the pontiflex cpl market
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The Pontiflex CPL MarketTRANSCRIPT
Connect Once™
about pontiflex
Employees & Offices
20 employees; Brooklyn, New York & Pune, India
Executive TeamInvolved in online advertising since its inception; Leadership roles at Amazon, IBM and Ogilvy
About PontiflexIndustry’s first open and transparent cost-per-lead (CPL) market
ProgressExplosive Revenue Growth; Major Clients: Obama Campaign, UNICEF, eFax.
evolution of online advertising
Industries need enabling technologies to flourish
CPLLead Generation
Search CPC
Banner CPM
online advertising marketplace
Redirected Ads User redirected to advertiser site Advertiser collects data
Display Banners Search Email
Banner ad unit Advertiser sign up form
Search ad unit
Publisher Advertiser
Publisher sign up form
Lead generation ads Publisher collects data Publisher sends data to advertiser
Co-registration AdUnit X Banners Lead Generation
Click here for more info on Fidelity Funds
two types of leads Sales leads
Narrow set of verticals: mortgage, debt, insurance Generic leads, not brand-specific to Advertiser
Can be sold to anyone, more than once Low volume, high price High cost, labor intensive to close (telesales) Data transfer burden is relatively light Typical lead: $80K HHI, FICO 705, zip 10005
Marketing leads Broader set of verticals, growing Specific to Advertiser’s brand
Can only be sold once High volume, lower price Capital intensive to close (remarketing) Data transfer burden is high Typical lead: [email protected], joe blogg, 11231
exploding demand for lead generation
Market dynamics Online ad growth: 37% Lead Gen growth: 71%
Fastest growing segment 2007 revenue $2bn
Business dynamics Increasing spend online Pay for performance
“We believe that the online lead generation market will continue to grow rapidly representing an interesting investment and acquisition opportunity.”
market segmentation
Existing~$2BN
New: create new demand- Take from CPM/CPC- Huge potential- Slower to find- Longer sales cycle
Existing: serve existing demand- CPL market- Smaller average size- Easy to find- Short sales cycle
$70BN offline Direct Marketing market moving online
~$10BN
CPL
CPMCPC
What % of all internet advertising is spent to generate leads?
industry pain points
- Pay-for-performance
- ROI-effective, qualified! - Larger potential market
- Easy incremental revenue
- Less intrusive
+ - High-friction
- Fragmented - Disparate standards - Underdeveloped
- No enabling technology!
-
pontiflex adleads™Generate Marketing Leads Cost-Effectively
First and Only Transparent Lead Generation Marketplace
Single point of Connection
Media Planning
Campaign Setup
Reporting & Optimization
Follow-up Marketing
Deploy marketing lead brand campaigns with CPL pricing models
“Pontiflex is the AdWords for Online Lead Generation” - Erik Simon, Marketing Manager, eFax
market validation
“..the reason we are using Pontiflex is because it saves us so much time.” - Doug Colbeck, CEO, Hillclimb Media
“We send millions of leads annually, so I definitely see how this (Pontiflex) could help us.” - Clinton O’Brien, VP, Care2.com
“There's a big opportunity for a system specifically designed for online lead generation that provides advertisers the ability to
transparently connect to publishers.” - Chris Phillips, Assistant Director, Internet Marketing, UNICEF
“We'd love to use Pontiflex not only as a centralized reporting tool but to connect to and find out about new lead sources.” - Kevin Hall, President, Rev Interactive
““Leads from Pontiflex on a CPL have vastly outperformed any CPM and CPC campaigns that we have tested. Our open rates have increased by more than 30% in the past nine months due to our CPL initiatives with Pontiflex. .” - Kurt Homfelt, CEO , Dunhill Vacations
rapid media uptake
$2.5MM Funding
GENList
100 Customers
Pontiflex AdLeads
AdUnit X Launch
Data Transfer
SMB Categories
“Pontiflex launches custom CPL banner ads”
“Pontiflex launches CPL into the future”
“One stop Shop for Lead Gen”
“…a lead generation marketplace that enables advertisers to find consumers that are most likely to show interest in their products.”
“Future of targeted advertising: lead generation.”
“Pontiflex generated lists of voters who expressed interest in Obama through ads …the campaign paid for each lead.”
summary
Huge opportunity to define new segment
Macro forces are aligning to drive CPL growth
Great timing – Google grew fastest during last recession
Thank you!