Pontiflex Grows Customer Base By 297 Percent as Fortune 500 Brands, National Nonprofits Adopt Cost-per-Lead Advertising

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Companies Using Pontiflex AdLeads™ Include Tommy Hilfiger, Johnson & Johnson, WECanSolveIt, UNICEF, Graco, Blockbuster and ASPCA; Pontiflex CPL Summit to Bring Together Key Industry Analysts, Brand Marketers and Media

With CPL, we can be brand-focused and deliver ROI.

Pontiflex, the industry’s first open and transparent Cost-per-Lead (CPL) marketplace, announced today that its client base has grown by 297 percent from January 2009 to January 2010. This explosive growth in new business resulted from the rapid adoption of CPL advertising by well-known advertisers and publishers. The company tripled its revenue in the same time period.

Since Pontiflex revolutionized the CPL market by being the first technology to offer full transparency, leading Fortune 500 advertisers and national nonprofits have adopted Cost-per-Lead marketing. These include advertisers across all industry sectors such as Graco, WeCanSolveIt, Tommy Hilfiger, Johnson & Johnson, Blockbuster, ShareBuilder and ASPCA.

Seventy-five percent of advertisers using CPL renewed their campaigns, demonstrating that brands are seeing tremendous value in the cost-effectiveness of CPL advertising, as it enables them to connect with real people interested in their products.

“The movement to CPL is huge,” says Michael Wunsch, Vice President, Media & Strategy at Leapfrog Interactive. “With CPL, we can be brand-focused and deliver ROI.”

The growth of CPL advertising has also been driven by the increase in availability of premium inventory. A greater number of premium publishers have diversified their inventory mix to include performance-based options. Publishers that have adopted the CPL pricing model include Monster.com, Boston.com, EducationWorld.com, BabySpot.com, HealthCastle.com, PlanningFamily.com and Schurz Communications, an industry leading group of local newspaper, radio and TV sites.

“With CPL advertising, we are able to monetize untapped real estate on our Website,” said Noah Andersen, President and CEO, PlanningFamily.com. “We are also able to prove to advertisers that we have the right audience for them and upsell them our banner and newsletter CPM offerings.”

“Our belief in transparency has been validated,” said Zephrin Lasker, CEO and Co-founder of Pontiflex. “2009 will go down as the year when CPL evolved from a direct response to a real option for brands. We saw more and more brand marketers using CPL to connect with motivated people and then engage them through email, brand communities and social networks.”

In January 2010, Pontiflex released its second quarterly CPL Report, which found a 31 percent increase in the overall price of basic marketing leads from Q3 to Q4 2009. The rise in the cost of marketing leads can be attributed to an increase in the number of premium content publishers that have diversified their media offering to include CPL advertising. Publishers are increasingly turning to CPL to prove their audience to advertisers and expand inventory.

Pontiflex will bring together brand marketers, venture capitalists and analysts on April 1 for its second annual CPL Summit, taking place at the historic Explorers Club in New York City. Industry leaders from Johnson & Johnson, Tommy Hilfiger, ASPCA and Ferrara & Company (agency of record for Heinz) will discuss how they are using CPL to run accountable social marketing campaigns. Imran Khan of JP Morgan will present a keynote on the state of online advertising. Those interested in attending should RSVP early to ensure a seat: http://www.pontiflex.com/cplsummit/

About Pontiflex
Pontiflex 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 phones, 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.

Kimberly Dixon (Horn Group, Inc.)


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