The Pontiflex Blog

Pay for Results

March 8, 2010 at 12:40 pm Arun Krishnan Leave a comment

An article in today’s ClickZ mentions how Mediaforge lets advertisers pay only when a consumer makes a purchase.

Any movement up the ROI ladder is a welcome development. But it’s important to stress a key difference.

Ads like those served by Mediaforge and CPA campaigns charge advertisers for sales. But they can be limiting in terms of campaign reach. This is where CPL (cost-per-lead) advertising can make a difference. In a CPL ad, advertisers collect basic consumer information like first name, last name and email (as opposed to a credit card number). This helps increase the scale of the campaign — since more consumers are willing to share basic contact information. It also opens the door for a long term engagement with the consumer – via email, on social networks, Twitter, etc.

Whichever way you go, it’s important to insist on transparency. Advertisers should know exactly where their ads are running, and consumers should know just exactly what they are singing up for.

Entry filed under: Lead Generation, Online Advertising. Tags: .