Is There Growth Opportunity for Online Lead Generation?

Adding to my argument for sustainable growth in the online lead generation market…

If you agree with my premise that advertisers are increasingly demanding a shift from CPM to ROI as the effective marketing metric. Then it seems that the Internet Advertising Bureau may have the most compelling statistics:

"The Interactive Advertising Bureau says Internet advertising is a $16.9B per year business; online lead generation is a $1.3B per year business, growing faster than any other type of online advertising."

As quoted from Direct Marketing News, a by line article by Marc Diana, CEO of LeadPoint an Online Lead Exchange.

Update: more support for the mortgage mess increases online advertisement opportunity argument.

Mortgage companies including Countrywide Financial Corp. and IAC/InterActiveCorp’s LendingTree Inc. haven’t cut spending much and are moving ads to the Web from print and TV, analyst Jeffrey Lindsay said in an interview. A 50 percent drop in ads for loans would cut Google and Yahoo’s profit by 1 percent to 3 percent.

"Under economic pressure, advertisers favor online because it’s a lot cheaper, it’s measurable and it gives a higher return on investment," Lindsay said. Almost all of Yahoo’s second- quarter growth in display advertising came from mortgage ads, he estimated. "The biggest beneficiary so far has been Yahoo."

Mortgage companies spent $755 million on Web ads in the year ended June 30, or about 3.4 percent of the U.S. online ad market, Bernstein said. The report doesn’t cover third-quarter spending.

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