SOURCE: Online Lead Generation Association, Inc.

November 16, 2005 14:05 ET

Four Internet Industry Leaders Form Online Lead Generation Association

OLGA Will Promote Best Practices in Lead Generation/Co-Registration

NEW YORK, NY -- (MARKET WIRE) -- November 16, 2005 -- Leaders in the fast-growing field of online lead generation/co-registration have formed the Online Lead Generation Association, Inc. (OLGA).

OLGA, a not-for-profit company based in Manhattan, will promote best practices and standards among Web sites, marketers and lead generation providers.

The founding members of OLGA are Daniel Felter, CEO of Opt-Intelligence Inc., Stephan Pretorius, President of Acceleration eMarketing, Chris Redlitz, President of Feedster, and Kitt Collier Odukoya, Director of Online Marketing, EarthLink.

"Online lead generation, also known as co-registration, is one of the fastest-growing segments of Internet advertising, approaching one billion dollars for the next fiscal year," said Daniel Felter, Chief Executive Officer of Opt-Intelligence. "However, there are no uniform standards in the business, nor is there common agreement of how our industry segment can best represent the interests of marketers and the manner in which Web sites provide these leads to advertisers while maintaining a positive user experience.

"Marketers seek the most superior leads based on the demographics of their target audiences," continued Felter. "Web sites must maximize their user bases without burdening their members with intrusive or misleading offers from marketers. Therefore, marketers, Web site operators and lead generation/referral professionals should work together to set standards that will benefit all parties in the long run. OLGA is the entity through which these goals will be accomplished."

Said Pretorius, "Online lead generation is one of the most effective ways for marketers to build customer lists and drive sales. Unfortunately, the channel lacks standardization and suffers from the activities of a few unscrupulous suppliers. OLGA aims to educate marketers on how to navigate this complex marketplace and will publish best-practice guidelines on issues such as lead generation IO terms, data collection processes, and abuse complaint management."

Said Chris Redlitz, President of Feedster, "Online lead generation is a tremendous opportunity for marketers to utilize the power of the Web to create efficiencies on their acquisition process. The industry needs to continue to evolve our approach with a great sensitivity to the user experience. OLGA will provide a platform for the industry to discuss and formalize best practices that will allow the online lead generation business to continue to grow."

How Lead Generation Works

After a user registers on a particular Web site, they may be served opt-in advertisements at any point thereafter. The ads are based on a combination of demographic criteria pre-defined by the advertiser and the individual profile of the person registering on the Web site. The users may opt-in to explicitly request that their information be shared with one or more specific marketers, which send offers directly to the registrants.

Online lead generation/referral is the fastest-growing segment of Internet advertising. According to the Internet Advertising Bureau, revenues for this advertising format rose to 6% of all Internet advertising spending during the first half of 2005, or some $347 million. This compares to 2% of Internet advertising spending in the first half of 2004, or $114 million, a year-to-year increase of 204%.

Contact Information


    Daniel C. Felter
    Board Chairman
    212-594-3862, Ext. 12
    Email Contact

    Steve Ellwanger
    Press Counsel Group (for OLGA)
    Email Contact