network Donations Merchandising Indirect Blog Consulting Blog Guest Writing Non-Blog Writing Speaking engagements Some ways to Make Money From a Blog

Direct

Sell advertising directly

Sell advertising via Search based ad networks – Google Ad sense

Sell your services/products

Affiliate Programs

Sponsorship

Become part of a Blog channel on an AD network

Donations

Merchandising

Indirect

Blog Consulting

Blog Guest Writing

Non-Blog Writing

Speaking engagements

3 Sales talent is scarce , expensive and on the move Advertiser Target market and domain identification needs market research Too small to be significant and worth time of advertisers and media planners Networking , credibility with advertisers , agencies important Too many choices – Physical sales team, Multiple Ad networks, Affiliate networks Challenges in business development for independent bloggers

Sales talent is scarce , expensive and on the move

Advertiser Target market and domain identification needs market research

Too small to be significant and worth time of advertisers and media planners

Networking , credibility with advertisers , agencies important

Too many choices – Physical sales team, Multiple Ad networks, Affiliate networks

4 The online challenge Enterprise publishers, media agencies and brand advertisers are facing two major challenges: Fragmentation and inventory limitations. Why small can be BIG in today’s Internet

5 Why small can be BIG in today’s Internet Fragmentation With the rise in popularity of UGC and the increasing sophistication of internet usage, users are visiting more sites. 5 years ago you could of reached 40% of the total online audience with just the top 5 websites. Today the same top 5 websites will only reach an average 15% of the total online audience Publishers are losing market share, whilst media agencies and advertisers are finding it harder to reach their audience

Fragmentation

With the rise in popularity of UGC and the increasing sophistication of internet usage, users are visiting more sites.

5 years ago you could of reached 40% of the total online audience with just the top 5 websites.

Today the same top 5 websites will only reach an average

15% of the total online audience

Publishers are losing market share, whilst media agencies

and advertisers are finding it harder to reach their audience

6 Why small can be BIG in today’s Internet Inventory Limitations Online advertising budgets are growing internationally by @20 – 30% per annum Established websites page views are only growing by 5 – 10% pa Enterprise publishers have established media sales operations and great relationships with agencies and big brand advertisers. Where publishers regularly ‘sell out’ of certain sections, advertisers would buy more inventory, if it were available Up until now publishers have faced the choice of either: Creating more very expensive content ‘in house’, buy competitors websites or be satisfied with the current level of advertising revenue.

Inventory Limitations

Online advertising budgets are growing internationally by @20 – 30% per annum

Established websites page views are only growing by 5 – 10% pa

Enterprise publishers have established media sales operations and great relationships with agencies and big brand advertisers.

Where publishers regularly ‘sell out’ of certain sections,

advertisers would buy more inventory, if it were available

Up until now publishers have faced the choice of either: Creating more very expensive content ‘in house’, buy competitors websites or be satisfied with the current level of advertising revenue.

9 Revenue Generation Options Appoint Site representation agency – CPM , Exclusive time based Slot buys , CPC Exclusive , Semi Exclusive ventures Extended / Outsourced sales force Personal touch Usually meets set targets Great for regional publishers and with limited sales network

Appoint Site representation agency – CPM , Exclusive time based Slot buys , CPC

Exclusive , Semi Exclusive ventures

Extended / Outsourced sales force

Personal touch

Usually meets set targets

Great for regional publishers and with limited sales network

10 Revenue Generation Options Major Search engines and their content network – CPC Based: Google Ad sense , Yahoo! Search Network ,MSN Ad Center Widely used and almost a default option for web publishers Many success stories have been built using Google Ad sense Sometime does a poor job in monetizing premium blog content and web applications / services . For Eg Premium blogs , websites get high revenue by consolidating together in an ad network and which does ad sales – Federated media , Glam.com , Gawker media blogs

Major Search engines and their content network – CPC Based:

Google Ad sense , Yahoo! Search Network ,MSN Ad Center

Widely used and almost a default option for web publishers

Many success stories have been built using Google Ad sense

Sometime does a poor job in monetizing premium blog content and web applications / services .

For Eg Premium blogs , websites get high revenue by consolidating together in an ad network and which does ad sales – Federated media , Glam.com , Gawker media blogs

11 Revenue Generation Options Join Geography , Vertical specific Ad networks – CPM , CPC Indian ad networks market is set to grow and time is right to consolidate fragmented Indian traffic. New ad networks focusing on Verticals are coming up – Travel ( a leading agency from India), British Asian Audiences ( a leading dot com group from India) Technology ( Tonic Tag) Still early days in the ad network market in India Right time to partner since more attention span by networks Builds alternate revenue streams which can be forecasted over a period of time

Join Geography , Vertical specific Ad networks – CPM , CPC

Indian ad networks market is set to grow and time is right to consolidate fragmented Indian traffic.

New ad networks focusing on Verticals are coming up –

Travel ( a leading agency from India),

British Asian Audiences ( a leading dot com group from India)

Technology ( Tonic Tag)

Still early days in the ad network market in India

Right time to partner since more attention span by networks

Builds alternate revenue streams which can be forecasted over a period of time

12 Choosing the right ad sales partner Check experience and background of top management Current advertisers and advertiser relationships in the marketplace Business plan and model Sales team and quality of business developers Establish Trust Long term relationship essential for success

Check experience and background of top management

Current advertisers and advertiser relationships in the marketplace

Business plan and model

Sales team and quality of business developers

Establish Trust

Long term relationship essential for success

2 Indian bloggers need to come together and grad the advertising pie !! Blogger needs a Federated India 

13 We are partnering with technology bloggers and websites in India Call / SMS : 9811334576 Email : mohit@tonictag.com