In [[The Personal MBA]] an //audience aggregation// focuses on capturing the attention of a group of a people with similar characteristics, and then selling access to that audience to a third party. It is one of the [[Twelve standard Forms of Value]] (Form of Value #8 of 12). Audience aggregation provides value to consumers by providing them with some asset of their interest. Audience aggregation benefits the advertiser because it provides it with an audience. (my addition:) a good example is the business model of spotify:
<<image /static/files/MBI/Module%2011/businessmodelspotify.png width:600>>
!Key Points:
* Audience aggregation focuses on capturing the attention of a group of a people with similar characteristics, and then selling access to that audience to a third party.
* The keys to provide value are:
** Identify a group of people with similar characteristics or interests.
** Consistently attract that group’s attention.
** Find third parties interested in buying access to that audience.
**  Sell access to that audience without alienating it.
* This benefits the audience by providing something worthy of their attention.
* It benefits the advertiser because it gives him attention, which leads to sales.
!Questions for Consideration:
* Does delivering value via audience aggregation make sense for your business idea?
* If so, what do you need to plan for to make it successful?

Source: http://book.personalmba.com/audience-aggregation/
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mbi_public
created
Thu, 20 Jan 2011 20:51:41 GMT
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dirkjan
modified
Thu, 20 Jan 2011 20:51:41 GMT
modifier
dirkjan
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Term
The Personal MBA
creator
dirkjan