• Save
Nma Live Cost per Engagement i-level
Upcoming SlideShare
Loading in...5
×
 

Nma Live Cost per Engagement i-level

on

  • 729 views

This presentation was given by Matt Bailey, Head of Affiliate, and Kirsten Nielsen, Account Director, from i-level at the NMA Live event on Friday 22nd January 2010. This was an introductory ...

This presentation was given by Matt Bailey, Head of Affiliate, and Kirsten Nielsen, Account Director, from i-level at the NMA Live event on Friday 22nd January 2010. This was an introductory presentation on examining the future of cost per engagement payment models in online advertising.

Statistics

Views

Total Views
729
Views on SlideShare
719
Embed Views
10

Actions

Likes
1
Downloads
0
Comments
0

2 Embeds 10

http://www.slideshare.net 8
http://www.lmodules.com 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Who we areHead of affiliates vs. COI account directorSales vs. behaviour changeNorth vs. SouthWhy we’re suitable to talk to you about CPEWhat is engagement? CPE?CPE is a new payment metric designed to reward media owners for the value that they drive for the merchant
  • We’ve all seen this image a hundred times…the evolution of man from chimpanzee to computer geek but we’ve continued to evolved since this image first became famous and our use of the internet as consumers has evolved and so has our use of the internet as advertisers.It’s fair to say that initially humans used the internet primarily for research and purchase, so advertisers used it as a DR sales channel and so our focus was on hard metrics like CPC and CPA.

Nma Live Cost per Engagement i-level Nma Live Cost per Engagement i-level Presentation Transcript

  • NMA Live
    Online Engagement Demystified
    22nd January 2010
  • What is Cost Per Engagement?
    CPE is a new payment metric designed to reward media owners more accurately based on the value that they add to the client
  • Why are we talking about it?
  • Less function; more entertainment
  • Purchase journey is made complex by digital
    Games consoles
    Awareness
    Seeding
    Outdoor
    SEO
    Mobile alerts
    Wikis
    Awareness
    Online PR
    Consideration
    Paid search
    Consideration
    MMOPRG
    TV
    Preference
    WAP
    Preference
    Radio
    Action
    Widgets
    RSS
    Action
    Loyalty
    E-readers
    Blogs
    SMS
    Loyalty
    IM
    Affiliates
    eCRM
    Press
    Apps
    Bluetooth
    Augmented reality
    DVR
    Peer reviews
    Cinema
  • "Rather than a clean, linear path, the real process looks more like a complex network of detours, back alleys, alternate entry and exit points, external influences and alternative resources.
    Forrester report 2008
    Remember the consumer journey is complex
  • “The greatest generation gap since Rock’n’ roll”New Yorker magazine
  • Merging of digital and physical
    HMV New Format Store Dudley UK
    Borders New Concept store Michigan US
  • Internet has evolved
    Consumer use of the internet has evolved
    Advertising on the internet must evolve
  • Identify our end goal
    Understand the key milestones along the journey
    Reward media owners for driving the desired behaviour
  • ‘Forget taxonomy, ontology, and psychology. Who knows why people do what they do? The point is they do it, and we can track and measure it with unprecedented fidelity. With enough data, the numbers speak for themselves’
    Chris Anderson | Wired | The End of Theory: The Data Deluge Makes the Scientific Method Obsolete
    Get the data…
  • Understand customers complex journeys
    4
  • Pistemap analysis informs media investment in terms of engagement
    What media attract people who really engage with the site?
    Pre rolls 4 x more effective than standard display
  • Professional networks
    Picture sharing
    Bookmarking
    Consumer review
    Social networks
    Microblogs
    Blogs
    Forums
    Communities of interest
    Crowd sourcing
    Video blogs
    Lifestyle networks
    What we mean by social media?
    People talking online
    Image source: flickr.com/shanebee
  • Reward affiliates for value added
    To reward value we need to move away from a last click attribution model
  • Universal search drives increased interaction
  • What’s in it for…
    End user
    Relevant, engaging advertising
    Client
    Reward on value
    Make online advertising accountable
  • What’s in it for…
    Agency
    Drive innovation that adds demonstrable value
    Media Owners
    Justify increased investment
  • The Challenge
    Unchartered territory
    Are we prepared to invest time & resource to test & refine?
    The milestones are key
    Can clients define the end goal and the milestones?
    Agencies need to be prepared
    How will they get the job done?
    Media owners need to be onboard
    Are they willing to walk away from traditional metrics?