What is Internet Crack? It’s
what happens when you develop a consumer promotion that performs at such a high
level that both publishers and consumers can’t get enough of it.
https://www.lynxtrack.com/signup.php
We’ve all seen lower grades of Internet Crack during our time. (when the first
Gift Card offers came out and when advertisers like True raised their CPA to
unheard of levels). The latest phenomenon, (already over 3 months old) is the
heavily trafficked “ZIP code submit” offer. The ZIP offer is assaulting (in a
good way) both consumers and publishers alike. Consumers are entering their ZIP
code in record numbers, and publishers are falling over themselves to push it.
The reason ZIP Code submits are so powerful has as much to do with how consumers
react to the offer as it does how fast savvy advertisers “borrow” the mechanism
that creates the CPA, and create similar offers.
Part of the appeal of ZIP code submits from a consumer’s point of view is the
fact that they are offering up non-personally identifiable information. The
predominant lead generation CPA prior to this, the Email Submit, made the
consumer offer up a much more valuable item; their personal email. From a
publisher’s point of view, the ZIP submit on its face value seems easy to
complete. And it is. Five keystrokes and a submit earns the publisher up to
$1.50 on some channels. Publishers race to fill their respective distribution
channels (email, search, web, others) to maximize the revenue opportunities that
ZIP offers provide. Publishers almost fall over themselves to push as much of
their traffic to these high converting ZIP offers that it floods the channel.
This leads to 2 things. Large amounts of dollars exchanging hands (between
advertiser and publisher) and a relatively quick burnout. The burnout is only
expedited by similar advertisers, who launch their own version of ZIP products.
What is the next Internet Crack? It’s difficult to predict when these types of
offers come about, but my prediction is expect A LOT more as advertisers get
better at understanding this phenomenon.
Scott Rewick, VP Business
Development
The YFDirect Trust Network
