Developer marketing agency for reach, not respect.
A developer marketing agency decides whether developers ever encounter your product. Most of the category sells credibility. Lumina sells distribution: talks and demos you already recorded, cut into short vertical clips and posted by 62,900+ creators to their own audiences.
Developers do not find you. They ask a friend.
Every agency on this search says the same thing. Developers distrust marketing, so earn credibility with technical depth. Stack Overflow asked developers what they actually do.
Ask another developer they know when researching a new tool.
Source: Stack Overflow Developer Survey 2024, 45,181 respondents
Research a company because it exhibited at an event.
Source: Stack Overflow Developer Survey 2024, same question
Research a company because it advertised to them. The rest of the paid budget, in one number.
Source: Stack Overflow Developer Survey 2024, same question
Start a free trial. That happens after they have heard of you, not before.
Source: Stack Overflow Developer Survey 2024, same question
The category is solving for the moment a developer reads your page. The published numbers say the problem is three steps earlier, at the moment they never hear your name.
The category sells respect. We sell arrival.
A developer marketing agency is responsible for whether developers ever encounter your product. That covers taking long form material a company already recorded, cutting it into short vertical clips, distributing it, and reporting on what was watched. Writing the technical content is a separate discipline, and so is staffing a developer relations team.
Developer relations is a function you hire. Developer marketing is the demand work around it. Lumina is neither. Lumina distributes: talks, demos and webinars you already own, cut into short form video clipping of 12 to 35 seconds, posted natively by 62,900+ creators on their own accounts.
It is not paid advertising, and it is not a developer ad network. The posts are organic, they sit on real accounts with real audiences, and they stay live after the campaign ends.
- A developer relations team you staff
- Another technical blog programme
- Ad inventory on a developer site
- A conference booth and a speaking slot
- A network that carries what you already recorded
- Clips posted on accounts developers already follow
- Organic posts you pay for only when views are verified
- Reach that does not end when the event does
If there is no recording to start from, the product itself can be the source. That is clipping the product itself.
The most expensive 55 views in software.
Your engineers wrote the talk. Someone flew them there. The room was full. Then the recording went to a channel. These are the organisers' own published numbers.
Average views per session across an entire KubeCon recorded programme, in the weeks after the event
17,000 views across 239 sessions · CNCF Transparency Report, KubeCon Europe 2022, Valencia
| What | Published figure | Published by |
|---|---|---|
| KubeCon Europe 2022, registrations | 18,550 | CNCF, Valencia report |
| The entire recorded programme, five weeks later | 17,000 views across 239 sessions | CNCF, Valencia report |
| KubeCon China 2023, entire recorded programme | 6,300 views across 115 sessions | CNCF, 7 December 2023 |
| Share of the room holding a sponsor badge | 33% of 9,388 registrations | CNCF, Atlanta 2025 |
| Talks submitted against talks accepted | 2,247 submitted, 409 accepted | CNCF, Atlanta 2025 |
| Lowest tier that carries a speaking opportunity | Diamond, from $125,000 | Linux Foundation, KubeCon China 2026 |
| Top sponsorship tier, 2,500+ attendees | $160,000 | Python Software Foundation, 2026 |
Figures as published by CNCF, the Linux Foundation and the Python Software Foundation in their own reports and prospectuses
KubeCon Europe 2022, registrations
18,550
CNCF, Valencia report
The entire recorded programme, five weeks later
17,000 views across 239 sessions
CNCF, Valencia report
KubeCon China 2023, entire recorded programme
6,300 views across 115 sessions
CNCF, 7 December 2023
Share of the room holding a sponsor badge
33% of 9,388 registrations
CNCF, Atlanta 2025
Talks submitted against talks accepted
2,247 submitted, 409 accepted
CNCF, Atlanta 2025
Lowest tier that carries a speaking opportunity
Diamond, from $125,000
Linux Foundation, KubeCon China 2026
Top sponsorship tier, 2,500+ attendees
$160,000
Python Software Foundation, 2026
Figures as published by CNCF, the Linux Foundation and the Python Software Foundation
Read these honestly. The view counts are playlist totals at a fixed date, not lifetime views, and they are from 2022 and 2023. CNCF stopped publishing the metric after 2023. The $125,000 speaking tier is the China event, and the flagship US and EU prospectuses are not published at public URLs, so nothing here is extrapolated to them.
