ad:tech brain
We’re stoked that ad:tech, perhaps the most relevant two day conference on digital media and marketing industry in the country, is well on its way – and we’re even more stoked that we’ve been invited to play an active part of its conception. Scot has been tapped to be a part of the Performance Marketing advisory council to help develop the conference content, speaker faculty and promotions. There has been a lot of movement in this area, so it’ll be great to see the content stream and ideas that the council and ad:tech staff will come up with.
Delivery and Performance
Performance marketing is considered perhaps to be the “holy grail” for advertisers (and once upon the time, the absolute bane of publishers). Payment only occurs upon a successful conversion (ie when a sale is made), so gone are the traditional advertising metrics where fees are paid upfront and the actual “success” of your marketing campaign seemed impossible to measure. (How many people saw the ad and then actually visited your store?)
The online environment, with its copious tracking codes and analytical tools, is the perfect avenue for advertisers to effectively gauge the performance of their campaigns – and to pay for them accordingly. The underlying promise of transparency is especially appealing to advertisers, which explains why PPC portals, such as Google AdWords, have become the marketing method of choice with Paid Search revenue being the dominant driver behind the record A$466 million online ad spend in Q3 of 2009.
Meanwhile, as providers like Google look to take things to the next level, with new features such as Comparison AdWords, performance will become even more critical and not just for advertisers; businesses will have to demonstrate to their audience that they too, can deliver on value.
We’re very excited to see what conference stream ad:tech will offer to this exciting space. Stay tuned!
