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.



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.

Brands Beware: Bad Display Creative Can Negatively Affect Metrics

We already knew that engaging, eye-catching creative had a positive impact on brand perception and made people more likely to click on display ads. But, it turns out that poorly done ads have the inverse effect, negatively impacting things like brand awareness and purchase intent, as the above chart shows.

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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Learn More About CPX Interactive

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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 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!

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.

US Online Advertising Spending Projected to Continue Upward Trend

Top NY Ad Agencies Compete in CPX's Battle of the Bands

Last Monday, February 23, 2009, advertising professionals took to the stage as they traded their suits for spandex, and put down their briefcases to pick up guitars. This was the scene at CPX Interactive’s Battle of the Bands, as three top ad agency “bands,” and a record label team competed in an intense Guitar Hero battle. The teams represented Ogilvy, MediaEdge, MediaVest, and Shady Records. Although the rockers and their groupies are all connected through the online advertising industry, the aim of the event was to have fun and leave work at the office. “This is a creative industry with a lot of creative spirits…and it turns out, a lot of really good Guitar Hero players,” CPX VP of Sales, Stephen Shearin, said after the event.

Each team had a catchy name and some wore costumes or brought props. “Travis and the Chimps,” were fittingly accompanied by a large stuffed monkey. The MediaEdge team, “Uncle Jesse & His Creepy Minions,” wore full body spandex suits. At the end of the night, Travis and the Chimps, the team from MediaEdge was crowned the winner. But, the battle is far from over. In fact, this was only a seeding round, and the competition will continue in a series of events planned by CPX Interactive in the coming months. Stay tuned for more information.

Check out the photo album here.