To the WHT Community:

Angel Valley Media is a major producer of in-theater digital media and commercial media, with over a quarter of a million in-theater impressions in Q4 2003 alone. Our company is a unique blend of very seasoned old-school tech industry consultants and entertainment industry experts.

Quick background:

Our staff, and myself personally, has built and designed datacenters from the ground up for very large companies such as Warner Bros, subsequently AOL, and has an extensive history of doing so for a variety of major businesses, such as major telephone companies and other motion picture studios. Bottom line, we are a production company made up of a combination of enterprise level network engineers and ex-motion-picture-studio marketing folk.

For the last few years, on the entertainment side, our guys developed marketing materials for major motion pictures, such as American Pie, The Mummy, etc. Simultaneously, on the network side, we've been active participants in the design and implementation of some of Californias most state-of-the-art datacenters, including most prominently the WINfirst (now Surewest) fiber-to-the-home network in Sacramento, which is currently the fastest consumer ISP in the United States, providing voice, video, and true 10mbit switched data to the home, over an FTTH network based on hardware designed specifically for WINfirst based on the company's needs. Altogether, this was a $400 million dollar network or so (with most of that cost being the fact that the company spent two years digging up Sacramento and burying fiber). Our guys were 2 of about 4 core engineers on the Internet side of this network at the time of the acquisition, both having been there since very early (before a customer was ever served).

Suffice to say, on both sides, our staff is made up of long time experts in their respective industries. Now that we've given our background, onto the point.

The Point:

Recently, we "retired" from the enterprise network engineering business as we've all been doing it for far too long, 10-12 years or so for most of us, which is just about burnout time when you're working on the types of networks we were dealing with (I'll bet a beer that I'm the only poor schmuck here that ever had to work with a Lucent Nexabit. Ugh, what a piece of crap.) With our friends from our studio business days, we invested our own money (the dot com boom was good for people in the datacenter consulting business, how we miss 1999) and started a media company to produce independent film and commercial media primarily for tech companies. We realized that with our shared expertise, we could provide low-cost options for businesses we were familiar with to get their names on the air, nationwide.

We currently have a large nationwide campaign developed and available, the details of which you can find here: ( However, the reason we write this thread is to bring up an option we feel is more appropriate for businesses that frequent WebHostingTalk.

We've started a campaign to locate hosting, colo, and similar firms, that are interested in advertising on television but simply don't have the funds for a large campaign. We figured our average commercial production costs run between $20k-$40k, putting film production out of the range of most small businesses. Cheap video commercials are not something we typically dabble in, so it effectively was drawing the line between us and potential clients.

What we're offering is a bit of a shortcut, allowing smaller players to get into the television advertising market for just a few thousand dollars. We would produce a very inexpensive commercial, completely computerized with a voiceover. Not used-car-lot type commercials, or cheezy-announcer-type commercials, but high-quality, clean, crisp-looking text-on-screen with nice transitions and classy artistic expression. We would then stamp your company's name onto it.

We would get your spot on the air in your home market, or a market of your choice. This means that if you're in Boise, Idaho, your spots would play on Boise stations. Cable, Broadcast, doesn't matter, your choice. We have existing relationships with many stations and networks that afford us very excellent airtime pricing, especially when done in bulk.

Basically, nationwide advertising is usually out of the question based solely on cost if you're a one or two-man operation. But local advertising, which would reach hundreds of thousands or so of potential customers depending on the market, is something we can make quite affordable for you.

Pricing is up in the air because every market has a different airtime rate for each network, but I can say with a great deal of certainty that a low end plan with a month of airtime could go for as low as $5k in some situations, especially those in smaller cities. It could go for even less if all you want is late night, or just the TV guide channel. There's a lot of options. Basically, if you've got a marketing budget in the mid-four-figure range, we can probably get you on the air locally in a way that would actually generate an ROI.

Now, people (who have never done this before) are likely to say that this doesn't make sense, and the money would be best spent elsewhere, usually commenting that you won't get enough exposure to make it worth your while. I could spend hours explaining why this isn't the case, but I'll put up a couple of concise examples.

Let's say you live in a moderately sized market, like Sacramento. Let's say you spend $5,000. What could you get for $5k?

(Rule of thumb is that customers see your spots 3-5 times before "trusting" you.)

- 3 weeks of spots during Conan o'Brien, every night. 20k+ viewers per night.
- 3 months of late-night spots. ~10-15k viewers every night.
- 2-4 weeks of TV guide channel ads, cycling in and out all day. 100k viewers on and off all day, per day.
- 2 weeks of Letterman - numbers vary dramatically depending on area.

Not to mention a plethora of CableTV options, name your channel. Angel Valley has existing relationships with major networks all over the US, and even local broadcast stations in several states. Through volume discount and other agency-negotiated deals, we can sell airtime extremely inexpensively, less so than if you went direct in almost every case.

Now, obviously, if you're selling plans for $8 bucks a month, your ROI is going to be a lot lower, and this might not be worth it for you, you might not even make a profit. For services that inexpensive, you really need massive exposure to generate large profits. But if your typical plan averages out to $20-25, or more, you're a lot more likely to have options available that put you well into the black.

Here's a quick example:

- Airtime buy: $5,000
- Total ad impressions during buy: 800,000
- Simple web hosting signups (assuming 1 in 12,000 impressions): 66
- Gross profit, 1st year, $220/yr per client: $14,520

Expense: $5,000 net
Return: $14,520 gross (first year, not counting clients who stay longer)

* This assumes only a 1 in 12,000 take rate of about $18/mo for 1 year. This is a reasonable estimate. 66 people out of 800,000 impressions (commercials here, not banner ads, it's a totally different beast) is rather modest and would likely be higher.

This is why people buy TV advertising.

If you've got even a bit of a marketing budget to play with and get a kick out of the idea of seeing your company advertised during Letterman, Leno, even The Daily Show, you're talking to the right guys.

This plan is for small companies interested in local advertising only. If you're a larger company looking for nationwide airtime and an actual campaign, see the other thread (

If you're interested, you can email us at "wht" (as in Web Hosting Talk, set up for this forum) at (split apart to avoid spam spider extraction). You can also reach us at 916.648.1600, but for this particular project please drop us an email prior to calling so we can answer your initial questions in writing.


-Matthew Lewis
Angel Valley Media