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Ken Hayes President, Nami Media Inc. kbhayes Ken@kbhayes

Ken Hayes President, Nami Media Inc. www.kbhayes.com Ken@kbhayes.com. Surviving Internet Advertising. “Monetizing New Media – how is it done?”. Ken Hayes. Personal Mission since 1994: Make commercial sense of new media President, Nami Media Inc. Internet advertising technology company

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Ken Hayes President, Nami Media Inc. kbhayes Ken@kbhayes

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  1. Ken Hayes President, Nami Media Inc. www.kbhayes.com Ken@kbhayes.com Surviving Internet Advertising “Monetizing New Media – how is it done?”

  2. Ken Hayes • Personal Mission since 1994: Make commercial sense of new media • President, Nami Media Inc. • Internet advertising technology company • Build and sell pick-axes • Founder / CEO, IMS Learning A/S • European web-based training company • Member, Pasadena Angels • Investment group in 45+ tech/web startups

  3. Economic Forces on Internet

  4. Size of Internet Advertising Ad Formats 2005A ($ in millions) $ % of Total % Growth Search (e.g. Google) $5,142 41% 33.6% Display Advertising 4,264 34% 13.6% Classifieds 2,132 17% 23.0% Referrals / Lead Generation 753 6% 290.2% E-Mail 251 2% 161.5% Total $12,542 100% 30.3% Source: IAB / PricewaterhouseCoopers LLP, compiled by Oversee.net

  5. Website Ad Model Users:“Traffic” Publishers • Content Sources: • - UGC • Editorial • Scraped / Syndicated • Site’s Added-Values: • - Look’n’Feel • Functionality • Organization Organicand / orPaid Advertisers:- Flat Rate- CPM- CPC- CPA One Link in the Chain

  6. Content is King? Not! • Traffic is King • “Own your traffic” – Lawrence Ng • Where do you get your users? - At what cost? • River • Drops of water = users • Dams and generators = websites • Electricity = ad revenue, merchandising • Once the drop flows by, lost your chance • Explosion of choice, fragmentationpurpose – not just entertain / inform.

  7. Content Challenges • Your content will get hijacked / scraped. • Content must contain the ability to monetize itself. • e.g. embedded links • Revenue share w/content creators? • Maybe / maybe not • How to measure? • Value created may not necessarily be in the re-broadcast of a work.

  8. About.com - NYT

  9. Other Revenue Sources • Besides Advertising… • Subscription (e.g. WSJ) • Merchandise (Zazzle, Cafepress) • Build lists (e.g. About.com) • Services (e.g. JibJab) “Ultimately, Monetize the Brand, Not the Content”

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