The Pontiflex Blog

Cost-per-Lead Advertising at DPAC

May 14, 2009 at 11:53 am Arun Krishnan Leave a comment

Leading marketers and publishers met at the Digital Publishing and Advertising Conference held at the W hotel in midtown Manhattan on Tuesday.

While there was a lot going on at the conference, whose agenda was as tightly packed as its halls, here are some of the conference highlights:

1. Noted digital media expert Henry Blodgett praised the Huffington Post for the innovative way it is changing the newspaper landscape by both aggregating and pointing to content.

2.  Jon Gibbs, Vice President, Analytics, Nielsen Online spoke about how advertisers are not leveraging the Internet to create meaningful branding. Online banners are not the most effective ways for advertisers to engage consumers in a meaningful manner. To this, all I say is Right on. There are many marketers like HUGGIES who are using new and proven vehicles like CPL advertising and social networking to create meaningful conversations witrh consumers.

3. The show concluded with an interesting panel discussion on whether digital advertising can deliver on its promise.

Buddy media CEO Michael Lazerow gave a shout out to Amazon’s neat (an instance where “neat” is really the most apt word) marketing strategy for the Kindle where they got Kindle owners to show off their Kindles to interested prospects.

In addition to enabling relevant advertising,  marketers also said that the divide between brand and ROI advertising is a thing of the past – with the growth of high ROI CPL advertising and the different ways marketers can engage users through email and social networking sites, branding campaigns can away from a broadcast approach to a more engagement oriented one and deliver ROI.

Our very own Evan Adlman, Vice President, Strategic Development, Pontiflex spoke at the panel about the importance of tying in conversions and sales to individual media placements and optimize campaigns based on high ROI. In a spotlight presentation earlier, Evan had also spoken about how publishers can use CPL advertising to tap into the exploding performance advertising market.

All in all, a great conference and it was nice to see some of the best minds in the industry trying to make sense of the rapidly changing market landscape and chart a new way forward.

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