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Is Advertising Dead?

Is Advertising Dead?

Aug 26, 2009 -

 


Garage Technology Ventures recently ran a conference called Revenue Bootcamp. The topic of one panel was “Is the advertsing model dead?” Bill Reichert of Garage moderated this panel, and it featured the following speakers:

 

  • Samir Arora, CEO of GlamMedia
  • Neil Chase, vice-president for author services of Federated Media
  • Tim Kendall, director of monetization of Facebook
  • David Kopp, senior director of North American ads for Yahoo!
  • Xavier Zang, manages third-party publisher relationships for Microsoft

If your company is using or planning to use the advertising model, you should watch it here. These are some of the key points:

  • The key starting point is great content. When you have great content, you’re more likely to attract audiences, and audiences are what advertisers are looking for.
  • Even if the audience is not huge, an advertising model can still be successful because advertisers need to reach and engage niche audiences, so focus on a specific audience—for example, female shoppers.
  • Don’t limit yourself to “advertising” per se. You can also make money when advertisers want to sponsor sites including their events. Data is also valuable to advertisers.
  • Opportunities also lie in “jumping to the next curve” and not sticking to current advertising, sponsorship, and data models.
  • Don’t look at what successful companies are now doing. Instead look at what these companies did to get successful.
  • A good way to look at your business as “audience-based.” That is, what is the audience that you’re delivering to advertisers?
 

Tags: advertising, conference, guy kawasaki

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Article Comments (1)

  • (Aug 28, 2009)
    Advertising has migrated (as has all media) from a one-to-many model to a many-to-many model. It's not enough for marketers to tell buyers what they want to say, they need to engage in an old-fashioned conversation.

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