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labs       Choices
labs      Sophie Lebrecht                         Michael J. Tarr    Entrepreneurial Lead                   Principle Inve...
At the beginning                   $58 Billion                                 $2 trillion
Day     Month   Year                                                                                                      ...
What we learned...           Market Research           Neuromarketing            Ad Agencies          In house Brand R&D
$58 Billion              $2 trillion
Day     Month   Year                                                                                                      ...
Customer Discovery
Customer Discovery
The thumbnail is the gateway to the ad
People watched110B online content videos      25B online ads
1st                             2nd                             3rdlabs   Thumbnail optimizer
How companies pick thumbnails now              AutomaticRandom                       Thoughtful               By hand
How companies pick thumbnails now              AutomaticRandom                       Thoughtful               By hand
How companies pick thumbnails now              AutomaticRandom                       Thoughtful               By hand
How companies pick thumbnails now              Automatic                           labsRandom                            T...
Our technology increases clicks
Our technology increases clicks“If you get us more clicks, I can make money from clicks”       Bryon Schafer, Director, Re...
650M videos per month400M in revenue per year
Target market sizeOnline video advertising generated     $2.3B in ad revenue, 2011
Next steps MVPs
Best thumbnailsWorst thumbnails
labsUsing brain science to extract thumbnails that make users click                 sophielebrecht@cmu.edu
LightTip NSF FInal Presentation
LightTip NSF FInal Presentation
LightTip NSF FInal Presentation
LightTip NSF FInal Presentation
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LightTip NSF FInal Presentation

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LightTip NSF FInal Presentation

  1. labs Choices
  2. labs Sophie Lebrecht Michael J. Tarr Entrepreneurial Lead Principle Investigator Postdoctoral Researcher Co-director of Center for theCenter for the Neural Basis of Cognition Neural Basis of Cognition Tepper School of Business Professor of Psychology Tom Kubilius Babs Carryer Mentor Mentor Founder & President Embedded Entrepreneur Bright Innovation Project Olympus, CMU
  3. At the beginning $58 Billion $2 trillion
  4. Day Month Year No.1 No.Who are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value?Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers?Which Key Resources are we acquiring from partners? Customer Relationships? What bundles of products and services are we offering to each Customer Segment? Which ones have we established?Which Key Activities do partners perform? Revenue streams? Apps Which customer needs are we satisfying? How are they integrated with the rest of our business model? How costly are they? Production of Market Market software Researchers Improve User community researchers predictably Platform for data Co-creation Neuromarketing interpretation by adding data Researchers Neuro-marketing Improve speed of companies service Design Design What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? Improve Through which Channels do our Customer Segments want to be reached? How are we reaching them now? consultancies How are our Channels integrated? consultancies interpretation Which ones work best? Which ones are most cost-efficient? IP How are we integrating them with customer routines? Ad Consultancies MRI machine Market Ad consultancies Improve researchers convenience of Brands Software data acquisition Discount Retail Design Stores platform consultancies Value drivenWhat are the most important costs inherent in our business model? Software For what value are our customers really willing to pay? Bait and hookWhich Key Resources are most expensive?Which Key Activities are most expensive? development For what do they currently pay? How are they currently paying? How would they prefer to pay? apps to brain software How much does each Revenue Stream contribute to overall revenues? R&D lab Data servers MRI data collection Freemium data Access to data interpretation costs collection platform software This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
  5. What we learned... Market Research Neuromarketing Ad Agencies In house Brand R&D
  6. $58 Billion $2 trillion
  7. Day Month Year No.3 No. AppsWho are our Key Partners? What Key Activities do our Value Propositions require? What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value?Who are our key suppliers? Our Distribution Channels? Which one of our customer’s problems are we helping to solve? Segments expect us to establish and maintain with them? Who are our most important customers? Use MRI toWhich Key Resources are we acquiring from partners?Which Key Activities do partners perform? Customer Relationships? Revenue streams? What bundles of products and services are we offering to each Customer Segment? Which customer needs are we satisfying? Which ones have we established? How are they integrated with the rest of our business model? User How costly are they? Market/neuro expand simple community researchers methods Improve Market predictably Design Production of consultancies researchers software Co-creation Platform for data Improve speed by adding data Snack & FoodNeuro-marketers interpretation of service Brands Improve Ad consultancies Design What Key Resources do our Value Propositions require? Through which Channels do our Customer Segments Personal Software Our Distribution Channels? Customer Relationships? want to be reached? consultancies Revenue Streams? interpretation How are we reaching them now? platform How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? Hygiene Market How are we integrating them with customer routines? Brands researchers IP Improve theAd consultancies MRI machine convenience of data Discount Apps analyzed Samplers Retail acquisition with MRI data Stores SoftwareWhat are the most important costs inherent in our business model? For what value are our customers really willing to pay? Bait and hookWhich Key Resources are most expensive? development For what do they currently pay?Which Key Activities are most expensive? How are they currently paying? Freemium How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? apps to brain software Value driven data R&D lab MRI data collection Access to data Data servers collection costs software interpretation platform This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
  8. Customer Discovery
  9. Customer Discovery
  10. The thumbnail is the gateway to the ad
  11. People watched110B online content videos 25B online ads
  12. 1st 2nd 3rdlabs Thumbnail optimizer
  13. How companies pick thumbnails now AutomaticRandom Thoughtful By hand
  14. How companies pick thumbnails now AutomaticRandom Thoughtful By hand
  15. How companies pick thumbnails now AutomaticRandom Thoughtful By hand
  16. How companies pick thumbnails now Automatic labsRandom Thoughtful By hand
  17. Our technology increases clicks
  18. Our technology increases clicks“If you get us more clicks, I can make money from clicks” Bryon Schafer, Director, Research & Sales Strategy at Hulu
  19. 650M videos per month400M in revenue per year
  20. Target market sizeOnline video advertising generated $2.3B in ad revenue, 2011
  21. Next steps MVPs
  22. Best thumbnailsWorst thumbnails
  23. labsUsing brain science to extract thumbnails that make users click sophielebrecht@cmu.edu

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