DISQUS

The Equity Kicker: Online ad models breaking?

  • Mason Wiley · 12 months ago
    CPA is currently irrelevant to branding... but it won't stay that way. Advertisers have been looking to drive ad engagement. And that CAN be a trackable action and thus perfectly suited to CPA. In fact, it already has a name - CPE or cost-per-engagement and some advertisers have already broken the ice. Microsoft paid for views of a video, and Kellogs paid for kid to play a game for an Eggos line extension launch. So why be content with just having your ad where people might see it. How about knowing for sure that they did with CPA. All it will take is more bold and creative advertisers to create actionable engagements and be willing to pay for them.
  • nic · 12 months ago
    Great comment Mason, thank you. These sorts of CPA deals are a big step forward, but I am hoping for deeper sorts of engagement from actual conversations about brands, probably in some kind of social networking format.