Monthly Archives: September 2006

CJU 2006 Session : Web Services

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Frank Gerstenberger, Director of Product Management, Commission Junction

Agenda

About Web Services
Commission Junction Web Services
Examples of Working Applications
Working with us
What’s Next

What are Web Services?

Web services can provide the basic building blocks to build simplex, or complex solutions.

It’s possible to create a solution using Web Services from multiple Web Service providers.

Most modern languages support Web services and have specific features to utilize SOAP services

What is the CJ Web Services Vision:

Enable and promote innovation and differentiation in the CJ Marketplace by creating new opportunities for publishers and advertisers.

Create innovative new solutions that drive increased transactions
Enable rich user experiences
Decrease development time
Develop a service based foundation for the future

What problems does it solve?

Example:  Commission Junction Product Catalog

Over 700 advertisers with a product catalog(s)
Over 850 product catalogs
Over 20,000,000 products

Web Services being launched:

Publisher:

Product catalog Search
Advertiser Search
Link Search

Advertisers:

Branded Sign-up
Branded Login
Publisher Lookup

Publisher Web Services:

Frank goes through 3 examples.

Ideas for Web Services:

Innovate & Differentiate
Plug-in for blog software
Widget for a web site
Product search incorporated into coupon site
Browser toolbar
Price comparison site
A new interface for finding information

What’s next?      

Advertiser Signup enhancements
Transactional Reporting Data
Performance Reporting Data
Relationship Management Data

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CJU 2006 Panel : Emerging Markets

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As many of you can appreciate, it’s quite tricky to blog a panel, but here goes:

Emerging Markets Panel

Cindy Timmons, Publisher Biz Dev Director, CJ
Brent Hill – VP Biz Dev – Feedburner
Greg Stevens – VP Client Dev – Pronto
Oliver Luckett  – Co-Founder – Revver
Patty Mitchell – VP Worldwide Sales – Six Apart

The panelists all proceed to introduce their respective companies.

Revver is a viral video marketing company, which aims to monetize viral marketing movies.

Feedburner is the world’s largest feed management system (I use them).

Pronto is Interactive Corp’s (IAC) shopping search engine.

Six Apart is the maker of TypePad, Moveable Type & LiveJournal – blogging platforms.

Cindy proposes that embracing these new channels for marketing in the early adoption stage will open up great avenues for growth.

Question:  We continue to see huge growth and traffic for a handful of large social networks, such as MySpace & YouTube.  How does your business model interact with these social networks.

Everyone sees these tools as complimentary and wants to embrace those markets.
There is a lot of interest around MySpace.

My battery is dying, so I’m going finish off right here!  My session is next, so pick up what happens there on the Clicks2Customers Blog.

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CJU 2006 : Sarah Fay

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CJU Keynote Address: Sarah Fay – Isobar

“Creating Time” – The New Brand Challenge

Sarah start with a new definition for CPA – Constant Partial Attention

I can see this session is going to be tough to blog – lots of graphs. She starts with a graph of how alternative media devices have penetrated our daily lives.

Sarah predicts that by the year 2020 – 80% of all media will be digital and very fragmented and personalized.

There is an imbalance of spend – more time is being spent online than other mediums, however the marketing dollars are spent more on offline channels.

The New Digital Consumer

Consumer is in control
Advertising avoidance
Multi-Tasking
Mobile (over 10bn text messages per month in the US)
Communities

A lot of this looks regurgitated from the works & talks of guys like Chris Anderson, Steve Jobs, etc. I’m not finding it particularly interesting at this point, probably because I’ve heard this all before. The next bit of stuff was quite fun though.

From buying time to creating time

The brands that will win are those whose consumers tell the best stories.

In practice : Creating Brand Time

Adidas : Social Networking

Created a custom MySpace page video-submission contest, adidas soccer player pages and Ad builder feature

Results: In 6 weeks, 1MM page views, 55k+ friends, 22k+ ads created

Electronic Arts – The Godfather video game launch

Guerilla campaign involving 30,000 oranges (stickered with URL) placed among heavy commuter routes on launch day in NY, Chicago & San Fran, driving people to web site featuring game footage.

Veronica Mars – Building Community through Mobile

Website traffic increased 500%
8% click through on WAP ads
Ratings for the show doubled
Subscription increased 100% week over week for the 3 week duration of the program
New Horizons

Possibilities to Sell
Possibilities to interact
Possibilities to connect

When creating time, CPA (Cost Per Acquisition) is just one many important score keeping measures.  You have to pay attention to metrics like Direct Response & Branding.  Is the customers connection to our brand giving a greater brand value.

How do we measure and improve?

It needs to be metrics based, but overall brand building should be part of the process.

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CJU 2006 : Tom Vadnais – Welcome Address

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“It’s all about relationships”

Tom Vadnais kicks of with a nice slideshow of a few of CJ’s clients. He also discusses that the focus of this years conference is relationships, which is what drives their business.

The Industry – Growth Ahead

• Online ad spending in Q2 2006 grew by 13.8% from Q1 2006 and this trend is projected to continue

• Ad Spending on the Internet is expected to account for 7 percent of global ad spend by 2008, a 76 percent growth between 2005 & 2008

“Growth is never by mere chance; it is the result of forces working together”

Tom goes through the various ValueClick businesses (CJ, Pricerunner, Mediaplex & ValueClick Media).

Commission Junction – The Industry Leader

Over 40% of the top 500 retailers choose CJ to power their programs over the next two providers combined, next closest provider ranks at a distant 26%.

Commission Junction is the leading provider in over 70% of Internet Retailers catalogs.

Key Efforts over the Past Year

Performance Reporting
Value-Added Services
Program Management
Strategic Planning
Publisher Prospecting
Publisher Optimizing
Blueprint for Profitability
Five live, interactive training seminars
Action Life Cycle

Just announced: CJ launched Web Services
Web Services
Adobe Contest Announced
Q1 2007 Contest
Future Plans
Horizon Awards for Best Web Services Application 2007
More API’s
Looking Forward

Your ability to develop long-term profitable relationships will remain CJ’s priority
Use resources and tools to grow and innovate
Continue to build profitable relationships

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links for 2006-09-18

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