Success Through Advertising (STA) issued a new White Paper, Beyond Click Fraud, to coincide with today's launch of an advanced version of its global advertising site at http://staretail.biz
[USPRwire, Sat Mar 11 2006] Success Through Advertising (STA) issued a new White Paper, Beyond Click Fraud, to coincide with today's launch of an advanced version of its global advertising site at http://staretail.biz
The paper, found at http://www.stasite.com/whitepaper.html maintains that the answer to click fraud dies not lie in "fixing the problem" but in considering a very different model that brings dedicated consumers and marketers into direct and mutually profitable contact.
"Our model can rescue advertising agencies from the limbo created by the mysterious process of pay per click." said Michael Hamilton, STA's COO.
Hamilton says that the STA business plan, predicated on paying affiliates to read advertising for at least 30 minutes weekly, is a viable answer to click fraud and the pay per click model. "Our Affiliates have no incentive to engage in spurious or malicious clicking on our advertiser's site. We are working directly with advertisers who pay us up front. We even offer commissions to advertising agents and agencies that bring us business."
The White Paper 'Beyond Click Fraud' provides seven criteria for an alternative to pay per click advertising:
1. Creation of focused customer bases. Instead of depending on people to "happen on an ad" establish models where people are seeking the ad itself. Either the brand. Or more likely the exact product.
2. Operating from knowledge of customer preferences. Most online advertisers have more than one product. Through research it should be possible to link up a focused customer base to products that they want and intend to use.
3. Moving from surfing to dedicated venues. Surfing the net is a presupposition of the pay per click mode... It aims to have ads wherever you go based on assumed preferences. Music on a music site and so forth. A dedicated venue makes it possible to select among categories and create a customized shopping portal for the individual. Ads are sold on the capacity to demonstrate a higher RPI in the dedicated environment.
4. Altering the underlying economics. The most radical element of a new model would be a shift in the actual allocation of income so that the lion's share of advertising expense is returned to the actual customers of the advertisers. A dedicated consumer model would offer compensation to its constituents based on the performance of some actions that actually translate into ROI for advertisers.
5. The model would not circumvent or minimize the role of advertising agencies or the companies themselves. It would make the agencies and individual advertising agents’ stakeholders in the total enterprise. In contrast to the pay per click model, the advertiser would not pay out for anything but the ad. The response would be assumed and the advertiser would receive a commission on the payment made for the ad.
6. The privacy issue which dogs much Internet commerce -- based on the need for information to learn how to place distributed PPC ads -- would be stood on its head. The dedicated consumer core would be required as a condition of affiliation to provide extensive information on preferences, needs, interests, etc. This would be a reasonable service of an advertising business which was in fact serving such a base. Its affiliates would join on the premise of getting a vastly better ultimate "deal" than in the nether-world of PPC advertising.
7. The context of a dedicated consumer model is globalization seen in positive terms as the advantage to individuals of a system which is based on a direct interaction with advertising and advertisers on all le
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