LeaseThis.com Creates New Online Advertising Model Eliminating Industry Problems of Click Fraud
First Time Popular Domain Names/URLs Are Widely Accessible to Advertisers Via Flat Rate Leasing Model
June 12, 2007; 05:04 AM
By offering advertisers a flat rate to lease a domain name, LeaseThis.com
has eliminated the industry issue of click fraud, which is caused by repeatedly
clicking on advertising links to purposely drive up the cost for the advertiser
in a pay-per-click model.
“Online advertisers are losing money every day as a result of
fraudulent clicks,” said Tom Cuthbert, president and CEO of Click
Forensics, a leading click fraud auditing firm headquartered in Austin, Texas.
“In the first quarter of 2007, the average click fraud rate of
pay-per-click advertisements appearing on search engine content networks was
nearly 22 percent.”
LeaseThis.com bypasses search engines and directly connects the
advertiser with the domain owner. Prior to LeaseThis.com, businesses also found
it difficult to own a popular domain name unless they purchased it, in some
cases, for millions of dollars. For the first time, advertisers can lease a
domain name for a specified time period, with the option to purchase it after
the lease has expired. LeaseThis.com contracts with the world’s biggest
domain owners and has access to nearly four million domain names.
"The domain leasing business model, pioneered by LeaseThis.com, makes sense for a subset of premium domains, including those with seasonal and geo-specific traffic,” said Jordan Rohan, Managing Director and Internet Analyst, RBC Capital Markets. “In my view, domainers currently monetizing exclusively through pay-per-click (PPC) providers should actively pursue trials of alternative monetization platforms such as LeaseThis.com."
Because domain leases can be obtained for a certain period of time and
at a fixed rate, LeaseThis.com is providing advertisers with the opportunity to
brand their business online in a cost-efficient manner.
“Leasing domain names levels the playing field for businesses and
allows them to market themselves more competitively online,” said
Jonathan Boswell, CEO, LeaseThis.com. “A chocolate company may want the
domain name candy.com for the holiday season, but may not want to pay the huge
price tag to permanently own it, especially if the advertiser only needs the
name for a specific time period. Leasing domain names addresses this industry
issue for the first time.”
In addition, research has shown that direct navigation, when consumers
type category names directly into the browser and bypass search engines, is
becoming more popular. According to a recent survey by Opinion Research
Corporation for LeaseThis.com, 64 percent of Internet users surveyed bypass
search engines and type keywords into their browsers with the hope of being
directed to the right URL. And, 26 percent of users say they bypass search
engines at least once a day.
“Coveted domain names are becoming even more important to
businesses as direct navigation continues to grow,” Boswell added.
“Advertisers want consumers to remember their domain names and go
directly to their URLs, but certain domain names, such as new movies, often
tend to be too long for consumers to remember. Leasing a specific domain asset
helps extend the brand and attract more consumers.”
Advertising agencies also benefit from LeaseThis.com and can contact
the company directly when they are searching for available domain names for
their clients. LeaseThis.com handles the search and all negotiations with the
domain owners, saving ad agencies hours of time per domain name.
By leasing premier domain assets at a flat rate, LeaseThis.com guarantees advertisers all of the marketing power of the domain with none of the fraud. LeaseThis.com, headquartered in Los Angeles, California, is dedicated to creating innovative solutions that open new marketplaces to advertisers and domain owners while eliminating the challenges advertisers and ad agencies face when working with domain assets. For more information, visit www.LeaseThis.com.
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