Audience Aggregation

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:

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/