3. Target likely innovators
If you spent a few hours researching the charter advertisers for emerging media, you would quickly find that a small cadre of companies dominates. There are certain brands with both the money and the orientation to try truly new things -- and there are many brands that don't.
As an example, Procter & Gamble often leads the CPG pack in media innovation. In auto, foreign automakers often move more quickly into emerging media than Detroit, which focuses more on proven DR techniques. By defining the right set of target companies, you'll be able to focus your time on brands that are likely to show interest in a new platform.
Another consideration is budget. Many emerging media companies target "cool" brands instead of "rich" brands. In most -- though not all -- cases, a brand with $10 million to spend online is a lot more likely to sign than one with $500,000. The cost to participate in a platform is also a factor. Smaller brands can swing $5,000, but only major brands are likely to cough up $50,000 on an unproven platform.
Emerging media companies may also wish to consider a charter buying program to entice brands to participate at a lower initial price point. A charter program can also set appropriate expectations about reach and other metrics while a platform builds its market footprint.
But brands should have to pay something. Even just a little bit. People value things they pay for. Once platforms start giving things away, it's tough to rebottle that genie.
