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- Delivery channels and formats
True City by AKQA
True City is an application for the iPhone that aims to unlock access to city insiders' views of sport, life and culture in London, Berlin, Paris, Milan, Amsterdam and Barcelona. More on AKQA's award winning campaign.Delivery channels and formats
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Leads can be generated through a variety of marketing channels, even for the same campaign. The channels work together to drive consumers to landing pages where they can request to be contacted about the product or service which provoked the initial response.
Consumers are searching online for a particular product or service. When they have submitted their search query they are presented with a series of sponsored links/organic links about the product or service. By clicking on the link, the consumer will reach a landing page with a data capture form which invites the consumer to submit their details in order to be contacted about the product or service. Once they have submitted their information a lead is created (suitable for advertiser and hosted data capture form).
Email
Consumers on an opt-in email list are sent an email containing a piece of creative which invites them to click-through to find out more information about the particular product or service. By clicking on the creative they will arrive at a landing page with a data capture form which invites the consumer to submit their details in order to be contacted about the product or service. Once they have submitted their information a lead is created (suitable for advertiser and hosted data capture form).
Consumers are presented with an advert while browsing online. This advert can be in a range of formats from a simple banner to a more interactive creative. The advert invites the consumer to click-through to find out more information about the product or service or even register in the banner creative. By clicking on the creative they will typically arrive at a landing page with a data capture form (or be presented with an integral form) which invites the consumer to submit their details in order to be contacted about the product or service. Once they have submitted their information a lead is created (suitable for advertiser and hosted data capture form).
Contextual placements are context sensitive links to promotions relevant to the content of the page on a publisher’s website (i.e. an article on retirement will link to pension products etc) ensuring the advertiser’s promotion is displayed to the target user and in the right place. Consumers are presented with a text link or display creative that is relevant to the editorial they are reading The logic being that if a consumer is interested in the underlying content of the article they can click on a relevant link to request more information about the specific product, offer or service – whether it be a guide, quote or test drive for example.
By clicking on the link they will arrive at a hosted data capture form which invites the consumer to submit their details in order to be contacted. Once they have submitted their information a lead is created. (Suitable for advertiser and hosted data capture form).
Data capture forms can be served through sub pages on publisher websites giving the user the feeling of signing up to the advertiser’s product or service within the same environment (look and feel) of the host website. These are known as co-brands or white-label offerings as they appear in the colours of the host’s website. This can help to engender more trust in the product as the promotion has the backing of the host website (rather than a direct banner ad). It can also be a more convenient way for publishers to monetise their content without having to build bespoke lead generation platforms that securely handles the capture and delivery of premium leads for blue chip advertisers. When an advertiser’s lead generation campaign is relevant to the content of the website (either contextual placement or by email) there is a synergy for the user, advertiser and publisher. (Suitable for hosted data capture form only).
As the internet evolves, applications and widgets are an increasing source of lead generation. This may include registration forms as part of online games, quizzes, social forums, chats etc. Traffic from applications and widgets may be directed to a landing page with a data capture form which invites the consumer to submit their details in order to be contacted about the product or service. Or lead registration can happen as part of a path within the game/widget/chat flow (suitable for hosted data capture form only).
There are other popular channels available too like text links (e.g. on price comparison sites), forms served via iframes and pop-unders (suitable for either advertiser and/ or hosted data capture form).
It’s important to re-iterate that a campaign can encompass all channels and advertisers don’t have to be involved in micro-managing which ones, because lead generators take the risk and pay for the impressions whereas advertisers only pay for the leads.
Search (paid and natural)
Consumers are searching online for a particular product or service. When they have submitted their search query they are presented with a series of sponsored links/organic links about the product or service. By clicking on the link, the consumer will reach a landing page with a data capture form which invites the consumer to submit their details in order to be contacted about the product or service. Once they have submitted their information a lead is created (suitable for advertiser and hosted data capture form).
Consumers on an opt-in email list are sent an email containing a piece of creative which invites them to click-through to find out more information about the particular product or service. By clicking on the creative they will arrive at a landing page with a data capture form which invites the consumer to submit their details in order to be contacted about the product or service. Once they have submitted their information a lead is created (suitable for advertiser and hosted data capture form).
Display advertising
Consumers are presented with an advert while browsing online. This advert can be in a range of formats from a simple banner to a more interactive creative. The advert invites the consumer to click-through to find out more information about the product or service or even register in the banner creative. By clicking on the creative they will typically arrive at a landing page with a data capture form (or be presented with an integral form) which invites the consumer to submit their details in order to be contacted about the product or service. Once they have submitted their information a lead is created (suitable for advertiser and hosted data capture form).
Contextual placements
Contextual placements are context sensitive links to promotions relevant to the content of the page on a publisher’s website (i.e. an article on retirement will link to pension products etc) ensuring the advertiser’s promotion is displayed to the target user and in the right place. Consumers are presented with a text link or display creative that is relevant to the editorial they are reading The logic being that if a consumer is interested in the underlying content of the article they can click on a relevant link to request more information about the specific product, offer or service – whether it be a guide, quote or test drive for example.
By clicking on the link they will arrive at a hosted data capture form which invites the consumer to submit their details in order to be contacted. Once they have submitted their information a lead is created. (Suitable for advertiser and hosted data capture form).
Build in pages (co-brand or white labels)
Data capture forms can be served through sub pages on publisher websites giving the user the feeling of signing up to the advertiser’s product or service within the same environment (look and feel) of the host website. These are known as co-brands or white-label offerings as they appear in the colours of the host’s website. This can help to engender more trust in the product as the promotion has the backing of the host website (rather than a direct banner ad). It can also be a more convenient way for publishers to monetise their content without having to build bespoke lead generation platforms that securely handles the capture and delivery of premium leads for blue chip advertisers. When an advertiser’s lead generation campaign is relevant to the content of the website (either contextual placement or by email) there is a synergy for the user, advertiser and publisher. (Suitable for hosted data capture form only).
Applications and widgets
As the internet evolves, applications and widgets are an increasing source of lead generation. This may include registration forms as part of online games, quizzes, social forums, chats etc. Traffic from applications and widgets may be directed to a landing page with a data capture form which invites the consumer to submit their details in order to be contacted about the product or service. Or lead registration can happen as part of a path within the game/widget/chat flow (suitable for hosted data capture form only).
Other
There are other popular channels available too like text links (e.g. on price comparison sites), forms served via iframes and pop-unders (suitable for either advertiser and/ or hosted data capture form).
It’s important to re-iterate that a campaign can encompass all channels and advertisers don’t have to be involved in micro-managing which ones, because lead generators take the risk and pay for the impressions whereas advertisers only pay for the leads.
