Bridging the (Imaginary) Chasm Between Online And Branding

There seem to be daily additions to the growing call for online advertising (and for display, specifically) to address the gap between how it sells/measures itself and how brands want it to be sold and measured. Today’s call is from an AdExchanger.com update. In an interview, Digitas Executive Vice President, Norman de Greve, addresses some of the hurdles on both sides of the seeming chasm between digital advertising and brand marketers.

Clearly, from one side of the chasm, the digital/interactive online space must begin to wean itself from speaking only in terms of technology, math and metrics. These may be the terms that the industry is used to using in establishing its bone-fides. They are not necessarily the terms in the forefront of the mind of the brand marketer, reviewing the RFP responses, in hopes of finding the silver bullet that will get him/her carried around the room. In describing a campaign metric tracking philosophy that would truly resonate with that side of the divide, de Greve says,

It needs to start by connecting to the metrics marketers are already comfortable with – the general funnel metrics – awareness, favorability, consideration, sales, and loyalty.

But what is the responsibility of those on the brand side? What is the evolution that must come to pass if brand marketers are ever to be satisfied that this upstart medium has the chops to be the game changer it has been promising to be? De Greve describes the varying levels of sophistication between those that are likely to make the jump and those that will have a harder time with the transition.

Some marketers look at display as, “How do I get more impression volume for my ad?” While others are asking, “How do I use display to create deeper experiences and more value for the platform idea I’ve developed?” Those are different levels in the evolution of digital sophistication.

As I mentioned before, this conversation is not happening in a silo. It is simmering across the industry on both sides of the equation. And it is exactly the kind of self- analysis that needs to keep happening for us to get to the promised land where digital is seen as an equal part of the marketing mix and can be understood to magnify the brand goals…not detract from them.


For our part, CPX Interactive continues to start these conversations throughout our ongoing industry roadshow/panel/event/ that we call ‘Strategy is the New Creative’. For more info on the initiative and how you can become part of the conversation, VISIT US HERE.



CPX Blog Update

Our apologies for the three month post drought! We've been concentrating our blogging efforts over at The CPX Ad Network Blog. Although there may be an occasional post here, you should definitely subscribe to that blog if you want to stay up-to-date on all things CPX. Thanks and have a great Monday!

CPX Interactive Supports Lustgarten Foundation at Holiday Rock & Roll Bash

The Lustgarten Foundation held its annual Holiday Rock & Roll Bash at the B.B. King Blues Club in Time Square to benefit the fight against pancreatic cancer. CPX Interactive executives, Mike Fleischman (EVP of Business Development), Gary Bembridge (EVP of Sales) and David Shay (EVP of Marketing) attended the event last week and enjoyed performances by JD & The Straight shot, as well as a performance by the Radio City Rockettes.

"The Lustgarten Foundation's commitment to fighting pancreatic cancer over the last 10 years has been amazing," said Mike Fleischman, CPX Interactive's EVP of Business Development. " The tremendous support of companies like Cablevision really helps drive awareness and provide funding for accelerated research to help find a cure for this deadly disease."

The mission of the Lustgarten Foundation is to advance scientific and medical research related to the diagnosis, treatment, cure and prevention of pancreatic cancer.

Tis the Season to Give Back

While shopping for loved ones, why not take the opportunity to give back! CPXample is helping make this possible by providing a list of holiday gifts that benefit worthy causes.

For less than $100, you can give life-saving vaccines, a bag of groceries, a bed net or hospital gowns for 10 children. Check out out CPXample.org for more gift ideas, resources and info on how to give back.

CPX Announces Development of Proprietary Ad Management Platform, CPX adROIt

New York, NY- Global online ad network, CPX Interactive, has announced the development of its own proprietary ad management platform, CPX adROIt. The platform will include a cutting-edge global ad server as well as innovative advertiser and publisher interfaces. The official launch is scheduled for early 2010. The release of CPX adROIt represents the ad network's first major foray into enterprise-level techonology development.

Read the full press release for more information on CPX aROIt.

iMedia Summits Provide Value for CPX

CPX Interactive has been attending iMedia Connection Brand and Agency Summits for a number of years. Stephen Shearin, VP of Sales, Agency Division at CPX, reflects on the value derived from these events:

“CPX attends iMedia summits at least four times a year. The value in attending is layered on many levels, and goes WAY beyond the great locations, meals, and drink receptions…although they’re pretty great. On an individual level, most of the major players send their leaders, so the personal networking environment is much richer than it might be at a local event. To that end, the general conversation at iMedia summits can be as informative and instructive as the speakers and breakout sessions themselves. From a more holistic perspective, being represented there, personally and in the form of a sponsorship, is one of the most direct ways to come to the forefront of the market leaders represented at any iMedia.”

Next week, Shearin and other members of the CPX team will travel to Scottsdale, Arizona for the iMedia Agency Summit. The event takes place December 6-9, and will be guest hosted by Jim Spanfeller, former President and CEO of Forbes.com. CPX will be sponsoring lunch on Tuesday the 8th.

Your metric is the Only X

Flip throught the book below (by clicking on the bottom right corner of each page) to see the evolution of our Xads, and be sure to check out CPX's new splash page: nameyourmetric.com

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CPX Supports the IAB Long Tail Alliance

The IAB Long Tail Alliance is a new program that focuses on serving the needs of smaller publishers, and making sure that they derive value from their relationship with the IAB. CPX Interactive is a major supporter of the Long Tail Alliance because we believe that publishers of all sizes have a role to play at the table when it comes to issues that significantly affect the industry as a whole.

