According to Forrester Research, online ad spending should grow in Europe at an average annual rate of 13%, from € 4.8 billion in 2012 to 7.7 in 2016. In the United States, the market should increase from 12.7 in 2012 to 28 billion dollars by 2017. Purchases via ad networks are expected to represent 30% of total spending.
Each ad model echoes a step in the sales cycle: Impression (display)> Click > Lead (registration) > Purchase (action)
- Impression: CPM (cost per thousand) advertising model
- Click: CPC (cost per click) advertising model
- Lead: CPL (cost per lead) advertising model (for example, registering for a website or a newsletter)
- Action: CPA (cost per action) advertising model (for example, a purchase)