Our parent publication, Online Banking Report, has published a new report: New Models for Lead Generation: How auctions, community recommendations, product placements, and specialized search provide alternatives to Google AdWords.

Not only is this the longest report title in our history, it's the first time we've looked specifically at lead gen sites (click on the Table of Contents right, to download the abstract).

The report was inspired by MoneyAisle, an auction-based retail deposit market, that debuted June 9. Although a few kinks need to be worked out, we are impressed by its work and are awarding it the second OBR Best of the Web this year (see note 1 and Credit Karma below).

But auctions were not the only new lead-gen model we looked at. Others included:

• Community-based deal finders such as Credit Karma, the winner of our third OBR Best of the Web award for 2008 (see screenshot below, watch Finovate Startup demo here), SmartHippo (demo), and FiLife which also launched in June
• Specialty financial search services such as BancVue/FirstROI's CheckingFinder (coverage, demo) and Mortgagebot's Mortgage Marvel (coverage, demo) both Best of Show winners at Finovate 
• Product placement in financial tools such as Mint (coverage, demo), Credit.com, FindABetterBank (demo), and Credit Karma

The report, which includes a 10-year forecast for auction and personal finance community involvement, is available as part of an annual Online Banking Report subscription or it can be purchased individually for $495 here.

Next month: New security technologies your customers are going to love, or not.

Screenshot: Credit Karma offer page: Countrywide's high-yield savings offer is rated positively by 53% of Credit Karma users and earns a composite score of 63% which also factors in clickthrough rates and exclusivity, see box in upper right (9 July 2008)

Note:
1. The first winner in 2008 was SmartyPig (here). Best of the Web awards are given for new products/features that "raise the bar" for online banking. It is neither an endorsement of the company, nor the product itself. See previous coverage here.