Technical Things Getting A Website and Ad Manager

Broadstreet

Kenny Katzgrau Former engineer on Yahoo’s Right Media Exchange linkedin.com/in/katzgrau

John Crepezzi Former lead engineer of AOL’s Patch linkedin.com/in/johncrepezzi

Setting Up Fast Getting a Publication Running As Fast As Possible

•  Get a Wordpress Host (we like WPEngine) •  Get a Domain (we like Gandi.net)

Alternatives (eek): GoDaddy, Bluehost, MidPhase. Some take care of domain registration too.

Then... •  Point the domain to WPEngine •  Hire a Freelance Developer (or use WPValet)

(Really) Nice to Haves Things to Think About

•  Reliability •  Development / Staging Site •  Automated Backups •  A Stategy for Getting un-Hacked •  Site Caching •  FTP/SFTP Access •  Database Access

(All included with WPEngine Account)

Next Steps Things to Think About

•  Logo •  Facebook Page / Twitter Account •  Newsletter (Mailchimp) •  Wordpress Theme

Blargo A Shortcut to that Smart Setup: blargo.broadstreetads.com

•  Wordpress •  Child Theme of “Largo”

– SEO – Caching – Workflow, Other Plugins

•  Ad System Built In (Broadstreet) •  Color Schemes •  Style Options (Transparency, Layout)

Traditional Indy Setup a.k.a Decisions You Would Eventually Second Guess

•  Non-Standard Ad Sizes •  Too Many Small Ads •  100% Run of Site •  100% Share of Voice

A Better Idea You Won’t Appreciate How Much Time and Money It’ll Save

•  IAB Ad Sizes (300x250) •  Targeting to Home, Category, In-Story •  At Least 1 Big, Bold Placement Area •  Split Share of Voice

Zone / Slot Name   Page   Location   Size   SOV   Price / share / mo  

Front Page / Top Leaderboard / 960x150 Front Top Leaderboard 960x150 25% $1200

Front Page / Below Featured / 468x60 Front Below Featured 468x60 25% $500

Front Page / Sidebar Top / 300x250 Front Sidebar Top 300x250 25% $750

Front Page / Sidebar Shuffler / 300x250 Front Sidebar Bottom 300x250 - $300

Category Page / Sidebar / 300x600 Category Sidebar 300x600 50% $500

Category Page / Top Leaderboard / 960x150 Category Top Leaderboard 960x150 25% $750

Article Page / Sidebar Top / 300x250 Article Sidebar Top 300x250 25% $750

Article Page / Sidebar Shuffler / 300x250 Article Sidebar Bottom 300x250 - $300

All Pages/ Logo Ad / 468x60 All Logo Ad 468x60 25% $500

All Pages/ Bottom Ad / 468x60 All Bottom 468x60 25% $300

Total - - - $20,600 / mo

Blargo: Ad Setup A Shortcut to that Smart Setup: blargo.broadstreetads.com

•  Responsive Ad Units •  Targeting to Home/Category/Story •  In Story Ads •  Multiple Ads Per Zone •  Based Off Ad Unit Plannign Guide (next)

Blargo: Ad Setup A Shortcut to that Smart Setup: blargo.broadstreetads.com

•  Responsive Ad Units •  Targeting to Home/Category/Story •  In Story Ads •  Multiple Ads Per Zone •  Based Off Ad Unit Plannign Guide (next)

Why Broadstreet? •  Built for Indy Publishers — ”Fight Off Big guys Like

Patch” •  Responsive Support •  Easy to Use, Most Common Needs Supported •  Things Nobody Else Has

– Automated Email Reports – Advertiser Login – Hover Tracking – Editable Ads – Network – Selfie

“People  Enjoy  the  Ads”    

New Tool: Selfie

Selfie: A Self Serve Ad Tool from Broadstreet

Selfie: The User Sets A Message

Selfie:Then Pays

Selfie: Insertion

Selfie: Pricing

Selfie Self-Serve In-Post Text Advertising Major Benefits

•  Tap Into Readers, Unknown Businesses •  Monetize Blog Posts •  Sensible Pricing for the Buyers •  Optimize Future Purchases •  Powerful Pricing Options •  Potentially Better Revenue, Relevance than Google

Adsense

Selfie Self-Serve Text Advertising The Future

•  HTML5 Drag and Drop Banner/Video Upload •  Sidebar Widget for Wordpress •  Email Buyer When Campaign is Completed •  Buying at Scale (Broadstreet’s Network) •  Update by Cell Phone/SMS

Questions? kenny@broadstreetads.com @broadstreetads This Presentation: broadstreetads.com/march11