I'm hearing lots of interesting stories about how big brand publishers are now taking cost per lead advertising seriously, at last. The downturn in CPM, flat fee advertising can only hasten the stampede towards performance marketing for both publisher and advertiser.
On the publisher side, CPL advertising is no longer seen as a threat to their bread and butter regular advertising but is a true new revenue stream which can be run alongside and maximise the monetisation of the publishing media assets.
For the advertisers, CPL offers a flexible, controllable, measurable and above all, justifiable way to spend that precious marketing budget in 2010.
Whilst I think it will be another 6-12 months before we see the big publisher brands shouting about their performance marketing offering. Quietly behind the scenes, plans are being made, tests conducted and of course new money being made from lead generation marketing.
I welcome the expansion of the lead generation marketing industry with these new publishers on the block.