SOURCE: Pontiflex


January 20, 2010 10:30 ET

Pontiflex CPL Report Reveals Nearly 50% of Advertisers Use CPL Advertising to Build Brand Social/Community Sites

Overall Price of Basic Marketing Leads Increases by 31% Due to Increase in Premium Inventory; Study Includes Data From CPL Campaigns for BlackBerry, Tommy Hilfiger, the ASPCA, Kimberly-Clark and Many Others

BROOKLYN, NY--(Marketwire - January 20, 2010) - Pontiflex, the industry's first open and transparent Cost-per-Lead (CPL) marketplace, today released the second quarterly Pontiflex CPL Report -- a benchmark study measuring how advertisers used marketing leads in Q3 and Q4 of 2009 and how Cost-per-Lead prices varied based on industry sector and the type of information being collected.

A marketing lead consists of the basic contact information of a consumer such as first name, last name and email address -- similar to the information collected off a landing page for a banner or search campaign. The key difference is that in a marketing lead campaign, the advertiser pays only for a sign-up.

The second edition of the Pontiflex CPL Report found a 31 percent increase in the overall price of basic marketing leads. This increase can directly be attributed to an increase in the number of premium publishers offering Cost-per-Lead (CPL) offerings. Among others, these publishers included, and Demand Media.

Additionally, The Pontiflex CPL Report found that nearly half of the advertisers researched used marketing leads to drive consumers to social/community sites. Advertisers also used marketing leads acquired through Cost-per-Lead campaigns to fuel e-newsletter and member acquisition programs. In the second half of 2009, advertisers that adopted CPL advertising to build out consumer engagement programs include Kimberly-Clark, Hewlett-Packard/Snapfish, Tommy Hilfiger and the ASPCA.

"Because we are open, we are able to measure and analyze data across the entire CPL market," said Zephrin Lasker, CEO and Co-founder, Pontiflex. "The report clearly shows how the online advertising industry is focused on delivering tangible returns -- even for newer media vehicles like social marketing. We hope advertisers and publishers across all industry sectors find this data useful."

The Pontiflex CPL Report divides leads into two categories, based on the fields collected by marketers:

--  Basic fields: Includes first name, last name, email address and
    postal address fields.
--  Premium fields: Includes more detailed information like telephone
    number, Twitter handle, custom questions and geo-targeted information.

Key Findings from Pontiflex CPL Benchmark Study:

--  In Q3 2009, 43% of advertisers used CPL advertising to communicate
    with their audience through social media; in Q4 2009 that number grew to
--  From Q3 2009 to Q4 2009, the cost of a lead containing the basic
    contact information of a consumer increased by 31%.
--  Premium fields in the entertainment vertical had the highest price at
    an average of $3.00 per lead. Health leads came in second at $2.70 per
    lead. Premium fields in the Market Research vertical had the lowest price
    at an average of $0.52 per lead.
--  Basic fields in the Non-profit/Advocacy vertical had the highest
    price at an average of $1.33 per lead. Basic fields in the Market Research
    vertical had the lowest price at an average of $0.40 per lead.

To read the Pontiflex CPL Report in full, download the document at:

About the Pontiflex CPL Benchmark Study/Methodology

The Pontiflex CPL Benchmark Study was compiled for the time period July 1, 2009 - December 31, 2009 across a sample of 807 publisher Websites. The leads for campaigns included in the report were non-incentivized, opt-in and purchased on a Cost-per-Lead pricing model. The consumer sample includes adults 18+ in age who live in North America. The lead data in this report does not account for the recent adoption of CPL advertising by emerging media. Please note that the CPL for these media may be higher or lower than the data included in the report depending on intent, content and media type.

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 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.