In the first hour of our Innovation Mission meeting on Thursday morning, Brock
Berry, VP at AdTaxi Networks opened up The Denver Post’s boardroom to the group
and launched into an overview of AdTaxi. AdTaxi is an ad network by definition,
it launched in 2010. It booked $700,000 in the first year of business and
jumped to $26M in 2012, now budgeted to do $80M this year.
Berry showed the AdTaxi Purchasing Funnel (see photo) which
demonstrated how various ad formats interact with the consumer’s purchasing
funnel. Berry than superimposed their own Ad Products Funnel –
NP.com/Yahoo!/Mobile, Social, Email/AdTaxi Display/Search on top.
Search is the foundation for sales. Berry said, “We are
simplifying the purchasing process for the advertiser. “
For larger buyers, they sell the full products funnel. For
smaller SMBs, they sell the AdTaxi Express which is search and products that
drive ROI such as SEM. They do four-legged sales call at the Denver Post. For
clients spending below $2,000-$2,500 they focus on selling AdTaxi Express. $750
dollar packages are typical.