Unlike CPM and CPC marketers, CPL advertisers have no planning resources that allow them to access a listing of lead generation publishers and networks. As a result, advertisers are forced to go through third party brokers and agencies to deploy lead generation campaigns.
Because advertisers have no insight into where their offers are running, they cannot map leads to their respective sources, and make informed optimization decisions. Because campaigns are deployed through brokers, advertisers cannot turn publisher venues on and off.
Finally, in the interests of maximizing revenue, some brokers and networks sell one lead to multiple advertisers. Typically, these leads are associated with a category (finance) as opposed to a particular brand (Well Fargo). Generic leads are not brand specific, and consequently tend to have a lower conversion rate. Furthermore, many advertisers compete for one lead, dropping the conversion rate even further.
Online Lead Generation Innovations
Given the increasingly ROI minded focus of online marketers, the online lead generation segment is expected to maintain its impressive growth. The industry segment has begun to take notice of advertiser demand for increased transparency. An increasing number of transparent single publisher sites such as Hillclimb Media, Orbitz.com and Monster.com are offering online lead generation advertising opportunities to advertisers.
Innovations such as the Pontiflex GENList enable advertisers to find and connect transparently with publishers directly and bypass the third-party brokers.
In addition to these industry innovations, industry associations such as the IAB and the Online Lead Generation Association are playing a leading role in enabling transparency in the online lead generation marketplace.
|