The Pontiflex Blog

Mapping the Social Frontier: Videos from the Pontiflex CPL Summit

April 19, 2010 at 2:07 pm Arun Krishnan 2 comments

The Pontiflex CPL Summit was held at the historic Explorers Club in New York City on April 1, 2010.

The keynote presentation was delivered by Imran Khan, Managing Director, JP Morgan.  There was also a panel discussion on building online brand communities. In this panel, marketers from Heinz, ASPCA, Tommy Hilfiger and Babycenter discussed how they were using performance advertising and social marketing to achieve branding objectives.  Below are video highlights from the event.

Imran Khan, Managing Director, JP Morgan.

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Key Points:

Trends for 2010

• The Internet does not have an audience problem. But there is a lack of innovation.
• There are three factors inhibiting the growth of display:  a) Banner blindness b) Low click-through rates due to lack of relevance c) Too high a focus by publishers on page views that provides a sub-optimal user experience.
• Display advertising will grow by 10.5% in 2010. This growth will be driven by innovation that result in:
  • Better integration of mechanisms that capture consumer intent data.
  • Inbuilt lead generation mechanisms.
  • Creative ad formats (such as the Apple takeover of the New York Times home page) and
  • More rich media features.
• As brand marketers continue to shift dollars online, the focus on ROI will increase. Brand marketers will use performance marketing to achieve branding objectives.
• The growth of Facebook will be a function of the trusted network growth effect. It is important that marketers and social networking companies gain  consumer trust. Trust is difficult to gain, and easy to lose.

Zephrin Lasker, CEO and Co-founder, Pontiflex

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Key Points:

• At Pontiflex, we agree that there is a need for innovation in the display banner.
• Here’s an example of an innovative CPL display banner. To Imran’s point, the CPL display banner incorporates the landing page within the banner; i.e. it functions as an ad unit that allows for real time capture of consumer intent.

Debbie Swider, Director, e-Marketing, ASPCA

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Key Points:

• There are 68 million pet owners in America. We have to always focus on bringing our message to a wider audience and that means reaching out to new demographics.
• Cost-per-Lead is a great method of delivering an engaged user.  People acquired through Pontiflex have performed 2X as our organic sign-ups.
• Once we acquire the right people, we have to keep deploying new, relevant and different ways to talk to different consumers, as we continue our multifaceted mission to end animal cruelty.

Joe Caccavano, Vice President, Emerging Technologies, Ferrara and Company (Agency for Heinz Smart Ones)

Caccavano – edited

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Key Points:

• We look to CPL to allow us to acquire our most important, most involved consumers. CPL allows us to capture self reported data. It tells us how consumers view themselves.
• For the CPG industry category, we have to view the marketing process as a well thought value exchange.  The consumer knows you want something from them. In exchange the advertiser has to provide something of value to the consumer. CPL is a great medium for acquiring the right consumer and starting that dialogue and exchange.

Stephanie Miller, VP Global Market Development, Returnpath.

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Key Points:

• CPL sets the tone for communications through the entire lifecycle.
• Marketers need to stop thinking in terms of impressions; but need to start thinking of them in terms of real people.
• Marketers are all being measured in terms of demand generation.
• Pontiflex’s transparency helps marketers understand the sources of the leads, and provides a deeper understanding into consumer preferences.

Sarah Buckenberger, Director, Customer Acquisition, Babycenter.com

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Key Points:

• Transparency is critical for optimization and helps us connect with really great engaged moms.
• With our business model, we are naturally going to lose moms as the child grows. We’re constantly refilling what we like to call the leaky bucket. CPL allows us to reach the right moms in a very timely way, and help them with the right information.
• Transparency not only helps us identify the best source, but also identify the right message.
• Working with Pontiflex’s transparent CPL advertising, we are seeing a 100% lift in lifetime value against other channels.

Entry filed under: Lead Generation, nextNY, Social Marketing, Trade Shows. Tags: .