Thoughts

Andrew Miller

July 17, 2022

NamesCon Keynote: The Evolution of Domain Name Assets

I am excited to be keynoting NamesCon. This is the first time the domain community will be getting together in person in 3 years. In that timespan, domain name assets have experienced next-level growth as an asset class and investment, in the recognition of the strategic importance and game-changing value that exact match, category domains provide to those that capitalize on acquiring them. I will be elaborating on this in my keynote. I will also be moderating a Blue Chip NFT panel, with a focus on the Bored Ape Yacht Club, and the future of NFTs as they apply to companies of all types.

Hilco Digital Assets: Recent Acquisitions and Partnerships

Last week, I posted about several win-win deals that have transpired since Hilco and I aligned to form Hilco Digital Assets only a few weeks ago. I also teased a few new deals. A couple of those are still in closing stages, so I need to hold off, but I can say that we are thrilled with our acquisition of premium exact match domain and brand Excel.com, in partnership with good friends and two of the savviest domain investors on the planet, Braden Pollock and Ammar Kubba.

The Power of Premium, Exact Match Domains

I received several comments and DMs on this, so I am repeating it again, as is:

Speaking of premium, exact match, category domains, it is important to understand a few key things; they are amortizable, re-sellable balance sheet assets, not P&L expenses. So, while there is a significant investment cost for waterfront digital real estate, it is not “sunk.” Most domains appreciate and are great investments, standalone. For your business, it establishes credibility and authority, is “heard once, remembered forever,” and, as proven on so many occasions, adds exponential enterprise value (email, brand, marketing, advertising, and on exit).

A company may spend upwards of $10 million of at-risk budget on a 30-second Super Bowl ad that is over in a flash. If, instead, it was spent on their exact match domain, it would likely be a winning asset investment and a game-changer to the business across all phases. Once it is off the market, and someone else makes the move first, which happens 💯 percent of the time, it is likely forever and a strategic miss at the highest level.

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