New Blends Of Advertising And Content In The Web Age

New Blends of Advertising and Content in the Web Age Chris Stetson APSP-6 Beijing , China November 22, 2008

Core Research Question: Why is there now so much vendor-produced content on technology media websites?

Which Technology Media Websites?

What do I mean by “vendor content” on the Web? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What are some examples of Vendor Content? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How are Media Sites Introducing Vendor Content? (Examples from one home page)

How serious is this issue? Serious. Third-party technology media may not be needed in the future ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What Three Points Do I Want You to Remember from my Talk? ,[object Object],[object Object],[object Object]

What are some possible explanations for why so much vendor content is on technology media sites? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The “Greedy Advertiser” Theory ,[object Object],[object Object],[object Object],[object Object],[object Object]

The “Lazy Buyer” Theory ,[object Object],[object Object],[object Object],[object Object]

The “Failed Banner” Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The “It Builds Traffic” Theory ,[object Object],[object Object],[object Object],[object Object],[object Object]

The “Web Content Marketing” Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web Content Marketing’s Free-Traffic Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object]

Web Content Marketing’s Cost-Saving Benefits ,[object Object],[object Object],[object Object],[object Object]

Web Content Marketing’s Branding Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web Content Marketing’s Lead-Generation Benefit ,[object Object],[object Object],[object Object],[object Object]

Web Content Marketing’s Direct Response Benefit ,[object Object],[object Object],[object Object],[object Object],[object Object]

Vendors Get Three Extra Benefits, if Their Content Gets onto Media Sites ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

But “Web Content Marketing” Theory Has a Problem Too. ,[object Object],[object Object],[object Object],[object Object]

Search Engines Reduce Value of Media Brands on the Web ,[object Object],[object Object],[object Object]

In Sum, The Explanation for Vendor Content on Media Sites Is... ,[object Object],[object Object],[object Object],[object Object]

Two Points Down, One to Go ,[object Object],[object Object],[object Object]

Media Associations Need to Develop New Communication Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Contact Information Chris Stetson Managing Director Preference Research LLC [email_address] +1 973-763-1817

New Blends Of Advertising And Content In The Web Age

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