Display Advertising’s New Bread And Butter Will Be Bread And Butter
Posted on December 16th, 2009
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One thing I’ve talked about is my expectation for brand marketing and product marketing budgets to get off the sidelines in online display advertising. What this means is that as brand marketers shift dollars away from a broadcast model, they will increasingly look to interactive display to begin and sustain brand engagements.
Engaging customers using interactivity is naturally the domain of the direct marketer, and cost per lead marketing is a discipline that used to have nothing to do with brand campaigns. AdBean’s interactivity features will provide the CPL marketer who uses display with the tools and workflow necessary to drive optimizations and increase efficiency; what that really means is AdBean and other platforms are going to play a central role in the future transformation of online brand campaigns as they adopt CPL practices.
This exact point came up in an interview with Pontiflex CEO Zephrin Lasker. Pontiflex’s bread and butter is CPL marketing, and he’s already seeing a big rise in using CPL for, well, bread and butter, aka brands:
AdExchanger.com: Has performance marketing started to reach the brand marketer?
ZL: Definitely. When we started Pontiflex two years ago, we anticipated that most of our growth would come from direct response marketers. But surprisingly we have seen a very rapid adoption of Cost-per-Lead advertising by brand marketers who are looking for cost-efficient and scalable ways to connect with new consumers.
We’re seeing major brands like HUGGIES, Dell, Blackberry and others look to CPL advertising as a way to acquire marketing leads. I want to be clear here. When I say marketing leads, I mean the contact information of people who raise their hands to hear more from a specific brand – the kind of information you would collect off a landing page in a display or search campaign.
Tags: Advertising, Cost per Lead, Marketing and Advertising
Filed under Brand Engagement, Display Advertising |