ad age keynote

Earning Your Media

Global Ad Spend

It’s All Up And To The Right

Global Stock Markets

You Can’t Defy Gravity For Long

It’s Time To Start Earning Your Media In Addition To Buying It

Paid vs Earned Media

http://darmano.typepad.com/logic_emotion/2009/02/thoughts-on-bought-earned.html - David Armano

Story Time

KogiBBQhttp://twitter.com/kogibbq

Men With Cramps

http://dandelion.com/

The Jonas Brothers

“Nabbr has delivered more than 28 million video views in two months for the Jonas Brothers and helped their first single, ‘Mandy,’ reach No. 4 on MTV’s TRL with virtually no radio airplay.”

http://gigaom.com/2008/07/02/those-jonas-brothers-sure-do-get-around-online/

Monk-E-Mail

http://www.oddcast.com/

The Monk-E-Mail Pitch

2 spots on the Superbowl are $4 Million plus shooting the TV commercial is a million (Total $5MM) which gets you 10 Million people exposed, but not engaged, for 30 or 60 seconds. The Viral/ Social costs $250K in creative and execution fees and gets 30 million users actually interacting for 8 minutes.

Whopper Sacrifice

A Typical Television Ad Campaign

A Typical Earned Media Campaign

So How Do VCs Work With Agencies?

Venture Capital Funds Startups

Agencies Advise Marketers, Develop Creative, Buy Media

How VCs Can Help

Fund New Kinds Of Agencies To Work With And Possibly Buy

Fund New Kinds of Ad Networks To Buy Media From

Fund Earned Media Platforms To Run Earned Media Campaigns On

Fund Analytics, Measurement, and Reporting

Five “Wild Ass Guesses”

Questions?