The next big thing in media is ‘creative market’
The next great thing in advertising is the creative market.
In a new article in Recode, co-founder of the Creative Market, Alex Vartanian, tells the story of how the media-making machine evolved, and how it has made us so rich.
Vartani talks about how Facebook made money from the sharing economy, Google from search, Amazon from Amazon Prime, and others.
He says that while we’ve all gotten rich, we’re getting rich at the expense of others.
Recode: We all understand the benefits of being in a community, sharing ideas, getting feedback, and building a community.
But how did it all begin?
Why is the media the place where we get our news, entertainment, and social engagement?
What’s the creative value of an ad?
Alex Varanian: What I see as an emerging technology that has been going on for decades, the internet of things, has created an incredibly powerful and powerful ecosystem.
I mean, it’s very much a big thing.
It’s like the Internet of Things in the early 1980s.
The internet of everything.
You’re connected to everything.
I don’t think anyone’s really talked about it, but it’s going to be big.
And the most powerful thing about it is it’s democratizing what it means to be a citizen.
It is democratizing.
It allows you to be as connected as you want to be.
So the media is the place we all have our news.
We have our entertainment.
We all have the feedback.
We can watch whatever we want.
It lets us know what’s going on.
But it also gives us a platform for our content.
It gives us an opportunity to monetize our content, and that’s what the media does.
And that’s why it’s the perfect place for an ad.
It makes it easier for us to build a brand.
The way we’re going to get advertisers is with the content.
We’re going in the digital space and we’re looking at our audience and our audience is going to have to be able to monetization.
It will be a very competitive environment.
We need to create a great product.
And you can’t create great products and be an advertiser.
That’s why people like me, I don´t know why I work for an advertising company.
But they don’t do it.
And I have to get paid.
That´s what makes it exciting.
Recoding: I’m fascinated by the question of who will buy what, what’s the value of our advertising?
We’re seeing so much stuff.
It has to be compelling, it has to sell.
But there is an opportunity for the advertiser to be the consumer of that.
What is the value proposition of advertising?
Vartans: There are two big pieces of the puzzle that have to happen.
The first is the ad is the catalyst.
It starts to create that conversation.
That conversation is the most important thing.
The second is the monetization is the big question.
There is a lot of research out there on this, and it’s interesting.
It shows that, on average, you need about $200 to reach a certain number of impressions.
So it’s not just the ads, it is the conversations that you’re having with your friends, your family, the people who are reading the blog.
And those are the people that really matter.
So, if you get a million people to watch an ad, that’s a very significant amount of revenue.
But the next thing that has to happen is you have to find the right people.
And a lot has to come from that conversation, right?
You need to get them to engage with the story, and you need to be sure that they are interested in it.
Thats what the ad, the engagement, is.
That is the real big piece of the piece.
It all comes together and that is the biggest piece.
The only other thing is the audience.
And, really, the only way to get the right audience is to be successful.
Recodes: You have a very different audience from the media, because they are on the Internet and they have access to their friends.
But you’re the same audience.
Do you think the media has lost its relevance in an era where social media and everything else is online?
Varsanian: It does feel that way, but I think it’s more because it’s been a great fit for us.
We really are in a very unique position.
It doesn’t matter where you are in the world, you’re connected.
So we have an advantage in that sense.
Recapping: I understand that there is a big focus on the internet, and people are getting excited about it.
But in the last year, I’ve noticed a lot more interest in Facebook and Instagram.
What are the challenges in building something that can scale to all of these different platforms?
Varans: I think what Facebook has done is to do a