Transcript Internet Advertising on the Edge

Internet Advertising
on the Edge
Marissa Louie
CEO of AD-Village.com
@malouie
http://www.flickr.com/photos/girlish_evil/262225769/in/photostream/
RIP Good TImes…
for Internet Advertising?
http://www.flickr.com/photos/balakov/370221198/
Layoff Tracker Sez…
Razorfish down 146 (8%)
Federated Media down 7
Adbrite down 40
Adzilla down 90 (99%)
http://techcrunch.com/layoffs/
http://www.flickr.com/photos/lieberwirth/530411010/
Ad Network Shutdowns…in niches
Political: Pajamas Media
RSS ads: Yahoo’s
Semantic ads: Peer39’s
Behavioral ads: Jellycloud (Congress)
Several smaller ad networks
http://www.flickr.com/photos/fms-sabine/149189399/
“Distribution must
evolve into a science, as
reaching consumers in a
fragmented, personalized
environment will become
increasingly complex”
--Razorfish Digital Consumer Behavior Study, Dec. 2008
http://www.flickr.com/photos/30278749@N05/2837354142/
So, Marissa, WTF…
Why would anybody start an ad
company right now?
http://www.flickr.com/photos/georgio/82574880/
OPPORTUNITIES.
Ad targeting: room for improvement
Big Wig Attention and Action
Feb: Interactive Advertising Bureau (IAB) issued:
Reach measurement guidelines
Standardization of key industry metrics
Agreements to simplify interactive ad operations
http://www.flickr.com/photos/fms-sabine/148610857/in/set-72157601637404933/
Smaller companies need
help with ad revenue
Web 2.0:
Great product distribution…
l00000ow revenue
THEY NEED:
RELEVANT ADS
HIGHER PAYING ADS
http://www.flickr.com/photos/sunanwar/3160788875/
“We all come across
irrelevant ads, even more now that
a) we're entering the equivalent of
an online media recession, and
b) Google needs even more clicks to
feed its profitite (profit
”
appetite)..
-Jay Weintraub, Founder of LeadsCon
http://www.flickr.com/photos/yoshiko314/305668831/
Integration with Social Media
Advertising
(+)
social media distribution
= $$$
http://www.flickr.com/photos/jeremybrooks/3230875948/
The Wheels of Viral Marketing
Action
Brand
Memorability
Content:
great, new,
and
consistent
Leverage
online
presence
Useful,
relevant
information
Authentic
Improvement
Prioritize:
Time and
ROI
Call to
Passion
Earn $
Content and
Relevancy
Take
risks
Call to
Action
Viral
Hooks
Scalability
Forwardability,
Transferability
Planning and
Implementation
Cheapness
Price
“We want to immerse our
readers in advertising
experiences.
”
-Randall Rothenberg, President and CEO of
the Interactive Advertising Bureau (IAB)
http://www.flickr.com/photos/yoshiko314/305668831/
Longer term
Mobile advertising has 4 billion reach (Web: 800m)
Shift from advertising agencies to online model
MORE publishers hostING their own websites
http://www.flickr.com/photos/yoshiko314/376926598/in/set-72157601019377770/
Mary Meeker’s View of the World in 50 Slides
Digital Advertising’s Future
More fully integrated video online
Gains against traditional media
Better quality metrics
More personal sites  more ad inventory
ROI-focused ads win
Paid brand evangelists
http://www.flickr.com/photos/charlesfuller/28965928/
But all I want is…
Easy-to-use ad search &
ad recommendations
Higher-paying ads
http://www.flickr.com/photos/charlesfuller/28965928/
Contact me.
Marissa Louie
Founder & CEO, AD-Village
[email protected]
(510) 375-1941
“AD-Village recommends high-paying ads
to website publishers”
www.flickr.com/photos/21644167@N04/2877304479
on your internets
ad-village.com
[email protected]
marissalouie.com
twitter.com/malouie
These slides are posted at
slideshare.net/malouie
Additional slides
http://www.flickr.com/photos/photo_art/2411861353/in/set-72157600301319270/
Service Providers relevant to Advertising
SEO / SEM consultants
http://www.flickr.com/photos/photo_art/2411861353/in/set-72157600301319270/
Service Providers relevant to Advertising
Lead Generation
http://www.flickr.com/photos/photo_art/2412682032/
Service Providers relevant to Advertising
Affiliate
Marketing
http://www.flickr.com/photos/photo_art/2412682866/in/set-72157600301319270/
Service Providers relevant to Advertising
Brand Engagement
http://www.flickr.com/photos/photo_art/2411856377/in/set-72157600301319270/
Service Providers relevant to Advertising
Database
Mining
http://www.flickr.com/photos/photo_art/2411859477/in/set-72157600301319270/
Service Providers relevant to Advertising
Digital Video
Creators & Editors
http://www.flickr.com/photos/photo_art/2411856377/in/set-72157600301319270/
Service Providers relevant to Advertising
Advertising
((kisses))
Marketing
and PR
http://www.flickr.com/photos/photo_art/2411856377/in/set-72157600301319270/