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Widgetbox SWAT Summit Case Study


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Widget CPI Case Study

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Widgetbox SWAT Summit Case Study

  1. 1. Widget Campaign Case Study Widgetbox Will Price, CEO July 17th 2008
  2. 2. Who We Are <ul><li>Widgetbox </li></ul><ul><ul><li>Largest consumer facing widget platform </li></ul></ul><ul><ul><ul><li>Providing choice to those who want it and reach to those who need it </li></ul></ul></ul><ul><ul><li>Consumer Solutions </li></ul></ul><ul><ul><ul><li>Find Widgets </li></ul></ul></ul><ul><ul><ul><li>Create Widgets </li></ul></ul></ul><ul><ul><li>Partner Solutions </li></ul></ul><ul><ul><ul><li>Custom Galleries </li></ul></ul></ul><ul><ul><ul><li>Advertise With and in Widgets </li></ul></ul></ul><ul><li>Key Stats (as of 7/8/08) </li></ul><ul><ul><li>Founded in 2006 , based in SF, and with 25 employees </li></ul></ul><ul><ul><li>Funded by Sequoia Capital, Hummer Winblad, and NCD Investors </li></ul></ul><ul><ul><li>71,500 widgets </li></ul></ul><ul><ul><li>3.5 billion widgets served to date </li></ul></ul><ul><ul><li>70,000 widget creators </li></ul></ul><ul><ul><li>8.7 million subscribers </li></ul></ul><ul><ul><li>40 million uniques </li></ul></ul><ul><ul><li>960,000 domains </li></ul></ul><ul><ul><li>425 million widget views/month </li></ul></ul>
  3. 3. Market Dynamic <ul><li>Audiences are distributed </li></ul><ul><li>Websites are losing relevance </li></ul><ul><li>Users want to consume content and applications independent of the content’s source </li></ul><ul><li>Widgets allow both publishers to reach audience and the audience to control where and how to consume </li></ul>How do content creators discover and reach their audience via widgets?
  4. 4. Widgetbox Business Model <ul><li>Promote. Distribute. Target. Connect. </li></ul><ul><li>Content to Audience </li></ul><ul><li>Three revenue streams </li></ul><ul><ul><li>Cost per install (CPI) </li></ul></ul><ul><ul><ul><li>Core revenue driver to date </li></ul></ul></ul><ul><ul><ul><li>Example widget </li></ul></ul></ul><ul><ul><li>Cost per thousand (CPM) </li></ul></ul><ul><ul><ul><li>Example CPM ad </li></ul></ul></ul><ul><ul><li>Cost Per Click (CPC) </li></ul></ul><ul><ul><ul><li>Example CPC ad </li></ul></ul></ul>
  5. 5. Case Study: Music Video Widget <ul><li>Client had a Music Video Widget </li></ul><ul><li>Widget was live on for months </li></ul><ul><li>Client wanted to accelerate viral growth </li></ul><ul><li>Created a Cost-Per-Installation campaign leveraging: </li></ul><ul><ul><li>1. Promotion : banners, featured widgets, etc </li></ul></ul><ul><ul><li>2. In-Widget Drop Down Unit : promotion in relevant widgets </li></ul></ul><ul><ul><li>3. Facebook & Bebo : converted widget into social applications </li></ul></ul><ul><li>Campaign launched June 15 th and completed June 26 th </li></ul>
  6. 6. Widget lived on Widgetbox for months Traffic was steady and respectable
  7. 7. Promotional campaign kicked off June 15: On and through Widgetbox Network Hits: + 40,000% Uniques: +90,000% Subscriptions: +12,000%
  8. 8. After the campaign: still viral and growing + 50,000%
  9. 9. After the campaign: still viral and growing Hits: +50,000% Uniques: +110,000% Subscriptions: +8,800%