Lead Generation allows publishers to add a whole new revenue stream to their repertoire. It not only provides quality control, but allows the publisher to predict commissions. Russ Pechman, Vice President, Lead Generation, LinkShare

1. Lead Generation: Driving the Future of E-Commerce Russ Pechman Vice President, Lead Generation Services LinkShare Corporation

3. Your role in the chain of action

4. Generating quality leads

5. Form-hosting

7. Lead Gen Ad Spend - 2008 $1.7 billion (up 6% Y/Y) 7% of all online ad spend Financial Services represented 13% of all online ad spend 2nd largest category after retail Drop from 15% in 2007 - IAB/PriceWaterhouseCoopers, 3/09

12. Follow-up is automated or inexpensive

13. Quality = Conversion

15. The Flight to Quality Advertisers are now reducing the number of lead generation sources, working with fewer partners to obtain higher quality.

16. Where Do You Fit? High Quality Phone Verification Banner/Text Link – Targeted Site Search Form-Hosted Vertical Site Email High Expense/Lower Volume Low Expense/High Volume Banner/Text Link – General Site Surveys Co-Registration Sweepstakes/giveaways Low Quality

17. Quality Can Help Drive Volume LEADS 11

18. Filtering & Targeting

19. More on Targeting Specific URLs Niche Content Niche Keywords

20. Communication with Advertisers

22. Control of conversions

23. Stability against individual Advertiser pauses

24. Multi-lead sale possibilities

25. Control of quality

26. Potential to own and re-market Advertiser Network Advertiser Advertiser 15

28. Is Advertiser Brand Important? When you host forms the Advertiser’s brand is not necessarily relevant Publishers who host forms are in charge of converting them Quick: What Advertisers work with Lending Tree?

29. Ensuring Site Quality and Longevity Differentiated, focused content Unique value proposition Continual site updates Tips from other seminars today…

30. Technology Requirements Work with a network’s lead management platform Consider off-the-shelf platforms to manage and distribute leads

31. Steps for Lead Quality Lead Verification Online Form Scoring Algorithm/Lead Management System Advertiser Demographic Data Behavioral Data

32. Legal and Data Issues Secure URL to post data from a landing page Proper data storage Clearly stated privacy policy on site Brand representation Email – CAN-SPAM compliance

33. Call Generation Off-line Promote numbers online or off-line Unique phone numbers track different ads, keywords and media types Get commissioned on calls lasting minimum duration (30 sec, 60 sec, etc.) Advertisers employ IVRs to filter callers Better conversion = higher CPAs Online

34. Dynamic Phone Number Replacement

35. Pay Per Call Applications

36. Pay Per Call Interface

37. Conclusion Online Lead Gen is still in its early stages There is an opportunity to show value around quality Quality improvement may comes from channel and vertical expertise, technology and data analytics Find available tools to help

38. Questions?

39. Thank You Russ Pechman LinkShare Corporation rpechman@linkshare.com Twitter@rpechman