what is the media strategy?

Simon Crowther was brought in to develop the media side of the business but I'm struggling to see what business model can work.

I worked in a large online media company for 8 years and have seen all the low CPMs (cost per thousand impressions) and CPCs (cost per clicks) that drive the revenues of online media businesses, and the corresponding massive impressions needed to derive a profit. Given the strength of Google maps and Telstra's WhereIs products I'm not sure what value Nearmap can add to the every day consumer experience that would result in the traffic volumes or visitor profile required to make an advertising model profitable.

Does anyone have any ideas how a media model could work for Nearmap?

I'm bullish on the prospects of the Government & commercial licensing model but I wonder if the media side is a waste of effort and a dangerous distraction.