Mark Kvamme's iMedia Brand Summit Keynote, "February 17, 2009, The Beginning of the End of Appointment Media"
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  • 1. FEBRUARY 17, 2009 THE BEGINNING OF THE END OF APPOINTMENT MEDIA IMEDIA BRAND SUMMIT
  • 2. FCC MANDATE
  • 3. $ 165B WILL SPLINTER
  • 4. APPOINTMENT MEDIA WILL END IT'S ALL ABOUT ON DEMAND
  • 5. 10 POINTS TO CONSIDER
  • 6. INFORMATION GENERATION ATTENTION GENERATION 1
  • 7. BROADCAST GENERATION TV PRINT RADIO BILLBOARD
  • 8. INFORMATION GENERATION TV PRINT RADIO CABLE TV KIOSK BILLBOARD SATELLITE RADIO INTERNET SATELLITE TV CABLE RADIO DIRECT EMAIL DIRECT MOBILE
  • 9. TV PRINT RADIO CABLE TV INTERNET ATTENTION GENERATION TWITTER KIOSK SOCIAL RSS COMMENTING VOIP SATELLITE TV SMS BLOGS IM APPS BILLBOARD SATELLITE RADIO INTERNET SATELLITE TV CABLE RADIO DIRECT EMAIL DIRECT MOBILE PODCAST VIDEO
  • 10. INDIVIDUAL MEDIA THE CLOUD 2
  • 11. MEDIA DEFINED BY TECHNOLOGY
    • LETTERPRESS
    • CABLE/SATELLITE
    • BROADCAST
    • TCP/IP
    • GSM
    NEWSPAPER/MAGAZINE TV RADIO INTERNET MOBILE
  • 12. MEDIA DEFINED BY CONSUMER
  • 13.  
  • 14.  
  • 15. APPOINTMENT ON DEMAND 3
  • 16.  
  • 17.  
  • 18. PRODUCT EXPERIENCE 4
  • 19. NON SOCIETY
  • 20.  
  • 21. PRICE LIFETIME VALUE 5
  • 22. $170 (FIRST PURCHASE)
  • 23. +$200 (SECOND PURCHASE)
  • 24. +$250 (THIRD PURCHASE)
  • 25. +$180=$800 (LIFETIME VALUE OVER 18 MONTHS/3.5x)
  • 26. INTRUDER WITH TAGLINE STEWARD OF A CONVERSATION 6
  • 27.  
  • 28.  
  • 29.  
  • 30. SPARK CONVERSATION ADVERTISING IN MEEBO SPARKS CONVERSATION ABOUT THE BRAND ALBUM RELEASE MEDIABAR CAMPAIGN START
  • 31. RENT CONTENT OWN CONTENT 7
  • 32. WHAT’S OLD IS NEW
  • 33. ENGAGE THE AUDIENCE Invite . . . Entertain . . . Co-Create
  • 34. CREATE COMPELLING PROGRAMMING
  • 35.  
  • 36. PROGRAMMING GUIDE SEARCH FOR PROGRAMMING 8
  • 37. nice makeup
  • 38.  
  • 39.  
  • 40. STANDARD AD UNITS PERMISSION AD UNITS 9
  • 41. MEVERTORIAL
  • 42. VCAM
  • 43. OLD MATH NEW MEDIA 10
  • 44. RECALCULATE THE MATH (Reach x Frequency) Engagement = Media Buy Reach x Frequency = Media Buy √
  • 45. BECOME PART OF REVENUE Revenue Operating Profit Expenses R&D Manufacturing Salaries G&A Operating Income Taxes Net Income Sales & Marketing Cost of Sales
  • 46. SEARCH eCOMM CONTENT COMM AD NETWORK TOOLS VERTICAL SEARCH BILLIONS ADVERTISING SPEND MAHALO SEARCHME eHARMONY KAYAK TRULIA WEATHERBUG EONS FUNNYORDIE HEALTHCENTRAL JOOST MEVIO SUGAR WIDGET BOX CAFEPRESS GAMEFLY MOTOSPORTS NETSHOPS ZAPPOS ADBRITE ADMOB AMOBEE BUBBLEMOTION JAJAH LOOPT MEEBO TOKBOX LINKEDIN IMEEM ROCKYOU STARDOLL COLLACTIVE KENSHOO OLIVE KONTERA UNISFAIR PONTIS SINTECMEDIA
  • 47. [email_address]
  • 48. THANK YOU!