It’s Time To Start Earning Your Media In Addition To Buying It
Paid vs Earned Media http://darmano.typepad.com/logic_emotion/2009/02/thoughts-on-bought-earned.html - David Armano
Men With Cramps http://dandelion.com/
The Jonas Brothers “ Nabbr has delivered more than 28 million video views in two months for the Jonas Brothers and helped their first single, ‘Mandy,’ reach No. 4 on MTV’s TRL with virtually no radio airplay.” http://gigaom.com/2008/07/02/those-jonas-brothers-sure-do-get-around-online/
The Monk-E-Mail Pitch
2 spots on the Superbowl are $4 Million plus shooting the TV commercial is a million (Total $5MM) which gets you 10 Million people exposed, but not engaged, for 30 or 60 seconds. The Viral/ Social costs $250K in creative and execution fees and gets 30 million users actually interacting for 8 minutes.
A Typical Television Ad Campaign
A Typical Earned Media Campaign
So How Do VCs Work With Agencies?
Venture Capital Funds Startups
Agencies Advise Marketers, Develop Creative, Buy Media
How VCs Can Help
Fund New Kinds Of Agencies To Work With And Possibly Buy
Fund New Kinds of Ad Networks To Buy Media From
Fund Earned Media Platforms To Run Earned Media Campaigns On