In this podcast from ad:tech NY, advertisers and agencies explain when cost-per-action is the right way to run a campaign, and how to do it well.

Google and Overture revolutionized advertising online with a single, elegant innovation: They took the risk of the ad not working by making advertisers pay only if a surfer clicked on it. Now a raft of publishers and advertisers are defining the next steps, expanding and refining cost-per-action advertising. Models abound, from deals where advertisers pay for every lead, every phone call or even every sale. But cost-per-action advertising has many of the same pitfalls and opportunities as cost-per-click: Smart advertisers have to find and prevent fraud and learn how to measure the results of their campaigns intelligently. On this panel, advertisers and agencies explain when cost-per-action is the right way to run a campaign, and how to do it well.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

GET THE PODCAST

• [RSS] Add the iMedia Podcast feed to your RSS aggregator and have the show delivered automatically (MP3)


• [MP3] Download the show (MP3)

Speaker(s): Jed Fowler, Analyst, Atlas; Erin Clark, Manager of Product for Entertainment.com, Entertainment Publications, Inc.; Mark Dorf, Managing Partner, Acuity Media Group; John Marshall, CEO, ClickTracks Analytics

Format: 00:59:22, 23.9 MB, MP3