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.
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<br />Online Engagement Demystified<br />22nd January 2010<br />
"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.<br /> Forrester report 2008<br />Remember the consumer journey is complex<br />
“The greatest generation gap since Rock’n’ roll”New Yorker magazine<br />
Merging of digital and physical <br />HMV New Format Store Dudley UK<br />Borders New Concept store Michigan US<br />
Identify our end goal<br />Understand the key milestones along the journey<br />Reward media owners for driving the desired behaviour<br />
‘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’<br />Chris Anderson | Wired | The End of Theory: The Data Deluge Makes the Scientific Method Obsolete <br />Get the data…<br />
What’s in it for…<br />End user <br />Relevant, engaging advertising<br />Client <br />Reward on value<br />Make online advertising accountable<br />
What’s in it for…<br />Agency<br />Drive innovation that adds demonstrable value<br />Media Owners<br />Justify increased investment<br />
The Challenge<br />Unchartered territory<br />Are we prepared to invest time & resource to test & refine?<br />The milestones are key<br />Can clients define the end goal and the milestones?<br />Agencies need to be prepared<br />How will they get the job done?<br />Media owners need to be onboard<br />Are they willing to walk away from traditional metrics? <br />