This article by Adam Lehman, Lotame's COO/GM, originally appeared in AdAge on February 21, 2012. Click here to see the original.
Tuesday, February 21st, 2012
The major problem with BT is that it often doesn’t produce conversions in the same volume or Cost per Conversion-efficiency as other online advertising tactics. This is because the “right people” usually aren’t the same as the “conversion people”, believe it or not. Lotame has recognized this issue and is launching a new product to address it, once and for all: G.O.A.L., or Goal-driven Optimized Audiences by Lotame.
Friday, February 17th, 2012
So as long as brands are serving up web pages, and hoping to capitalize on the sharing of their content over social media or the discovery of their content via search engines, they probably don’t want to scare away any of their audience. Perhaps a better approach is for those brands and publishers to welcome the audience right in first, and then pitch the opportunity to download the app while visitiing.
By Matt Quirion, Senior Software Engineer, Lotame
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