Digital player: Kevin Cornils

by Lucy Fisher Marketing Direct 02-Jun-08, 14:00

As managing director of Advertising.com and CEO of affiliate network Buy.at, Cornils has a unique perspective of direct marketing in the online ad space.

- How are you finding your new role?

I'm continuing to run Buy.at, the affiliate business that has been acquired by AOL, so a typical day is busy. I spend a lot of time developing strategic relationships with retailers. Performance marketing is at the core of what we do. Most customers are paying on a performance basis.

- How does Advertising.com's business mission link to DM?

It's all about using the traditional tools of direct marketing online. Recent IAB research has pointed to the growth of the internet advertising industry, but online methods need to be used in a traditional DM fashion. Over time you'll see different models of attribution. At the moment everyone is relying on the 'last click' rule, but we recognise ultimately that we need a more subtle model. As a market the technology isn't ready. We integrate with third-party tracking solutions to see what impact our ads are having on web users.

- How do you see DM evolving in the digital space?

The opportunities are related to social networking and Web 2.0, where brands can have a conversation with their customers. Historically, it has been about one-way communication, but now it involves active participation: microsites, special pages and so on. It's about reaching out - then customers will become advocates of your brand.

- What's the biggest business challenge you face?

Educating the market about all the solutions that are available, and communicating clearly, are the main challenges. However, I like to win - I've always been competitive - so that helps. Employing the right people is also important. Given the rate of growth in the online space you need to scale up very quickly to compete. Advertising.com now has the broadest reach of any online ad network in the UK, while Buy.at also has a great growth trajectory.

- What did you learn during your time as an investment banker?

I learned about the importance of negotiation and deal-making in commercial relationships. Also, the importance of focusing on numbers, understanding business drivers and what moves a business forward - and how to interpret all this information. I spent a lot of time advising businesses, but I realised I was entrepreneurial by nature and more interested in running businesses and focusing on the bottom line in that way.

- What does the future hold for affiliate networks?

We'll see further consolidation in the affiliate space - a smaller number of larger companies that can leverage the technology and relationships. At Buy.at, we're focused on working with larger clients. Customer service is a challenge, as is hiring the right people.

CV
2008-present: Managing director, Advertising.com
2006-present: Chief executive, Buy.at
2003-06: VP of marketing, then managing director, Europe, Match.com
2001-02: Consultant, Bain & Company
2001: MBA, Harvard Business School
1995-99: Investment Banker, Credit Suisse First Boston
1991-95: Degree in international economics, Georgetown University,
Washington DC

DOs & DON'Ts

- Remember that relationships with business partners and end-users are all-important

- Focus on business drivers. Don't get lost in the detail

- Maintain a rigorous DM approach online: segment, target and test.