Successfully reported this slideshow.
Your SlideShare is downloading. ×

2011 TechStars NYC Advertising Presentation

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad

Check these out next

1 of 17 Ad
Advertisement

More Related Content

Slideshows for you (20)

Advertisement

2011 TechStars NYC Advertising Presentation

  1. 1 Clams. 5 Thoughts, 15 Slides Darren Herman / @dherman76 Chief Digital Media Officer, The Media Kitchen / kbs+p President & Managing Partner, kbs+p Ventures Founder, Varick Media Management
  2. 2 The most frequent sentence I hear We’re planning on We’re monetizing our apps thru advertising.
  3. 3 The Infamous Ecosystem Luma Partners 2010 www.lumapartners.com
  4. 4 Two Ways To Generate Revenue 101010101111010100010 101010101111010100010 Largest amount of ad dollars. Small but increasing.
  5. 5 First: Where do I start? Join an ad network Simplicity Amount $$ you keep Hire a rep firm Sell inventory directly Note: Not mutually exclusive
  6. 6 The amount of $$ you keep Advertiser Publisher Frictionless * example publisher
  7. 7 The amount of $$ you keep Advertiser Publisher Friction %
  8. 8 The cost of friction
  9. 9 Second: Does your size matter? Ron would say yes. Darren says mostly no; opportunities are limited which creates artificial short-term demand.
  10. 10 While 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. 11 Third: Evolution of the paid [digital] ecosystem Ad Networks Google Sell Side Optimizers/ Platform Ad Exchanges DSP Direct Integration Note: Just a portion of the companies in each sector
  12. 12 Image from Demdex Your media is good; w/data better
  13. 13 Remember, w/o Data: Your Traditional Inventory Is a Commodity
  14. 14 Fourth: Thoughts on an ad supported business 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.
  15. 15 Fifth: The biggest mistake Pricing too low to get a deal can actually hurt your chances of receiving an insertion order (IO) Perception
  16. 16 Evolution of an advertisement
  17. 17 Thank you // @dherman76

Editor's Notes

  • Clams. Dinero. Benjamins. It’s all about the money as Nucky Thompson likes to say.
  • Not necessarily a bad thing, but plenty of web (inclusive of mobile) companies are looking to generate ad revenue without a full strategy.
  • There are a lot of marketing and advertising technology companies who would like to help you drive advertising dollars. It’s only getting worse.
  • Two ways to generate revenue from advertising: the old-school way but relationship driven (human led) and the newer friction-less programmatic way (via API’s)
  • Direct relationships are always best because it removes friction. Generate relationship + keep majority of dollars.
  • Anytime there is a middleman, the middleman is compensated in some capacity. Also, the middleman might remove the relationship between the advertiser + publisher.
  • The cost of friction is FOCUS. Friction allows you to concentrate on other things which might be right for an early stage company who needs to ship product.

×