Fortune 500 Companies Adopt CPL Advertising in 2009

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Major Brands and National Nonprofits Use Pontiflex AdLeads to Build Audiences for Social/ Community Sites and E-Newsletters

In 2009, more than 5.1 million interested consumers signed-up to be contacted by Fortune 500 companies through transparent CPL advertisements served via Pontiflex’s AdLeads platform.

Pontiflex, the industry’s first open and transparent Cost-per-Lead (CPL) marketplace, announced massive growth this year as its client base of Fortune 500 companies and national nonprofits more than tripled, despite the economic crisis.

In 2009, more than 5.1 million interested consumers signed-up to be contacted by Fortune 500 companies through transparent CPL advertisements served via Pontiflex’s AdLeads platform. Once the consumers signed up for the ads, they were engaged by brand marketers through social networking groups, community sites, e-newsletters, advocacy efforts and loyalty programs.

Fortune 500 companies across the Consumer Packaged Goods, Food & Beverage, Entertainment, Technology, Pets and Telecommunications categories partnered with Pontiflex to run CPL advertisements across online, social and mobile media. Major corporations include Kimberly-Clark, Dell, Disney, Blockbuster and HP. National nonprofits include UNICEF, WeCanSolveIt, the Environmental Defense Fund and the ASPCA.

The rapid uptake of CPL advertising by Fortune 500 companies and national nonprofits helped drive Pontiflex’s explosive growth in 2009 – the company grew in excess of 300% YOY.

“When we started Pontiflex in 2008, we expected to see our growth driven by direct response marketers for whom CPL advertising is a familiar tool,” said Zephrin Lasker, CEO and Co-founder, Pontiflex. “But we have been especially thrilled to see the rapid adoption of CPL by brand marketers who are utilizing performance driven strategies like search and CPL advertising to connect with the right type of consumer in a timely way.”

With CPL advertising, marketers pay only for qualified sign-ups and never for clicks or impressions that may never convert. Pontiflex provides advertisers with marketing leads – contact information from people who have signed up to hear from a specific brand. Because Pontiflex is transparent, advertisers can track where leads are coming from and optimize campaigns based on which publishers produce the right audiences for their brands.

Advertisers have used these marketing leads in a variety of ways this year. According to the Pontiflex CPL Report, the majority of major brands have used CPL to drive engagement to brand and/or community sites. The second most popular use for marketing leads has been e-newsletters with deals or special offers.

Pontiflex’s growth is in line with the growth of performance-based advertising, which, according to the IAB, represented approximately 58 percent of 2009 second quarter revenues, up from the 54 percent reported in the second quarter of 2008.

The opportunity for further growth in performance-based marketing is evident from a recent Harris Interactive survey that showed that acquiring email addresses from consumers is the first step toward building a brand’s social networking community. The survey found that 85% of online adults said they would be willing to provide their email address to brands/companies they trust to receive special offers or more information, while only 12% of online adults are willing to share social networking information. Performance advertising offers social marketers a cost-effective way of acquiring the email addresses of interested consumers and build a relationship with them, before engaging them on social networking sites.

Since Pontiflex is open, advertisers can run display banners across the entire CPL market. In order to monetize untapped revenue streams, increase eCPMs and up-sell CPM advertisements, several publishers have signed up to Pontiflex AdLeads to connect with performance media dollars. Publishers that support Pontiflex CPL campaigns include Monster.com, Boston.com, Orbitz.com, LifeScript, LiveStrong.com, Babycenter.com, Demand Media, PlanningFamily.com, Careerbuilder.com and AdMob among many others.

For more information and to download case studies from Pontiflex’s Fortune 500 customers, visit http://www.pontiflex.com

About Pontiflex AdLeads:
Pontiflex AdLeads offers advertisers a single point of connection to the entire performance advertising market. Through Pontiflex, advertisers can run ads on websites, social networks and mobile apps, and connect to the right people no matter where they are. Pontiflex enables advertisers to run ads on a Cost-per-Lead (CPL) pricing model. Advertisers pay only for people that have signed up for their advertisements, and not for wasted clicks or impressions.

Advertisers engage acquired consumers in a variety of ways. Examples of engagement vehicles include the Barack Obama Presidential Campaign e-newsletter, the Graco Nation community site and the Kimberly–Clark HUGGIES “Enjoy the Ride” loyalty program.

Contact:
Kimberly Dixon (Horn Group, Inc.)
646.202.9775
kdixon (at) horngroup.com

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