Tony Lentino Passes Away

Tony Lentino Passes Away

My friend and the friend of many, Tony Lentino, passed away yesterday. I know that I speak on behalf of the entire domain industry to pass our sincerest condolences on to his wife Emily and their children during this difficult time.

I first met Tony while training for my pilot’s license at Moorabbin airport. He was an amazing man who loved life and accepted everyone just where they were. The one thing that really struck me about Tony was his exceptional generosity and this permeated every aspect of his life.

I remember flying together from Melbourne to the Gold Coast to attend TRAFFIC downunder. My wife Roselyn and I were in a little Piper Archer while Tony and five other domainers were flying his larger Saratoga. He loved his plane (AQM) and it was an absolute joy for him to take people for a fly.

Tony's pride and joy

He didn't ask for anything from those that traveled to the Gold Coast and back. He happily invited them to jump onboard and have an experience of a life-time.

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Saturday Musings – Virtual Reality Consciousness

Saturday Musings – Virtual Reality Consciousness

This past weekend I’ve had a real opportunity to play around with Virtual Reality (VR) and my Oculus Rift. If you’ve never experienced VR then I would highly recommend you take the first opportunity possible…..it’s simply incredible.

Earlier in the week I downloaded the social app V-time for the Oculus. This app allows you to meet with other people and then “teleport” to a wide variety of destinations. So you could be chatting with friends in Paris (including hearing the traffic in the distance and someone playing La Vie En Rose) or look down on the Earth from the International Space station.

Rome

There are other aspects of the app that allow you to share photos in a boardroom at the top of a skyscraper. I think it’s only a matter of time before you can share a power point presentation and have a white board materialise for anyone to interact with.

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Part 7 - Portfolio Optimisation - Running a Traffic Test

Part 7 - Portfolio Optimisation - Running a Traffic Test

So you’ve just been to The Domain Conference in Fort Lauderdale and a monetisation company convinces you that you should run a test with them. Is there any real point and what is the best way to do this?

If you’ve ever moved your domains between parking companies by changing the nameservers then you will very quickly realise that there are so many variables to consider that the test becomes meaningless. For example, by routing the traffic at different periods of time, traffic volumes and domain market verticals all contribute to distorting the results.

In addition, if you move all of your domains across to the new company then from the previous article in this series we now know the best case scenario is they will win 35% of the time. Remember this number is for a properly optimised domain portfolio. If they win more than that then it’s only because your portfolio has not been looked after.

All monetisation companies know that they will perform well on some domains and not so well on others. Their goal is to hope and pray that overall the total amount they pay you will be more than your current parking solution.

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Part 6 - Portfolio Optimisation - Traffic Domains

Part 6 - Portfolio Optimisation - Traffic Domains

If you remember from previous articles the normalised RPM allows us to precisely compare one monetisation provider versus another.

This metric is VERY different from the traditional RPM that is often used more as a marketing tool than an actual unit of measurement. The normalised RPM is the revenue from every monetisation source divided by the raw unfiltered traffic, times by one thousand.

nRPM = Revenue / (Raw Traffic) x 1000

Escrow.com

The chart below is one that shared at Domaining Europe and highlights a number of opportunities for domain investors. The first is on average, direct advertisers pay considerably more for traffic compared to Google based sources.

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Part 5 - Portfolio Optimisation - Traffic Domains

Part 5 - Portfolio Optimisation - Traffic Domains

So far we’ve touched on a number of aspects of building a domain into a solid business. Obviously we could spend years on that topic but what I would like to do is move onto the second segment in our portfolio optimisation – traffic domains.

Many people believe that generating revenue from domain traffic is dead and buried…..nothing could be further from the truth. The real issue is to assess what you are doing now which is different to what you were doing in the past. If you keep on doing the same thing as you’ve always done, then don’t expect your revenue line to increase.

Escrow.com

Increasing your revenue from traffic has moved on a long way since the humble days of putting all of your domains with one parking company and then collecting a cheque. As one of the founders of ParkLogic, we’ve been optimising domain traffic for clients for nearly a decade and the sophistications of the real-time algorithms for routing traffic has grown considerably.

Let me say from the outset that optimising domain traffic is not a trivial exercise and has moved a long way from making decisions via a spreadsheet. To extract the full value out of your domain traffic routing decisions must be made on a real-time basis. If they aren’t then you are making sub-optimal decisions and leaving money on the table.

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