Where The Money Is

One of my partner investors in Heardable sent me along a link to a deck the other day from the Jordan Edmiston Group, Inc. (JEGI) that presents an extremely thorough picture of the user interest generation (social media) and user interest mining (online advertising) industries.

To give you some flavor of its findings, here's one - during one of the worst years in business ever, new media not only grew, but blew past its traditional rivals. According to the JEGI deck, during 2009, for the first time ever, consumer marketer spend on direct, promotional and digital marketing exceeded total ad spending in traditional measured media.

That is simply an astounding statement. My memory is still good enough to recall those old orange forecast booklets from Jupiter Research - I don't recall any of Jupiter's highly-paid analysts predicting in 2000 that the bulk of consumer adspend would be online by the end of 2009.

Page 18 shows a waterfall analysis that indicates data providers are getting 15% of the pie ($0.75 out of every $5.00 in sold CPM) - which is great news for Heardable and its competitors. I'll leave the slide that shows the EV (Enterprise Value) differential between BurstMedia and InterClick as a surprise.

If you're in any way involved in new media, check out this deck. If you're an owner in the right position in the value chain, it will bring a rosy glow to your cheek.

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John Sharp

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