mark kvamme's imedia brand summit keynote, "february 17, 2009, the beginning of the end of...

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FEBRUARY 17, 2009THE BEGINNING OF THE ENDOF APPOINTMENT MEDIA

IMEDIA BRAND SUMMIT

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FCC MANDATE

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$ 165B WILL SPLINTER

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IT'S ALL ABOUT ON DEMANDAPPOINTMENT MEDIA WILL END

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10 POINTS TO CONSIDER

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INFORMATIONGENERATION

ATTENTIONGENERATION

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BROADCAST GENERATION

TV

PRINT

RADIO

BILLBOARD

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INFORMATION GENERATION

TV

PRINT

RADIO

CABLETV

KIOSK

BILLBOARD

SATELLITERADIO

INTERNET

SATELLITETV

CABLERADIO

DIRECT

EMAILDIRECTMOBILE

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TV

PRINT

RADIO

CABLETV

INTERNET

ATTENTION GENERATION

TWITTER

KIOSK

SOCIAL

RSS

COMMENTINGVOIP

SATELLITETV

SMS

BLOGS

IM

APPS

BILLBOARD

SATELLITERADIO

INTERNET

SATELLITETV

CABLERADIO

DIRECT

EMAILDIRECTMOBILE

PODCASTVIDEO

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INDIVIDUALMEDIA

THE CLOUD

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NEWSPAPER/MAGAZINE

TV

RADIO

INTERNET

MOBILE

MEDIA DEFINED BY TECHNOLOGY

LETTERPRESS

CABLE/SATELLITE

BROADCAST

TCP/IP

GSM

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MEDIA DEFINED BY CONSUMER

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APPOINTMENT ON DEMAND

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PRODUCT EXPERIENCE

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NON SOCIETY

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PRICE LIFETIME VALUE

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$170 (FIRST PURCHASE)

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+$200 (SECOND PURCHASE)

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+$250 (THIRD PURCHASE)

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+$180=$800 (LIFETIME VALUE OVER 18 MONTHS/3.5x)

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INTRUDERWITH TAGLINE

STEWARD OF ACONVERSATION

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SPARK CONVERSATIONADVERTISING IN MEEBO SPARKS CONVERSATION ABOUT THE BRAND

ALBUM RELEASE

MEDIABAR CAMPAIGN START

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RENT CONTENT OWN CONTENT

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WHAT’S OLD IS NEW

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ENGAGE THE AUDIENCE

Invite . . . Entertain . . . Co-Create

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CREATE COMPELLING PROGRAMMING

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PROGRAMMING GUIDE

SEARCH FORPROGRAMMING

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nice makeup

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STANDARD AD UNITS

PERMISSION AD UNITS

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MEVERTORIAL

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VCAM

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OLD MATH NEW MEDIA

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RECALCULATE THE MATH

(Reach x Frequency)Engagement

= Media Buy√

Reach x Frequency = Media Buy

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BECOME PART OF REVENUE

Revenue

Operating Profit

Expenses

R&D

Manufacturing

Salaries

G&A

Operating Income

Taxes

Net Income

Sales & Marketing

Cost of Sales

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SEARCH eCOMMCONTENTCOMM

AD NETWORK TOOLS

MAHALO

SEARCHME

eHARMONY

KAYAK

TRULIA

WEATHERBUG

EONS

FUNNYORDIE

HEALTHCENTRAL

JOOST

MEVIO

SUGAR

WIDGET BOX

CAFEPRESS

GAMEFLY

MOTOSPORTS

NETSHOPS

ZAPPOS

ADBRITE

ADMOB

AMOBEE

BUBBLEMOTION

JAJAH

LOOPT

MEEBO

TOKBOX

LINKEDIN IMEEM

ROCKYOU

STARDOLL

COLLACTIVE

KENSHOO

OLIVE

KONTERA

UNISFAIR

PONTIS

SINTECMEDIA

VERTICALSEARCH

BILLIONS ADVERTISING SPEND

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kvamme@sequoiacap.com

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THANK YOU!