4Two Ways To Generate Revenue 101010101111010100010 101010101111010100010Largest amount of ad dollars. Small but increasing.
5First: Where do I start? Join an ad networkSimplicity Amount $$ you keep Hire a rep firm Sell inventory directlyNote: Not mutually exclusive
6The amount of $$ you keep Advertiser Publisher Frictionless * example publisher
7The amount of $$ you keep Advertiser Publisher Friction %
8The cost of friction
9Second: Does your sizematter? Ron would say yes. Darren says mostly no; opportunities are limited which creates artificial short-term demand.
10While we’re on size... There are standard ad sizes: IAB ( http://www.iab.net/iab_products_and_industry_services/1421/1443/1452) OPA (http://www.online-publishers.org)
11 Third: Evolution of the paid [digital] ecosystem Ad Networks Google Sell Side Optimizers/ Platform Ad Exchanges DSP Direct IntegrationNote: Just a portion of the companies in each sector
12 Image from DemdexYour media is good; w/data better
13Remember, w/o Data: Your Traditional Inventory Is a Commodity
14Fourth: Thoughts on an ad supportedbusiness Unless your advertisement options are non-traditional, a fully ad-supported business has a very slim chance of surviving without significant scale. If you have non-traditional units, an internal sales force will sell best. Treat ad agencies as you would venture capitalists. Your presentations should be short, to the point, and slick.
15Fifth: The biggest mistake Pricing too low to get a deal can actually hurt your chances of receiving an insertion order (IO) Perception