1 A BIRTH OF AN INTERNET STAR Web2 Summit 2011. The Independent Web is comprised of online properties that are not owned and operated by large media companies.

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Presentation transcript:

1 A BIRTH OF AN INTERNET STAR Web2 Summit 2011

The Independent Web is comprised of online properties that are not owned and operated by large media companies Social in nature, the Independent Web is a source of conversation online – where ideas and narratives are born and shared Users seek out and follow the most unique and powerful voices who are relatable to their own passions eMarketer, “The Blogosphere: Colliding with Social and Mainstream Media” Sept 2010 BASIC TENETS WHAT IS THE INDEPENDENT WEB AND WHY DOES IT MATTER?    113 People read independent websites on a monthly basis in 2010 MM 133 Expected size of the independent audience in 2012 MM 150 Expected size of the independent audience in 2014 MM IT’S THE WEB’S GROWTH ENGINE

THE BIRTH OF AN INTERNET STAR SCALE. A new service erupts on the web, bringing with it rapid user adoption and substantial cultural buzz. Shiny! New! At scale! DATA. The service garners massive investments of risk capital to fund infrastructure and product development so as to scale against massive user demand and build out a unique dataset/graph. ACCESS. Marketers clamor to “get on” the new service, and are frustrated by the lack of customer service, intelligent advertising products, or general regard for their needs. PLATFORM. The service eventually figures out its monetization strategy, hires a sales force, proves its value, gets a seat at the upfront table, and goes public.

THE INDEPENDENT WEB’S PROBLEM 600mm in 15 years SCALEDATAACCESSPLATFORM 775mm in 10 years 775mm in 6 years 400mm in 4 years 600mm in 5 years ContentDisplay Ads Link Graph Social Graph Interest Graph Search Ads Engagement Ads Promoted Suite ??.com, RMX.com, AdX.com, TBA ?

THE INDEPENDENT WEB’S OPPORTUNITY 600mm in 15 years SCALEDATAACCESSPLATFORM 775mm in 10 years 775mm in 6 years 400mm in 4 years 600mm in 5 years ContentDisplay Ads.com, RMX Links/Page Rank Social Graph Conv. Graph Search Ads Engagement Ads Promoted Suite.com, AdX.com, TBA Interest Graph CT suite.coms, TBA

FMP offers marketing partners the first opportunity to advertise on the largest, most powerful publishing platform online: WordPress.com ANNOUNCEMENT: FMP & WORDPRESS Best Content Right Context

FM & AUTOMATTIC PARTNERSHIP True Partners with a deep understanding of the Independent Web Fast growing publisher services for Millions of Authors Hundreds of Millions of Consumers engaged in conversational media First ever opt-in premium ad program for top WordPress.com publishers

WORDPRESS.COM: MASSIVE SCALE 25m bloggers, 300m readers, 1.2m daily interactions, 3b monthly pageviews From individual bloggers to enterprise customers WordPress powers 15% of top 1m web sites, 22% of all new domains registered WP.com weekly PV growth

WORDPRESS.COM PUBLISHERS COVER THE GAMUT OF CONTENT INTERESTS

MILLION Create and Share Digital Content At Least a Few Times a Month (61% reach with that audience) More than MTV Networks, LinkedIn, Netshelter MILLION Have HHI > $100K (136 index) More than Turner Digital, New York Times Digital, Apple Inc. FMP NOW HAS RELEVANCE AT SCALE WITH AN INFLUENTIAL AUDIENCE YOUNGAFFLUENTINFLUENTIAL 3422 MILLION Are year olds (129 index) More than Glam Media, Viacom Digital, CBS Interactive 47 Source: comScore Plan Metrix, August Data takes into account unduplicated data between Federated Media Publishing, WordPress.com, Lijit Networks, and Foodbuzz Network.

OUR COMBINED CONSUMERS ARE TRENDSETTERS Source: comScore US Audience, August 2011; Plan Metrix. Unduplicated data for Federated Media Publishing, WordPress.com, Lijit Networks, and Foodbuzz Network This audience is the first amongst friends to own/buy/use the latest on the following types of products 21MM (58% reach) Electronics 8MM (62% reach) Health (Dieting and/or Exercising) 9MM (64% reach) Home Décor & Home Repair 14MM (51% reach) Computer Hardware/Software Financial Information Movies/Music/T V/Gaming Parenting/Family 7MM (69% reach) 32MM (54% reach) 9MM (54% reach) 4MM (74% reach) Food & Beverage

WINNING COMBINATION Dominance of THE INDEPENDENT WEB The New Internet Star! ++ =