Benefits of joining the Alliance include:

Learn from the pros in exclusive seminars designed specifically for long tail publishers.

Get invited to special events.

Be part of IAmTheLongTail.com.

Protect your business.

Network with your peers.

Get noticed!

Receive special pricing on insurance, TRUSTe and more. Plus receive discounts to IAB Events and Professional Development.

Participate in webinars.

OMMA AdNets Is Around the Corner!

CPX Interactive is proud to sponsor and attend the second annual OMMA Ad Nets on Nov. 3. This event will take place at the Crown Plaza Time Square in New York City. This year's theme is all about audience in 2010. Some of the big questions to be discussed include:

How does audience-centric planning change the game for agencies and create new businesses for them in the world of managing data?

How do traditional publishers maintain the value of context and branded environments when new technologies seem literally to steal the audiences these media companies spent decades building?

You can learn more about the event here, and look for CPX lanyards at registration!

CPX at ad:tech NY 2009

On Nov. 4 and 5 CPX Interactive will be exhibiting and attending ad:tech NY. For more than 10 years, ad:tech has provided an opportunity for brand advertisers, agencies, portals, online publishers and technology providers to come together, network and learn. New York is one of the 10 ad:tech shows that are put on each year in seven different countries. For the first time this year, ad:tech New York will be held at the Jacob Javits Center. CPX Interactive will be at Booth #1500, Right in front of the registration area. Be sure to stop and say hello!

Learn More About CPX Interactive

Click on the brochure to view full screen, or visit this page to see it larger.

Where Can You Find CPX Interactive in November?

For the first week of November, you can find CPX in New York City, attending OMMA Adnets and ad:tech New York. OMMA attendees will be wearing their badges on a snazzy CPX Interactive lanyard. We will be exhibiting at booth #1500 at ad:tech. Read this post for more information on these events.

CPX Italia at the IAB Forum Milano 2009

From November 3-4, CPX Interactive's Italian team will be attending the IAB Forum Milano 2009. CPX will be exhibiting at booth #34. Our President & COO, Rob Rasko, spoke at last year's event. This year, Massimo Fontana, CPX Italia Country Manager, will be hosting an Ad Network workshop on November 4th at 3 p.m. We are looking forward to a great couple of days in Milan!

Make a Difference with CPXample

CPX Interactive is proud to announce the launch of our new website CPXample.

CPXample is our philanthropic division, which has donated millions of impressions to worthy causes over the past few years. Our goal is to provide a “one stop shop” for people who want to make a difference.

The Alzheimer’s Association is the first feature organization, in anticipation of their Memory Walk this Fall!

So whether you want to find volunteer work, donate to your favorite cause or play an Internet game, you can do it all here and make a difference!

CPX Interactive's ad:tech London Experience

As we mentioned in our post a couple of weeks ago, CPX was set to attend and exhibit at ad:tech London 2009. The show took place September 22-23. Check out photos from ad:tech on the CPX Interactive Flickr page, and stay tuned for a firsthand account from a member of our executive team!

CPX Interactive Softball 09

The CPX Interactive team took a break from the office to get together for some old fashioned competition. Here are some photos from CPX Softball 2009:

Click here to view these pictures larger

CPX Interactive To Attend ad:tech London Next Week

On September 22-23, CPX Interactive will join over 170 interactive media, advertising and e-Business suppliers for ad:tech London. We can be found at booth #262 in the exhibition hall throughout the conference. Over a dozen CPXers are making the trip "across the pond," and they're all looking forward to a fantastic ad:tech experience! Hope to see you there!

Social Media Marketing Still Seen As an Effective Branding Strategy

Creating a social media presence for their brand has proven a valuable way for marketers to influence brand reputation and awareness, in addition to improving search engine rankings and Website traffic.

Check out this post on the CPX Ad Network Blog for more social media marketing statistics.

CPX's Industry News Roundup

Over on the CPX Ad Network Blog, we've been sharing some interesting articles covering a variety of relevant industry issues. In case you missed them:

“Tracking Makes Life Easier for Consumers” from AdAge.com
The picture painted of behavioral targeting is often a negative one. It’s seen as an invasion of privacy, with the word “tracking” assumed to encompass all aspects of life. Though there are some websites who use the information they collect for evil (i.e. spam and malware), the majority use this data to give users a more personalized Web surfing experience. (Read more from CPX here)

"Ad Spending Confidence Rebounds, Improves for Most Major Media" from Mediapost
An excerpt: Economic pessimism among marketers and agency media buyers appears to have bottomed out last spring and their ad spending plans are trending upward for most major media, according to the most recent data from an every-other-monthly tracking report surveying the “advertising confidence” of key media decision-makers.

"Should agencies be ad networks?" from iMedia Connection
Tom Hespos, President of Underscore Marketing, discusses the careful ethical line an agency must walk if it also intends to take distribution in-house. In the end, Hespos seems to agree with the points made by CPX Interactive CEO, Mike Seiman, in his own recent iMedia Connection article on the topic, that agencies and ad networks are probably better off each handling their own area of expertise.

"What Advertising Do Consumers Trust?" from eMarketer
People from around the world have greater trust in online advertising now than in the past. Although, there is still room to grow, the worldwide attitude towards online advertising has improved. See the charts here.

Meet Chris Carnacchio, Senior Account Manager at CPX Interactive

Check out this Q&A with Chris Carnacchio, Senior Account Manager, and learn about the CPA division, Chris' most interesting trip, and how he's watched CPX grow over the past three years.