Will Pay-Per-Lead Join CPM, Quality Vs. Quantity?
Implications, if this theory of PPL comes into play, are that Web advertising is still small, and I think CPMs, many which are north of $50 for general content sites, could drop if advertisers start demanding pay-per-lead (PPL) or bounties paid for actual paying customers in addition to ads. Instead of calling this phenomenon “one-to-one” or personalized, let’s forget the guru bestseller of the day or minute book title (which often read like hackneyed watered down versions of The Road Ahead anyway) and call this ultradirect or “invisible” marketing, what we think could be the main revenue stream for Internet media firms (turned commerce) in the future. PPL is the buzz word for market speakers; “invisible” marketing is the end user experience. This ultradirect marketing combines a user profile–or more appropriately, one aspect of a user, since knowing a person 100% is impossible in analog or digital form–and takes that aspect and matches it with goods and services that that person may
