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Jakub Krzych

Presentation hold on InternetCEE conference

Technology Business

Internet CEE, 25-26 May
2010,

Riches
at the Bottom
of the Pyramid.
Finding value trough
self-service advertising.
Agora and AdTaily Case Study

Paweł Wujec, Jakub
Head of Krzych,

The Pyramid
The bottom feeds all

Source: Wikipedia

Fortune at the bottom
The poorest billions of people

Source: Google Books

Example businesses
Business can be profitable, but innovation expected

Source: Google Images

What is the bottom of pyramid online?
The poorest millions of advertisers.

G

Source: Arrowsmithmedia.com

The smallest millions of publishers.

Typical publisher's Agora's goal
business model
Diversify revenue and
Aims to the top of the pyramid: decrease dependence on
big brands and media houses media houses

Source: Hvsproduction.com

That is cool, but risky
(especially in the recession).

Challenges when reaching the bottom
Complexity, transaction costs, etc

How we tried to solve it?
Designing for the bottom of the pyramid

• Low entry level

• Simplicity

• Transparency

• Automatisation

• Reusing

• Viral effect

The final solution
Simple self service advertising

How does it work?
Imagine you found a place you want to advertise on

Create an ad in-place
Create or upload ad and pay online via VISA or PayPayl

It is that simple
Your ad is being displayed now

Sample installation
Lula.pl - Agora's lifestyle portal

Self-service widget
Just copy and paste to your website

Sample installation
Antyweb.pl - Tech blog

To the bottom of the pyramid in Poland
Within one year 13000 publishers and 3500 advertisers

15000

11250

7500

3750

0
May 2009 November 2009 May 2010

Fast growing ad network
Focus on simplicity brings results

1 billion 1.5 million
Impressions a month Clicks every month

30 000 3500
Ad units sold monthly Paying customers

The ad unit price distribution
Thousands small advertiser generate more than few big one

$5 $10 $30 $100 $1000

International version just launched
Multi language and currencies support

Social media integration
Monetize publisher's community

Summary
Find riches at the bottom

• You can turn yours
users into advertisers

• But you need to adjust
your products and
processes to the
bottom

• Reduce complexity
with innovation

• Focus on simplicity

• Viral effect

Thank you!
Any questions?

Paweł Wujec, Jakub Krzych,
pawel.wujec@agora. jakub@adtaily.co

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Adtaily.com

1. Internet CEE, 25-26 May 2010, Riches at the Bottom of the Pyramid. Finding value trough self-service advertising. Agora and AdTaily Case Study Paweł Wujec, Jakub Head of Krzych,

2. The Pyramid The bottom feeds all Source: Wikipedia

3. Fortune at the bottom The poorest billions of people Source: Google Books

4. Example businesses Business can be profitable, but innovation expected Source: Google Images

5. What is the bottom of pyramid online? The poorest millions of advertisers. G Source: Arrowsmithmedia.com The smallest millions of publishers.

6. Typical publisher's Agora's goal business model Diversify revenue and Aims to the top of the pyramid: decrease dependence on big brands and media houses media houses Source: Hvsproduction.com That is cool, but risky (especially in the recession).

7. Challenges when reaching the bottom Complexity, transaction costs, etc

8. How we tried to solve it? Designing for the bottom of the pyramid • Low entry level • Simplicity • Transparency • Automatisation • Reusing • Viral effect

9. The final solution Simple self service advertising

10. How does it work? Imagine you found a place you want to advertise on

11. Create an ad in-place Create or upload ad and pay online via VISA or PayPayl

12. It is that simple Your ad is being displayed now

13. Sample installation Lula.pl - Agora's lifestyle portal

14. Self-service widget Just copy and paste to your website

15. Sample installation Antyweb.pl - Tech blog

16. To the bottom of the pyramid in Poland Within one year 13000 publishers and 3500 advertisers 15000 11250 7500 3750 0 May 2009 November 2009 May 2010

17. Fast growing ad network Focus on simplicity brings results 1 billion 1.5 million Impressions a month Clicks every month 30 000 3500 Ad units sold monthly Paying customers

18. The ad unit price distribution Thousands small advertiser generate more than few big one $5 $10 $30 $100 $1000

19. International version just launched Multi language and currencies support

20. Social media integration Monetize publisher's community

21. Summary Find riches at the bottom • You can turn yours users into advertisers • But you need to adjust your products and processes to the bottom • Reduce complexity with innovation • Focus on simplicity • Viral effect

22. Thank you! Any questions? Paweł Wujec, Jakub Krzych, pawel.wujec@agora. jakub@adtaily.co

Adtaily.com

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