Jacqui Boland w/ Red Tricycle @ MamaBear Conference, Mt. View 4/20

1. What’s An Ad-Based Business Model
(And Is It Right for You)?
1. Audience
1. Traffic
2. Time
3. Resources
April 16, 2012 confidential 1

2. You’ve Made a Decision. Now What?
1. Technology
1. Communications
2. People
3. Resources
April 16, 2012 confidential 2

3. Types of Ad Formats.
And Which is Most Lucrative for Publishers?
1.Web
• Text
• Display
• Rich media (pulldowns, page
peels, overlay ads,
Interstitials))
• Video
2. Mobile
• Text
• Display
• Interstitial
• Video
April 16, 2012 confidential 3

4. Ad Hierarchy. Huh?
Sponsorships/Integrated Advertiser Base
Longer-term, incremental inventory
Targeted/Section buys
Create unique targeting options National
Keyword buys
Premium CPMs Direct
Marketers
Category buys
(Travel, finance, sports, etc)
Local
User-Targeted ROS/RON buys
Targets a particular site or network International
Bulk buys
Untargeted & Blind; not-guaranteed Online Retailer
CPA buys
Untargeted & Blind; not guaranteed
s
April 16, 2012 confidential 4

5. 4 Lessons Learns From An Ad-Based Start-Up.
1. Ad Agencies – Friend or
Foe?
1. You’re The Expert
1. Integration, Integration, Int
egration
2. Just Because You Have it
In Writing…
April 16, 2012 confidential 5