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Future of Online Advertising - Day One, Part Two

Future of Online Advertising

Cimg2337 I’m in New York today and tomorrow attending the Future of Online Advertising (FOOA) conference at Gotham Hall.

Online ad spend is still soaring which is creating many opportunities for marketers, agencies, and organizations across the spectrum. If they are plugged in.

Greg Stuart, co-author of What Sticks, led off this morning with a call for marketers to accept the burden of proving that advertising campaigns are actually working. A big key is having universal agreement on the goals of the campaign by all those involved – client, CMO, agency, media planner, etc. It seems rather intuitive, but it is remarkable how little this happens.

How are you going to measure success? Can everyone involved in the campaign give the same answer?

Ron Bellanger, VP of Agency Development for Yahoo!, was next up. A key example he gave was the Kelloggs Special K online campaign at Yahoo which has been measurably successful. You can check it out by gong to Yahoo and searching on “Special K” or just click here.

Bill Wise, President of Remix Media, the media arm of Right Media, talked about the changes in the way media is being purchased. Right Media is providing an exchange model with most transactions being automated rather than negotiated by two humans. With Google entering the radio ad biz, it’s likely that media placement is going to change substantially over the next few years with transactions being handled more like an eBay auction than a horsetrade.

Kim Malone, Director of Adsense online sales and operations from Google spoke about adapting online advertising models. The movement now is from selling ads on a CPM (cost per impression) or a CPC (cost per click) basis to CPA (cost per action). In this scenario advertisers will pay a higher rate, but only for leads that result in an actual transaction.

Then Brent Hill from Feedburner took the stage. Brent talked about the rapidly emerging world of ad insertion into RSS feeds. A few years ago RSS distribution was primarily the realm of bloggers. Now commercial media companies are distributing much of their content by RSS and even more recently, retailers are using RSS to disseminate information and drive sales.

All of this before lunch. I’ve got a bit more than sushi to digest today.

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