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

More Related Content

What's hot

Jacob morgan
Jacob morganJacob morgan
Jacob morgan
Influence People
 
Forresquare2
Forresquare2Forresquare2
Forresquare2
Rene Looper
 
Getting An Education
Getting An EducationGetting An Education
Getting An Education
Neville Hobson
 
Conversational marketing Best Practices
Conversational marketing Best PracticesConversational marketing Best Practices
Conversational marketing Best Practices
tom troja
 
Social Media For Professionals
Social Media For ProfessionalsSocial Media For Professionals
Social Media For Professionals
Hareesh Tibrewala
 
The Social Web 101
The Social Web 101The Social Web 101
The Social Web 101
Richard Marti
 
Social Media and B2B marketing
Social Media and B2B marketingSocial Media and B2B marketing
Social Media and B2B marketing
Marko Sykkö
 
5 tips & trends for social media in 2012
5 tips & trends for social media in 20125 tips & trends for social media in 2012
5 tips & trends for social media in 2012
Talking Heads
 
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
Matt Granfield
 
CMOs are becoming technologist
CMOs are becoming technologistCMOs are becoming technologist
CMOs are becoming technologist
Laurent Bouty
 
Developments affecting corporate social media strategy
Developments affecting corporate social media strategyDevelopments affecting corporate social media strategy
Developments affecting corporate social media strategy
Tiffany St James
 
Word of mouth ppt
Word of mouth pptWord of mouth ppt
Word of mouth ppt
Rajalaxmi Prakash
 
Story - A Man Hug of Gratitude
Story - A Man Hug of GratitudeStory - A Man Hug of Gratitude
Story - A Man Hug of Gratitude
Alex Primett
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcas
anaghawalanju
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
ME Consulting
 

What's hot (15)

Jacob morgan
Jacob morganJacob morgan
Jacob morgan
 
Forresquare2
Forresquare2Forresquare2
Forresquare2
 
Getting An Education
Getting An EducationGetting An Education
Getting An Education
 
Conversational marketing Best Practices
Conversational marketing Best PracticesConversational marketing Best Practices
Conversational marketing Best Practices
 
Social Media For Professionals
Social Media For ProfessionalsSocial Media For Professionals
Social Media For Professionals
 
The Social Web 101
The Social Web 101The Social Web 101
The Social Web 101
 
Social Media and B2B marketing
Social Media and B2B marketingSocial Media and B2B marketing
Social Media and B2B marketing
 
5 tips & trends for social media in 2012
5 tips & trends for social media in 20125 tips & trends for social media in 2012
5 tips & trends for social media in 2012
 
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
How Social Media has Changed Word of Mouth Marketing: Using the Internet to B...
 
CMOs are becoming technologist
CMOs are becoming technologistCMOs are becoming technologist
CMOs are becoming technologist
 
Developments affecting corporate social media strategy
Developments affecting corporate social media strategyDevelopments affecting corporate social media strategy
Developments affecting corporate social media strategy
 
Word of mouth ppt
Word of mouth pptWord of mouth ppt
Word of mouth ppt
 
Story - A Man Hug of Gratitude
Story - A Man Hug of GratitudeStory - A Man Hug of Gratitude
Story - A Man Hug of Gratitude
 
Social Media For Professionals Bcas
Social Media For Professionals BcasSocial Media For Professionals Bcas
Social Media For Professionals Bcas
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 

Similar to Advertising Ecosystem for Startups Looking for Ad Dollars

Traction Slides by Zachary Clinch
Traction Slides by Zachary ClinchTraction Slides by Zachary Clinch
Traction Slides by Zachary Clinch
ZEClinch
 
Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15
Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15
Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15
Digiday
 
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & PanelFQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
FabriQate
 
Successful online marketing techniques - Keiretsu Forum - Marcos Herrera
Successful online marketing techniques -  Keiretsu Forum - Marcos HerreraSuccessful online marketing techniques -  Keiretsu Forum - Marcos Herrera
Successful online marketing techniques - Keiretsu Forum - Marcos Herrera
Marcos Herrera
 
Best Online Marketing Techniques
Best Online Marketing  Techniques Best Online Marketing  Techniques
Best Online Marketing Techniques
Adrenalina
 
Marketing tools
Marketing toolsMarketing tools
Marketing tools
TRÌNH NGUYỄN
 
How Privacy Drives Marketing - Scott Meyer, Evidon
How Privacy Drives Marketing - Scott Meyer, EvidonHow Privacy Drives Marketing - Scott Meyer, Evidon
How Privacy Drives Marketing - Scott Meyer, Evidon
Signal Chicago 2012
 
B2B Search Marketing & Conversion Optimization (B2BCamp)
B2B Search Marketing & Conversion Optimization (B2BCamp)B2B Search Marketing & Conversion Optimization (B2BCamp)
B2B Search Marketing & Conversion Optimization (B2BCamp)
Stacy Sutton Williams
 
Mbs hitting the bulls eye
Mbs hitting the bulls eyeMbs hitting the bulls eye
Mbs hitting the bulls eye
Evgeny Pluzhnik
 
Social Business Software Costs
Social Business Software CostsSocial Business Software Costs
Social Business Software Costs
Axero Solutions
 
Growth hacking - the Referrals (2)
Growth hacking - the Referrals (2)Growth hacking - the Referrals (2)
Growth hacking - the Referrals (2)
Tomislav Rozman
 
