2. Audiences Gravitate toward
Conversational Media
• 50,000,000 Americans reading blogs
Source: Pew Internet Study (Q2 2005)
• MySpace #1 US web destination
Source: Hitwise (July 2006) -- Yahoo says it’s only 52,000,0000 uniques
• 38,000,000 viewers for #1 YouTube video
Source: YouTube stats (Nov 2006) -- Top video this week: 1,780,000
4. Conversational Sites Explode
Digg.com, an
independent
conversational
Digg media site
surpasses
all other
Tech News
CNET brands in 6
Months.
Wired
PC Mag
6. Conversational Sites Have
More Loyalty and Influence
Independent conversational site,
BoingBoing.net readers
are extremely loyal. In fact,
85% visit at least once a day.
And, BoingBoing.net is
one of the most
influential blogs
in the blogosphere.
Note: Technorati determines trust
and influence by the number of
unique inbound links into the site.
7. Fragmented Media Landscape
Presents Challenges
High fragmentation has presented
challenges for the brand marketer including:
Scale: Mature platforms exist today, the direct response ad networks:
AdSense, AdBrite, BlogAds, Burst, Ad.com, Tacoda, Right Media, etc
Quality: Finding the right contexts, audiences and conversations still
requires human insight.
Safety: Joining the conversation (and avoiding the mud-slinging!) has
not been automated
9. Federated Media’s Mission
“ At FM, our mission is to support
independent, community-driven websites
and their audiences, by connecting them
to marketers in an ongoing and robust
conversation that feeds everyone involved.
”
10. Federated Media is Author Driven
The core driver of our business value is our relationship
with site creators (we call them authors), and the value
they create through their work.
_________________
We cultivate those relationships by delivering revenue, of
course, but also through publishing services like
business development, technical support,
and a membership approach.
_________________
FM differentiates through a highly selective approach to
publishing sites - we focus on quality and engagement
and all advertising is approved ahead of time by authors.
11. FM Sites Reach Millions!
Federated Media reaches millions of unique readers
every single day. In fact, FM sites generate more than
350 Million page views every single month.
FM sites are categorized by Federation (topic area) including:
Technology Video Momentum Sports Parenting
Travel & Entertainment Business
Automotive Graphic Arts
Liesure & Media & Marketing
13. Momentum Federation
Momentum
200 Million+ Page Views per Month
98.5% Male
84.3% A18-39
60.3% $50,000+ HHI
98.1% Visit these sites multiple times per week
Momentum Sites include:
• Digg.com
• BoingBoing.net
• MetaFilter.com
• Newsvine.com
• Breitbart.com
• YTMND.com
• Newsvine.com
• Wikia.com
• Tailrank.com
• Popurls.com
• And more!
14. Technology Federation
Technology
100 Million+ Page Views per Month
84.1% Male
74.2% A18-39
45.2% $75,000+ HHI
90.8% Visit these sites multiple times per week!
Tech Sites include:
• Digg.com
• BoingBoing.net
• TechCrunch.com
• Techdirt.com
• GigaOM.com
• GearLive.com
• Gadgetopia.com
• Makezine.com
• Instructables.com
• Read/WriteWeb.com
• XYZ Computing
• Wi-Fi Networking News
• And more!
15. Entertainment & Media Federation
Entertainment & Media
30 Million+ Page Views per Month
75.9% Male
77.6% A18-39
60.5% $50,000+ HHI
94.1% Visit these sites multiple times per week
Entertainment & Media Sites include:
• Breitbart.com
• Buzz Machine.com
• Newsvine.com
• Transbuddha.com
• PVRBlog.com
• LostRemote.com
• DrinkoftheWeek.com
• Metroblogging.com
• And more!
16. Sports Federation
Sports
35 Million+ Page Views per Month
87.9% Male
72.7% A18-39
68.6% $50,000+ HHI
88.4% Visit these sites multiple times per week
Sports Sites include:
• Protrade.com
• SBNation.com
• Baseball-Reference.com
• Pro-Football-Reference.com
• Basketball-Reference.com
• HockeyBuzz.com
• And more!
17. Automotive Federation
Automotive
20 Million+ Page Views per Month
92.3% Male
51.1% A18-39
72.9% $75,000+ HHI
70.4% Read comments attached to blog posts
Automotive Sites include:
• Autospies.com
• TopSpeed.com
• LeftLaneNews.com
• Boompa.com
• TheTruthAboutCars.com
• SeriousWheels.com
• And more!
18. Graphic Arts Federation
Graphic Arts
7.5 Million+ Page Views per Month
Graphic Arts Sites include:
• Core77.com
• CoroFlot.com
• IllustrationFriday.com
• Mocoloco.com
• Mojizu.com
• Treehugger.com
• LaughingSquid.com
• GapingVoid.com
• ThomasHawk.com
• CartoonBrew.com
• Zoom-In.com
• And more!
20. Business & Marketing Federation
Business & Marketing
5 Million+ Page Views per Month
62.7% Male
70.2% A18-39
70.4% $50,000+ HHI
73.3% Visit these sites multiple times per week
Business & Marketing Sites include:
• 43Folders.com
• Dane Carlson’s http://business-opportunities.biz/
• AVC.blog.com
• TheAlarmClock.com
• DuctTapeMarketing.com
• VentureBeat.com
• SpringWise.com
• SmallBizTrends.com
• PSFK.com
• And more!
21. Video Federation
Video
5 Million+ Views per Month
Primary Audience: M18-39
Video Sites include:
• Ask A Ninja
• Diggnation
• Rocketboom
• Pixel Perfect
• In Digital
• NotMTV
• GearLive.com
• And more!
23. Conversational Marketing in Practice:
A few case studies of how marketers are working with FM to
take advantage of conversational media.
24. Lenovo: Vote, Black or Titanium
Lenovo invited
readers to vote
on the model of
the next
Thinkpad laptop
This participatory
campaign
garnered 200k
votes in just
5 weeks.
26. Dice’s Interactive Rant Banner
• Dice’s banners invited readers
to “rant” inside the banner
• Time spent with ad unit was
considered the “best ever”
• Interaction rates on
Federated Media sites were
2X traditional tech sites
27. Microsoft: Author-Driven Ad Copy
Microsoft …and Author
ran two Author-copy copy
types of performed
ads. 60%
Standard better.
copy…
28. Symantec’s Content Driven Ad
Symantec ads featured an RSS
feed of content updated daily.
Unlike most ads, the Symantec
creative did not experience ‘fatigue’.
In fact, Symantec saw a 300%
spike in response several weeks
into the campaign
RSS Ad
Click Through %
Typical Ads
Time
29. Case Study: Cisco’s Human Network
How Cisco engaged with influential voices to create
a campaign that went viral.
30. The Human Network Defined
“Author Driven Creative”
FM Authors contributed their own
definitions of “The Human Network” which
were featured in the ad units.
31. The Human Network Defined
Readers participated
by voting for the definition
they liked best.
35. We want to work with you
For Advertising Opportunities Please Contact:
Bernie Albers, Vice President of Sales
balbers@federatedmedia.net
(415) 332-6955 x212
