Digital Thoughts: A Half Eaten Apple… Thoughts on AdTech SF ‘04
by Sam Harrelson
It’s
Wednesday evening and I’m flying back across the country
from a short three days at AdTech. Although most of my time
was spent at the booth (thanks to all who stopped by with
kind words) I did get to do some walking to investigate what
others were giving away and pitching. Highlights included a
wooden whistle, flip flops, a Spam King shirt and mints
(especially for the morning after the late nights). Now
that I’ve filled out my expense report and am enjoying my
second drink aboard a lovely United Airlines flight, I
thought I’d offer a few thoughts. Everyone does this, of
course. In a self-conscious realization of that, I want to
give a different spin on our industry’s two days in the Bay
Area.
First, CPA
isn’t dead. Despite what some larger agencies and self
pronounced “brand-minded” players might overtly wish for,
CPA is thriving and morphing like the rest of the industry
in all of its many sectors. It is true that the CPA model
has bloody hands in relation to the spam epidemic, but as a
platform it is as strong, if not stronger, than ever. On
the exhibition floor and especially at places like the
Partner Weekly gathering and the Tribal Fusion party, CPA
was as strong a presence in the air as the beer soaked
breath of the young account executives enjoying themselves
(I salute you – it’s a hard job and we’ve all been there).
Some industry players I spoke with before AdTech (anonymity
requested) made the point that CPA was going the way of
Southern Democrats (caveat – I’m one of the those) and
would be phased out of the online market by late 2005 or
early 2006 as a major presence due to the price curves of a
stronger online economy and the re-introduction (think ’99)
of high CPM rates. However, in 1999 CPM rates were
astonishingly high but CPA found its niche and thrived. In
2004-2005, CPA is proving to be a more continuously substantial
model than some would hope for in terms of its staying
power. Lead generation was thick at AdTech this year – like
it or not, and there is still great potential here if done
legitimately. The smart marketers who already deal on CPA
know this, and are making more and more profit while
introducing newer elements in the CPA mix such as increased
brand awareness and contextualization through lead
generation.
In that
same vein, it amazes me how split our industry continues to
be between those who walk the floor and those who attend the
seminars and talks. Having been to a large number of shows,
I can say that I’ve never actually been to any of the forums
or speeches. That’s not a good thing, really. Just as
everyone else, my id secretly wishes to be invited as a
speaker at one of these “who’s who” forums but I feel my
time is better spent on the floor pressing the flesh with
others who might actually make deals. I stopped at as many
booths as possible, met new companies and individuals and
got a great deal out of the contacts. It wasn’t completely
efficient, but neither is spending my time locked away
upstairs away from the action.
Perhaps
it’s the populist William Jennings Bryan in me, but I
believe that shows like AdTech exist for me to meet a
potential new client and actually make a deal – not just
socialize in the club with my fellow alumni of Skull and
Bones. It’s disconcerting and frustrating that the online
industry is so vehemently split in an “us vs. them”
mentality. There are very ethical, profitable and
brand-concerned networks, publishers and advertisers in our
space – where were they on the speaking dockets?
Thirdly,
shows like AdTech are so beneficial because they reinforce
the ideals of ethics and smart marketing. In this industry,
reputation is everything. It precedes you in all deals you
make. A few weeks ago, I wrote an intense personal piece
concerning my family’s troubles with “spyware” and the other
forms of “ware” out there. A few of those companies were at
the show and approached me to do business. They didn’t know
my article and pitched me on the great conversions they were
seeing through their programs. We exchanged handshakes,
cards and smiles. I stuck the cards in my right pocket and
felt the burn and the desire that Adam and Eve must have
felt when they first saw the shiny fruit. I hesitated for a
moment and fell for that most unoriginal sin – quick
profits. The burn stayed there and I knew that I could not
fall for the temptation and decided to look for profits in
other ways. Reputation means everything in a business like
ours and these shows reinforce that. Think long term, stay
profitable and remember that you’re working not for yourself
but for your family, your children and things beyond your
own immediate pocket.
Another
drink is on the way from the stewardess and “tonight I will
toast just whoever comes close to the most unoriginal sin.”
Sam Harrelson
is the Co-Editor of the Digital Moses Confidential. Send comments and questions
to sam@digitalmoses.com
