The Pontiflex Blog

Innovative advertising on display (and beyond display) at the Pontiflex CPL Summit

March 30, 2009 at 3:41 pm Arun Krishnan 2 comments

There was an important lesson served at The Pontiflex CPL Summit last week – that if you want to put matters in perspective, there’s no better way to do it than under the wizened eyes of a polar bear (unless that bear is attacking you).

At the historic Explorers Club in New York, there was one such bear serenely overlooking the proceedings at the Pontiflex CPL Summit, even as leading analysts and online marketers provided perspectives on the rapidly evolving online advertising landscape.

While a more comprehensive version of what took place at the Pontiflex CPL Summit will be provided soon, here are some noteworthy highlights:

1. Imran Khan, Managing Director, J.P. Morgan said that the Internet is more and more a performance driven model. He foresaw the growth of CPL pricing models in areas like social networking and online lead generation. You can read more of what Imran said here and here.

2. The presentation extremely interesting panel discussion. Ross Geisel from UNICEF, Kate Johnson from Kimberly-Clark, Brian Costello from Valassis and Michael Wunsch from Leapfrong Interactive spoke about how they are using performance advertising not only for ROI but also for branding campaigns.  CPL advertising allowed them to target consumers with advertisements contextually, as well as remarket to them through email in highly relevant ways. In addition, Brian Costello from Valassis highlighted another important are where consumers are asking for new vehicles: coupons.

3. Caroline Dangson, Research Analyst, IDC closed out the session by sharing how consumers interact with ads on social networking sites. The key to a successful social networking campaign was relevance – consumers were turned off by ads that disrupted their experience. Another important facet of building a vibrant community or social networking site (also echoed in the panel) was deploying CPL campaigns to sign up interested consumers in a cost-effective way.

All work and no play – some of the best aphorisms are derived from the wisdom of the years gone by. The session was followed by a healthy bout of cocktails and networking in the interiors of the Explorers Club that bled mahogany.

It made for an illuminating and entertaining evening – one that we look forward to again in 2010.

Entry filed under: Lead Generation, nextNY, Online Advertising. Tags: .