Branding, Brand Equity, Customer Experience

The recent discussion of the importance of brand to CPA network survival generated a fair amount of feedback. For an industry rooted in performance, where everything is measurable, the idea that product functions and features aren’t all important is a hard one to accept.

But it’s true. Let’s look at exactly why that is.

We’ll use Adam Viener’s post on WiseAff as a starting point.

The CPA network space is in tumult. If your favorite CPA network isn’t dead already, it’s probably refinancing, merging or crouching in a defensive posture.

Twitter has made its move towards monetization and there are big opportunities for performance advertisers as a result..

In the last 48 hours they have announced a new performance advertising platform, new targeting capabilities via geo-location, and that Twitter now has 105 million registered users with 75% of traffic coming from outside Twitter.com.

Hydra Networks has announced that with immediate effect it has terminated the accounts of over 15,000 publishers. The news comes as part of a new push by Hydra to attract mainstream brand advertisers and set themselves apart from “ad networks peddling nutraceutical diet remedies, cash grant opportunities, tooth whiteners and other non-branded campaigns of low consumer value.”

It has become crystal clear over the last week that Google rushed the introduction of Google Buzz, did little or no external user-testing, and as a result is scrambling to mitigate a massive PR failure.