Ad:Tech-Pay For Performance: Braving the World Beyond Pay Per Click

Google and Overture revolutionized advertising online with a single, elegant innovation: They took the risk of the ad not working by making advertisers pay only if a surfer clicked on it. Now a raft of publishers and advertisers are defining the next steps, expanding and refining cost-per-action advertising. Models abound, from deals where advertisers pay for every lead, every phone call or even every sale. But cost-per-action advertising has many of the same pitfalls and opportunities as cost-per-click: Smart advertisers have to find and prevent fraud and learn how to measure the results of their campaigns intelligently. On this panel, advertisers and agencies explain when cost-per-action is the right way to run a campaign, and how to do it well.


MODERATOR:
Tim Mullaney, E-Business Editor, Business Week
PANELISTS:
Jed Fowler, Analyst, Atlas


Erin Clark, Manager of Product for Entertainment.com, Entertainment Publications, Inc.
Mark Dorf, Managing Partner, Acuity Media Group
John Marshall, CEO, ClickTracks Analytics


Mark Dorf



  • I did not know the nations capital was New York?

  • The metric type does not matter as long as it backs out into profit

  • Forced to adopt CPA after the bust as no one had money

  • Lead generation a major portion of the CPA model

  • Challenges- Quality Leads

  • Scaleability and Quality

  • What is an acceptable scrub rate

  • Shared Risk Between Advertiser and Vendor


Erin Clark



  • Landscape much more competitive these days

  • CPA model still successful

  • On a scale of one to ten the model is at a 7

  • Most of our work is done networks



I just learned a good lesson. When going to conferences, pay more attention to the description of the sessions. I do not know why I did not do that in this case but, I think the last thing that I want to here about right now is affiliate marketing. Not that I do not think it is important but, I am hearing nothing knew and the types of things being discussed are what I already do.



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