Integrating Digital Marketing presented by Mahesh Murthy (founder and CEO, Pi...
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
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8. Second: Does your size matter?
Ron would say yes.
Darren says no; opportunities are limited.
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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)
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10. Third: Evolution of the paid [digital]
ecosystem
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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
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Image from Demdex
13. Fourth: Thoughts on an ad supported
business
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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
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