Use cases & programmatic ecosystem: How to cover all marketing objectives?
Use cases & programmatic ecosystem: How to cover all marketing objectives?Use cases & programmatic ecosystem: How to cover all marketing objectives?
Use cases & programmatic ecosystem: How to cover all marketing objectives?
Simalaya SA
 
Data and Creativity - Choices in Digital Marketing
Data and Creativity - Choices in Digital MarketingData and Creativity - Choices in Digital Marketing
Data and Creativity - Choices in Digital Marketing
Royal Holloway, University of London
 
Digital Branding
 Digital Branding Digital Branding
Digital Branding
Digital_Marketing
 
InMobi Webinar - The 7 Sins of Mobile Ad Monetization
InMobi Webinar  - The 7 Sins of Mobile Ad MonetizationInMobi Webinar  - The 7 Sins of Mobile Ad Monetization
InMobi Webinar - The 7 Sins of Mobile Ad Monetization
InMobi
 
Basics of Internet Business
Basics of Internet BusinessBasics of Internet Business
Basics of Internet Business
Keroy King
 
Using the Marketing Measuring Tape
Using the Marketing Measuring TapeUsing the Marketing Measuring Tape
Using the Marketing Measuring Tape
Werkshop Marketing
 
Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pi...
Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pi...Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pi...
Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pi...
OMcareers Community
 
Backlinkfy.com 20 Must Have Digital Marketing Tools
Backlinkfy.com 20 Must Have Digital Marketing ToolsBacklinkfy.com 20 Must Have Digital Marketing Tools
Backlinkfy.com 20 Must Have Digital Marketing Tools
BQE Software
 
Why A Programmatic Advertising Strategy Is No Longer Optional
Why A Programmatic Advertising Strategy Is No Longer OptionalWhy A Programmatic Advertising Strategy Is No Longer Optional
Why A Programmatic Advertising Strategy Is No Longer Optional
Hanapin Marketing
 

Similar to Advertising Ecosystem for Startups Looking for Ad Dollars (20)

Traction Slides by Zachary Clinch
Traction Slides by Zachary ClinchTraction Slides by Zachary Clinch
Traction Slides by Zachary Clinch
 
Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15
Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15
Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15
 
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & PanelFQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
FQ Mobile Asia Congress - App Bytes 2011 - Session Speech & Panel
 
Successful online marketing techniques - Keiretsu Forum - Marcos Herrera
Successful online marketing techniques -  Keiretsu Forum - Marcos HerreraSuccessful online marketing techniques -  Keiretsu Forum - Marcos Herrera
Successful online marketing techniques - Keiretsu Forum - Marcos Herrera
 
Best Online Marketing Techniques
Best Online Marketing  Techniques Best Online Marketing  Techniques
Best Online Marketing Techniques
 
Marketing tools
Marketing toolsMarketing tools
Marketing tools
 
How Privacy Drives Marketing - Scott Meyer, Evidon
How Privacy Drives Marketing - Scott Meyer, EvidonHow Privacy Drives Marketing - Scott Meyer, Evidon
How Privacy Drives Marketing - Scott Meyer, Evidon
 
B2B Search Marketing & Conversion Optimization (B2BCamp)
B2B Search Marketing & Conversion Optimization (B2BCamp)B2B Search Marketing & Conversion Optimization (B2BCamp)
B2B Search Marketing & Conversion Optimization (B2BCamp)
 
Mbs hitting the bulls eye
Mbs hitting the bulls eyeMbs hitting the bulls eye
Mbs hitting the bulls eye
 
Social Business Software Costs
Social Business Software CostsSocial Business Software Costs
Social Business Software Costs
 
Growth hacking - the Referrals (2)
Growth hacking - the Referrals (2)Growth hacking - the Referrals (2)
Growth hacking - the Referrals (2)
 
Use cases & programmatic ecosystem: How to cover all marketing objectives?
Use cases & programmatic ecosystem: How to cover all marketing objectives?Use cases & programmatic ecosystem: How to cover all marketing objectives?
Use cases & programmatic ecosystem: How to cover all marketing objectives?
 
Data and Creativity - Choices in Digital Marketing
Data and Creativity - Choices in Digital MarketingData and Creativity - Choices in Digital Marketing
Data and Creativity - Choices in Digital Marketing
 
Digital Branding
 Digital Branding Digital Branding
Digital Branding
 
InMobi Webinar - The 7 Sins of Mobile Ad Monetization
InMobi Webinar  - The 7 Sins of Mobile Ad MonetizationInMobi Webinar  - The 7 Sins of Mobile Ad Monetization
InMobi Webinar - The 7 Sins of Mobile Ad Monetization
 
Basics of Internet Business
Basics of Internet BusinessBasics of Internet Business
Basics of Internet Business
 
Using the Marketing Measuring Tape
Using the Marketing Measuring TapeUsing the Marketing Measuring Tape
Using the Marketing Measuring Tape
 
Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pi...
Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pi...Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pi...
Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pi...
 
Backlinkfy.com 20 Must Have Digital Marketing Tools
Backlinkfy.com 20 Must Have Digital Marketing ToolsBacklinkfy.com 20 Must Have Digital Marketing Tools
Backlinkfy.com 20 Must Have Digital Marketing Tools
 
Why A Programmatic Advertising Strategy Is No Longer Optional
Why A Programmatic Advertising Strategy Is No Longer OptionalWhy A Programmatic Advertising Strategy Is No Longer Optional
Why A Programmatic Advertising Strategy Is No Longer Optional
 

Advertising Ecosystem for Startups Looking for Ad Dollars

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