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.