Ad business model

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Online publishers' blessing begins with a bit of a curse: Advertisers historically have under-leveraged us for brand advertising. For better and for worse, interactive began largely as a direct-marketing vehicle.

Web ads have impact...

http://www.randallrothenberg.com/2008/12/services-strategy-for-interactive.html

Online advertising works better than we think by wallen Mar 1

More on ad impact

There's been a lot of talk recently that search and other forms of "performance" or "direct" online marketing will continue to grow in the downturn while display and other forms of "brand" marketing will struggle. I think that's likely to be true at some level but it doesn't mean that display advertising doesn't work. http://www.avc.com/a_vc/2008/12/display-adverti.html

A good summary of the impact of display advertising by wallen Mar 1

As Asian companies leverage display ads, social media and mobile to build brands and influence consumer purchase decisions, digital advertising has become an indispensable element of the Asian marketing mix.

Another study on impact

http://www.dynamiclogic.com/na/research/WhatsInTheMix/Oct2007.html

Another study on the impact of online advertising by wallen Mar 1

Online ad ecosystem

An overview by Booz Allen Hamilton on where online advertising ecosystem is going by wallen Mar 1

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but not suited for all products

http://wallen.typepad.com/wallen/2008/09/web-20-advertis.html

Of course in any case scale is required... by wallen May 4

Pre-requisite conditions at the product level for advertising business model to work for social web products. by wallen Mar 1

Digg’s struggles with generating a positive cash flow have been well-documented . http://mashable.com/2009/06/03/digg-ads/

Digg : a good example coming?

http://wallen.typepad.com/wallen/2009/01/advertsing-prices-relatively-stable-in-q4-2008.html

scale needed given price levels

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Mind you this is only display ads. If you include, other format average prices go up. by wallen May 8

At this price levels, it takes ~3bn page views to generate 1m revenues. Let's say you have 200 page views per month per user (Facebook is at 600). This means that with only display ads, you need 1m users to have 1m yearly revenues.... shows again that scale is what matters... by wallen May 4

Price evolution with the crisis?

Forecast of the impact of the crisis on the Web and in particular on CPC and CPM rates by wallen May 4

eMarketer recently revised its 2008 social network ad spending estimates. The change was not just a result of the recession, but was also based on new details about revenue and operations at MySpace and Facebook, the two largest social networks. MySpace

Case study: SN revenues

http://www.emarketer.com/Article.aspx?id=1006825

In any case, display is not the panacea for social neworks unless they cut down their costbase. by wallen May 4

I've read sources mentionning revenues of $265 for Facebook. by wallen May 4

Some revenue figures from MySpace and Facebook by wallen Mar 1

It’s also hard to believe that in the middle of the biggest economic crises since the great depression, I would have my best year ever.

Case study: blog revenues

http://www.johnchow.com/2008-year-in-review/

Surprising revenue figures from a blog in 2008 by wallen Mar 1

http://www.johnchow.com/john-chow-dot-com-october-2007-income-report/ It’s the start of a new month and that means it’s time once again for the highly anticipated blog income report.

Case study: same for 2007

Links are the currency of the web. That's the reason that Google is the king of the web right now. Google generates more click thrus to more websites than any other web service out there.

Passed links as a rev. source?

Nothing? Or is there something to do to extract value for the platforms that enable these passed links? by wallen May 4

What could be the impact of passed links on online ad model? by wallen May 4

Passed links as a source? (ctd)

Ben Straley left the comment that inspired my initial post on this topic .

Alternatives? Share of voice?

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Facebook is about to try to dominate display ads the way Google

It is customary to divide online advertising into two categories: direct response and brand advertising. I prefer instead to divide it according to the mindset of users: whether or not they are actively looking to purchase something (i.e. they have purchasing intent )
Online advertising data

Advertising BM

Twitter advertising platform

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