Co-registration

Co-registration is a form of online lead generation and is often referred to as Co-Reg.

Co-Registration refers to the process whereby a relationship is formed between a website publisher and advertiser, in order to exchange consumer information. The consumer information is treated as a sales lead for the advertiser. The publisher receives revenue each time one of their subscribers become a sales lead for the advertiser. Advertisers use co-registration to build mailing lists and contact the consumer at a future time.

Custom Co-Registration: Another type of co-registration is custom co-registration. As part of the co-registration process, consumers are often asked for extra information, such as a phone number or a post code, in order to fulfill the requirements of the advertiser. When they nominate an advertiser’s offer, they are automatically asked to fill in their additional details before submitting their registration.

In the world of Co-registration, there are three groups who interact:

Agents: Advertisers and publishers use agents to negotiate and manage their relationship. Agents match up the relevant offers with publisher websites that attract a suitable audience for the advertiser to ensure both parties are getting the most out of the co-registration process.

The agent also provides the technical interaction, by setting up a system that displays the advertiser message on the publisher’s website, inviting consumers to respond. The agent also arranges for the advertiser to receive their leads.

Advertisers: advertisers use co-registration to generate sales leads and customer lists for their products and services. Advertisers need to gather as much demographic information from consumers as they possibly can. By ‘piggy-backing’ onto a publisher’s registration page, the advertiser can gather the relevant consumer information by asking the registering consumer to ‘opt-in’ to receive further information from them. Advertisers often provide an offer to help entice the consumer to ‘opt-in’.

Advertisers generally pay for each lead that they receive from the co-registration system (CPL). This is a huge benefit to advertisers as they are only paying for the contact details of consumers who have taken interest in their product or service.

Co-registration allows advertisers to access this useful information as part of a natural process by asking the consumer if they would like to ‘opt-in’ to receive communication.

Publishers: publishers (or website owners) use co-registration to create an extra revenue stream from the traffic that visits their website. When a consumer takes the time to register on their site to either purchase something (e-commerce), sign up to receive more information, join a e-newsletter or mailing list or register their interest in an offer, they generate revenue from the advertiser each time that advertisers offer is chosen.

Pricing models

There are two pricing models used for co-registration, which are used to charge advertisers for their leads:

• Cost per Lead (CPL)/Cost per Click(CPC) pricing models are the most common and simple method of paying for online sale leads.
• Cost per Acquisition (CPA) are used for Advertisers who can easily track where their sales have come from. The advertiser is only paying for the purchases that are made as a result of the co-registration process.

References

de:Co-Registrierung