The talk was good. The room was full. Then it went to a channel where the average session finishes on two figures, and the invoice had already cleared.
Where developers actually look.
Not one page ranking for developer marketing agency mentions YouTube. Not one. Here is what developers say when they are asked directly.
Where developers learn about new tools
Select all that apply. YouTube sits second, above Stack Overflow and blogs, and it rose from 45% the year before.
Source: Python Developers Survey 2024, Python Software Foundation and JetBrains, 30,000+ respondents across roughly 200 countries
And it is not a junior habit
Learned to code from video in the past year, by age band. The floor is 43.8% at 55 to 64.
Source: Stack Overflow Developer Survey 2025, 33,454 respondents
YouTube is the third most used community platform among developers, behind Stack Overflow at 84.2% and GitHub at 66.9%. A second source, so the argument does not rest on one survey. Source: Stack Overflow Developer Survey 2025, 30,190 respondents
Your buyers are already watching other developers explain software. The only question is whether one of those videos is about yours.
Your talks are already paid for.
Count what you published last year and what it cost to be in those rooms. The view figures are the organisers' own.
Conference talks, webinars, meetups, anything recorded and uploaded.
Sponsorship, booth, travel, stand build, the team's time. Leave it at zero to skip.
views across every session, using the two published averages
Estimated from published averages. KubeCon Europe 2022 recorded 17,000 views across 239 sessions, roughly 71 each. KubeCon China 2023 recorded 6,300 across 115, roughly 55 each. Both are playlist totals in the weeks after the event, not lifetime views, and CNCF stopped publishing the metric after 2023.
Nobody needs to make you another video. You are already sitting on a year of them, and the only thing missing is an audience that was ever going to press play.
Twelve talks. One conference year.
Two published averages exist for a recorded conference session. The arithmetic from there is short.
- KubeCon Europe 2022, 17,000 views across 239 sessions 71 per session
- KubeCon China 2023, 6,300 views across 115 sessions 55 per session
- Twelve recorded sessions across one year 660 to 852 views
- What a year of speaking earned, in total 852
Source: CNCF Transparency Reports, KubeCon Europe 2022 and KubeCon China 2023
A single clip carried by one creator with an existing audience can pass that in an afternoon. The talk was never the problem. Speaking at more conferences does not solve it, and neither does a bigger booth.
Three ways to reach a developer.
| Conference programmeRents you a room | Developer ad networkRents you a page | LuminaBorrows an audience | |
|---|---|---|---|
| What the price buys | A speaking slot and a booth | Impressions on one site | Verified views |
| Who carries it | The organiser, for three days | The network, while funded | 62,900+ creators |
| Whose audience | Attendees, a third of them other vendors | Readers of one property | Theirs |
| What you supply | A talk, travel, a team, months | Creative and budget | One recording, about 5 minutes |
| Time to live | The date on the schedule | As fast as the campaign starts | 24 to 72 hours from the call |
| What happens after | The recording goes to a channel | Delivery stops | Posts stay live |
| Who carries the risk if nobody watches | You | You | We do not bill unverified views |
Conference programmeRents you a room
- What the price buys
- A speaking slot and a booth
- Who carries it
- The organiser, for three days
- Whose audience
- Attendees, a third of them other vendors
- What you supply
- A talk, travel, a team, months
- Time to live
- The date on the schedule
- What happens after
- The recording goes to a channel
- Risk if nobody watches
- You
Developer ad networkRents you a page
- What the price buys
- Impressions on one site
- Who carries it
- The network, while funded
- Whose audience
- Readers of one property
- What you supply
- Creative and budget
- Time to live
- As fast as the campaign starts
- What happens after
- Delivery stops
- Risk if nobody watches
- You
LuminaBorrows an audience
- What the price buys
- Verified views
- Who carries it
- 62,900+ creators
- Whose audience
- Theirs
- What you supply
- One recording, about 5 minutes
- Time to live
- 24 to 72 hours from the call
- What happens after
- Posts stay live
- Risk if nobody watches
- We do not bill unverified views
A booth rents you three days. An ad rents you a month. Neither one is measured on whether a developer ever watched anything.
