The Pontiflex CPL Market


Published on

The Pontiflex CPL Market

Published in: Business, Economy & Finance
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • The Pontiflex CPL Market

    1. 1. Connect Once™ [email_address]
    2. 2. about pontiflex Employees & Offices 20 employees; Brooklyn, New York & Pune, India Executive Team Involved in online advertising since its inception; Leadership roles at Amazon, IBM and Ogilvy About Pontiflex Industry’s first open and transparent cost-per-lead (CPL) market Progress Explosive Revenue Growth; Major Clients: Obama Campaign, UNICEF, eFax.
    3. 3. evolution of online advertising <ul><li>Industries need enabling technologies to flourish </li></ul>CPL Lead Generation Search CPC Banner CPM
    4. 4. online advertising marketplace <ul><li>Redirected Ads </li></ul><ul><ul><li>User redirected to advertiser site </li></ul></ul><ul><ul><li>Advertiser collects data </li></ul></ul><ul><ul><ul><li>Display Banners </li></ul></ul></ul><ul><ul><ul><li>Search </li></ul></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul>Banner ad unit Advertiser sign up form Search ad unit Publisher Advertiser Publisher sign up form <ul><li>Lead generation ads </li></ul><ul><ul><li>Publisher collects data </li></ul></ul><ul><ul><li>Publisher sends data to advertiser </li></ul></ul><ul><ul><ul><li>Co-registration </li></ul></ul></ul><ul><ul><ul><li>AdUnit X Banners </li></ul></ul></ul><ul><ul><ul><li>Lead Generation </li></ul></ul></ul>Click here for more info on Fidelity Funds
    5. 5. two types of leads <ul><ul><li>Sales leads </li></ul></ul><ul><ul><ul><li>Narrow set of verticals: mortgage, debt, insurance </li></ul></ul></ul><ul><ul><ul><li>Generic leads, not brand-specific to Advertiser </li></ul></ul></ul><ul><ul><ul><ul><li>Can be sold to anyone, more than once </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Low volume, high price </li></ul></ul></ul></ul><ul><ul><ul><ul><li>High cost, labor intensive to close (telesales) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Data transfer burden is relatively light </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Typical lead: $80K HHI, FICO 705, zip 10005 </li></ul></ul></ul></ul><ul><ul><li>Marketing leads </li></ul></ul><ul><ul><ul><li>Broader set of verticals, growing </li></ul></ul></ul><ul><ul><ul><li>Specific to Advertiser’s brand </li></ul></ul></ul><ul><ul><ul><ul><li>Can only be sold once </li></ul></ul></ul></ul><ul><ul><ul><ul><li>High volume, lower price </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Capital intensive to close (remarketing) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Data transfer burden is high </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Typical lead: [email_address] , joe blogg, 11231 </li></ul></ul></ul></ul>
    6. 6. exploding demand for lead generation <ul><li>Market dynamics </li></ul><ul><li>Online ad growth: 37% </li></ul><ul><li>Lead Gen growth: 71% </li></ul><ul><ul><li>Fastest growing segment </li></ul></ul><ul><ul><li>2007 revenue $2bn </li></ul></ul><ul><li>Business dynamics </li></ul><ul><li>Increasing spend online </li></ul><ul><li>Pay for performance </li></ul>“ We believe that the online lead generation market will continue to grow rapidly representing an interesting investment and acquisition opportunity.”
    7. 7. market segmentation Existing ~$2BN <ul><li>New: create new demand </li></ul><ul><li>- Take from CPM/CPC </li></ul><ul><li>- Huge potential </li></ul><ul><li>- Slower to find </li></ul><ul><li>- Longer sales cycle </li></ul><ul><li>Existing: serve existing demand </li></ul><ul><li>- CPL market </li></ul><ul><li>- Smaller average size </li></ul><ul><li>- Easy to find </li></ul><ul><li>- Short sales cycle </li></ul><ul><li>$70BN offline Direct Marketing market moving online </li></ul>~$10BN CPL CPM CPC What % of all internet advertising is spent to generate leads?
    8. 8. industry pain points <ul><li>Pay-for-performance </li></ul><ul><li>ROI-effective, qualified! </li></ul><ul><li>Larger potential market </li></ul><ul><li>Easy incremental revenue </li></ul><ul><li>Less intrusive </li></ul>+ <ul><li>High-friction </li></ul><ul><li>Fragmented </li></ul><ul><li>Disparate standards </li></ul><ul><li>Underdeveloped </li></ul><ul><li>No enabling technology! </li></ul>-
    9. 9. pontiflex adleads™ <ul><li>First and Only Transparent Lead Generation Marketplace </li></ul><ul><li>Single point of Connection </li></ul><ul><ul><li>Media Planning </li></ul></ul><ul><ul><li>Campaign Setup </li></ul></ul><ul><ul><li>Reporting & Optimization </li></ul></ul><ul><ul><li>Follow-up Marketing </li></ul></ul><ul><li>Deploy marketing lead brand campaigns with CPL pricing models </li></ul>Generate Marketing Leads Cost-Effectively “ Pontiflex is the AdWords for Online Lead Generation” - Erik Simon, Marketing Manager, eFax
    10. 10. 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, “ 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
    11. 11. 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.”
    12. 12. summary <ul><li>Huge opportunity to define new segment </li></ul><ul><li>Macro forces are aligning to drive CPL growth </li></ul><ul><li>Great timing – Google grew fastest during last recession </li></ul>
    13. 13. <ul><li>Thank you! </li></ul>