Friday, 29 October 2010

IAB Online Lead Generation Council update

The eternal debate in online lead gen. rages on at the latest meeting of the IAB OLG Council. That is, how some advertisers, agencies, and publishers seem to be mis-representing what OLG is all about - an advertising channel that provides high quality, high volume of leads that turn into customers at an affordable price.

Firstly, advertisers, seem to be largely in the dark about how to design a winning lead generation campaign with the bewidlering array of options available to them.

Agencies (larges one who should know better) tend to lump OLG into other media or measure only by the channel as a whole not by specific OLG media which made up the campaign.

Publishers - still seems far too easy for new entrants to pop-up, cobble together a decent lead gen. test and then fudge the roll-out by blind broking.

The council is determined to continue educating the wider advertising industry into understanding the huge benefits of OLG so that an ever increasing number of brands can enjoy the results it offers.

Monday, 18 October 2010

Behavioural Targeting - Please behave yourself!

Whilst I welcome the increased targeting techniques of ad networks trawling and storing my every impression and click to serve me better and more relevant advertising, there is one major flaw...

They don't factor in when I've actually purchased!!! I know this because my time on mydeco.com looking at sofa's and my resultant purchase at Dwell in their Richmond branch (yes real shops do still exist) has meant constant behavioural advertising of the sofa I've already bought, weeks past my purchase date. I've bought, you got me already, but I can't switch the damn ads off.

This cyber stalking of consumers with post-purchase pointless advertising could never happen in online lead gen. because it's all about turning leads into sales and then moving on to target the next available lead who isn't a sale.

So stop counting the cookies and focus on counting the leads and the sales instead. And most of all, don't try to sell me the same sofa twice!