pontiflex spotlight
TRANSCRIPT
CPL Advertising
5/11/2009
Increased Returns for AdvertisersIncreased Revenue for Publishers
Agenda
How the Online Advertising Market is Changing
How HUGGIES used CPL advertising for a branding campaign
How Trails.com used CPL advertising to increase online revenue
How the Online Advertising Market
is Changing
How the Online Advertising Market
is Changing
Market DynamicsThe Online Advertising Market is Growing
Source: eMarketer April 2009
Market DynamicsPerformance Advertising Growing at Expense of CPM Models
“It’s no secret that CPM advertising delivers poor returns”
“The Internet is more and more a Performance-driven model”
- Sam Parry Director of Online Membership & Activism, EDF
- Imran KhanManaging Director, J.P. Morgan
CPM, CPC, CPLAvailable Online Pricing Models
CPL is the Next Stage in Performance Marketing“CPC pricing models are a placeholder for CPL”
“CPL allows you to invest money where you drive results”
-Michael Wunsch Vice President, Media & Strategy, LeapFrog Interactive
- Daniel Taylor Senior Research Analyst
-Kate Johnson Personal Care Consumer Relationship Marketing Manager
“The movement to CPL is huge. With CPL, we can be brand focused and deliver ROI”
transparent CPL Advertising to deploy a branding campaign
transparent CPL Advertising to deploy a branding campaign
HowHowused
used
9
ACQUIREACQUIRE
HUGGIES Branding Campaign Three Stages
interested consumers
ENGAGEENGAGEwith email
BRANDBRANDin relevant ways
Acquired Interested Consumers Cost-Effectively
High ROI CPL Advertising
Also connect with the right
consumer
Open
– Scale easily
Transparent
– Knew where the offers were running
Multiple touchpoints
Weekly emails to database
Drove people to relevant destinations
– Promotions
– Youtube Videos
– Reward Programs
– Social Networking Widget Download Pages
Engaged Acquired Consumers
Branded in Relevant Ways
Directed users to pregnancy countdown widget
Widget embedded in variety of destination sites
Relevant content
HUGGIES stays in control of branding message
Increased ROI by over 50%
How Trails.com used CPL advertising
to increase online revenue
How Trails.com used CPL advertising
to increase online revenue
About Trails.com
Premier outdoor site
Over 1 MM unique visitors
Offered CPM advertising
Wanted to tap into advertiser demand for performance advertising
Signed on to Pontiflex AdLeads
Trails.com Increases Online Revenue
Connected with new advertisers
Monetized untapped revenue streams
– Registration path
– Evaluating AdUnit X banners
Pontiflex AdLeads is open
– Work with any and all advertisers – Complete control over ad revenue
Trails.com Increases Online Revenue
Automated Campaign Setup
– Save valuable tech resources
Automated Campaign Management
– IOs
– Reporting
– Creative Trafficking
– Data Transfer
“We are delighted with how easily CPL advertising has enabled us to maximize our online advertising revenue. We have transitioned all of our campaigns to Pontiflex.”
– Doug Colbeck, GM, Hillclimb Media
About Pontiflex
Explosive Revenue Growth; Major Clients: Obama Campaign, Kimberly Clark, eFax, Coldwater Creek, leapfrog Interactive and many others.
Industry’s first open and transparent cost-per-lead (CPL) market
20 employees; Brooklyn, New York & Pune, India
Involved in online advertising since its inception; Leadership roles at Amazon, IBM and Ogilvy
“One stop Shop for Lead Gen”
“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
Explosive demand for performance advertising
CPL Advertising at top of ROI hierarchy
Increased returns for brand and direct marketers
Increased revenue for publishers
Please feel free to call or email me:
Evan Adlman, Vice President, Strategic Development