Full detail on how a campaign runs, and on how a view gets verified before it is billed. The same problem outside developer tools is covered on the B2B video page.
Priced by the week. Not by the view.
| Deliverable | Published price | Published by |
|---|---|---|
| Developer Marketing Assessment, 8 weeks | Starts at $50,000 | Iron Horse |
| Developer Acquisition Program, 8 weeks | Starts at $25,000 per segment | Iron Horse |
| Content retainer | $10,000 to $15,000 per month | Column Five |
| Growth and Scale tiers | $20,000 to $25,000 per month | Column Five |
| Developer content retainer, 3 month minimum | $9,000 per month | Draft.dev |
| Content retainer, one off pieces $1,000 to $3,000 | Around $10,000 per month | Animalz |
| The category range, as their ad sales blog puts it | $8,000 to $28,000 per month | daily.dev |
| One in house developer marketing hire | $180,000+ per year | daily.dev |
Prices as published by each agency on their own site, August 2026. The daily.dev rows are that company's own claim about the category, published on its advertising blog, not a market benchmark.
Developer Marketing Assessment, 8 weeks
Starts at $50,000
Iron Horse
Developer Acquisition Program, 8 weeks
Starts at $25,000 per segment
Iron Horse
Content retainer
$10,000 to $15,000 per month
Column Five
Growth and Scale tiers
$20,000 to $25,000 per month
Column Five
Developer content retainer, 3 month minimum
$9,000 per month
Draft.dev
Content retainer
Around $10,000 per month
Animalz
The category range, as their ad sales blog puts it
$8,000 to $28,000 per month
daily.dev
One in house developer marketing hire
$180,000+ per year
daily.dev
Prices as published by each agency on their own site, August 2026. The daily.dev rows are that company's own claim about the category, published on its advertising blog, not a market benchmark.
An eight week assessment at $50,000 buys a document. A retainer at $15,000 a month buys articles. That is not a criticism of the work, the work is good. It is a description of who carries the risk, and on every line of that table it is you.
A custom CPM per 1,000 verified views, set against your niche and your volume. Campaigns run from $5,000 to $200,000+, scoped on a call before anything starts. Views that fail verification are not billed.
One talk. Dozens of clips.
The talk is already recorded. Clips come out, and you approve everything before any of it is posted.
Send one talk
A conference session, a webinar, a demo. Roughly 20 minutes is plenty.
We cut it, you approve
Every clip is sent back before anything goes out.
62,900+ clippers post
From their own accounts, in the format each platform rewards.
You pay for verified views
Views that were checked, not impressions that were served.
About five minutes of your time Clips live in 24 to 72 hours
That is the summary. If you want the full version, how a campaign runs end to end covers the approvals, the reporting and what happens in week two.
What dev tool teams actually ask.
A developer marketing agency is responsible for whether developers ever encounter your product. That covers taking long form material a company already recorded, cutting it into short vertical clips, distributing them, and reporting on what was watched. Writing the technical content is a separate discipline.
Developer relations is a function you staff, focused on supporting and advocating for developers who already use the product. Developer marketing is the demand work around it, focused on developers who have never heard of you. Lumina is neither, and does distribution only.
Published rates run from $9,000 a month for a developer content retainer to $50,000 for an eight week assessment. Lumina prices differently, on a custom CPM per 1,000 verified views. Campaigns run from $5,000 to $200,000+, and there is no retainer.
Because almost none of it reaches them in the first place. When developers research a new tool, 72.5% ask another developer they know, 13.8% research a company that advertised, and 5.0% research a company that exhibited at an event.
Yes, and not only the junior ones. YouTube is the second source developers use to learn about new tools at 51%, behind documentation at 58%. Half of developers learned to code from video in the past year, and that holds at 43.8% among the 55 to 64 group.
Usually very little. KubeCon Europe 2022 had 18,550 registrations, and five weeks later its entire recorded programme of 239 sessions had 17,000 views between them. That is roughly 71 views a session, from a room that was full.
Anything not answered here gets answered on the call. Book a strategy call.
Send one recording. Get a clip plan back.
Paste a link to any product recording you already have. We watch it and send back the plan we would run, whether or not you ever hire us.
One link is enough. No card, no form, and no obligation to do anything with it.
18B+ verified views delivered to date.