eMarketer has posted some interesting data from a study by Pontiflex called the “Cost-per-Lead Advertising Data Report”.
According to the study, marketers were most likely to purchase leads via brand or community sites (51%) and e-newsletters (31%).
The study suggests instead of turning to brokers of generic sales leads, marketers can entice consumers to opt in based on specific ads—and only pay for valid sign-ups.
Cost Per Lead Advertising
Pricing in the cost per lead advertising industry depends on several factors.
From the study:
Cost-per-lead pricing varies by industry, and also by the amount of data consumers are willing to provide about themselves. “Basic fields” include such information as first and last names, e-mail addresses and postal addresses. “Premium” information, such as Twitter usernames and phone numbers, commands higher prices. On average, the cost per lead for basic info was $0.60 in North America between August 2008 and July 2009; the average premium cost per lead was nearly four times as high, at $2.27.
Average Cost Per Lead Per Industry
Based on this particular study’s title, it appears the behavioral ad targeting industry is attempting to reposition and rebrand its products as “Cost Per Lead Advertising”.
With an average cost per lead by industry of less than $1.00, surely advertisers will flock to cost per lead advertising en masse.
Search Marketing Communications 
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