Advertising News
Some interesting Internet advertising news has come up recently, which I thought I would point out. I'm not sure how much of this is applicable to our local market (Lubbock), but it certainly is very applicable to our clients which have regional and national coverage.1. It has come to my attention (I haven't been paying attention) that ValueClick and FastClick merged some months back. I remember seeing the headlines, but didn't realize that it would mean that ValueClick's entire model would be changed up. Our rep at ValueClick recently called me to let me know that our old program, which was up for renewal, wasn't likely going to happen. Instead of driving traffic to our sites that we manage, they want to provide the "new" version of co-registration leads, which means that they are leads that signed up for something else (or maybe they really want what we are offering), and they come with qualified addresses, phones, etc...
I was never impressed with co-registration style leads, and once watched, helplessly, while a client received 14,000 of them, at $12 a piece, and only 5 of them actually paid any money -- about $1,000 each. Which means that they spent $168,000 and received $5,000 back. That's a pretty negative ROI.
2. One of our clients is wanting to work with AdValiant, having heard something good about them, somewhere. I'm a bit skeptical of the company, since there is little, or nothing, to be found of them anywhere online. They have no media kit, and the website is very, very bare. However, one of the positives is that the test is costing almost nothing.
3. Google appears to be offering CPA style advertising. I haven't seen any mention of it from our rep, but I did see a post here about it. I wish Google well with their endeavors conquering the world. I hope it works much better than their video advertising program, which was (and is) a complete failure in my opinion.
4. Microsoft recently blasted me with some information about their new product, AdLabs. I am going to be playing with it later in the week, and it looks like an interesting cross of WordTracker with some behind-the-scenes information from Microsoft Search.
5. Yahoo Search is also still in the game, and I have a WebEx presentation with our rep there sometime next week to see some of the power of their new platform. I hope it is all that they promise it to be.
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