October 07, 2009 11:46 ET

Pontiflex Survey Shows 96% of Online Adults Sign-Up to Receive Promotions From Brands

Consumer Purchase Intent and Trust in Brands Increases With Permission-Based Marketing

NEW YORK, NY--(Marketwire - October 7, 2009) - A Pontiflex/Harris Interactive survey announced today showed that the vast majority of online adults will provide their email address to receive promotions from brands. According to the survey, 96% of online adults who have provided information online to receive special offers or more information from companies have provided their email address. Additionally, 73% of online adults said they would be more willing to make a purchase from a brand they have signed-up with and 68% are more likely to trust a brand they hear from often. These statistics, compiled jointly with Pontiflex, the industry's first transparent Cost-per-Lead (CPL) marketplace, provide evidence that purchase intent and trust is higher with permission-based marketing.

The survey also found that only 47% of online adults have intentionally clicked on ads on a Website, and 78% said they dislike having to leave their destination when they click on banner ads. These results mirror the decline in the effectiveness of banner advertisements over the past few years.

Key Findings from Harris Interactive Study:

--  96% of online adults who provided information online in the past year
    to receive special offers or more information from companies said they
    provided their email address
--  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
--  68% of online adults are more likely to trust a brand they hear from
    often and that offers them personalized deals or information online
--  73% of online adults said they would be more likely to make a purchase
    from a brand/company from which they have signed-up to receive special
    offers or more information from online as opposed to a brand that they have
    not signed up with
--  78%  of online adults said they dislike having to leave their
    destination when they click on a banner ad
--  47% of online adults said they have intentionally clicked on ads on a
    website
    

"Consumers are willing to opt-in to the right kinds of advertising if they're provided with relevant, actionable creative. It's a win-win situation because purchase intent and brand trust is higher with permission-based marketing," said Zephrin Lasker, CEO & Co-founder, Pontiflex. "The FTC has been saying all along that advertising should be transparent for the consumer. With this survey, we now know that advertising that transparent is not only good for the consumer, it's also more effective for the advertiser."

Pontiflex enables advertisers to run Cost-per-Lead (CPL) campaigns and acquire qualified marketing leads -- the contact information of a consumer who has opted in receive advertising about a product or service. According to eMarketer, "Cost-per-Lead advertising brings a new dimension to lead generation. Rather than turning to brokers of generic sales leads, marketers can entice consumers to opt in based on specific ads -- and pay only for valid sign-ups."

Harris Interactive Survey Methodology:

This survey was conducted online within the United States by Harris Interactive on behalf of Pontiflex, Inc. from September 2 to 4, 2009 among 2,064 adults ages 18 and older. The survey data are weighted to represent the online adult population. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact: pontiflexteam@horngroup.com

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.

Advertisers engage acquired consumers in a variety of ways. Examples of engagement vehicles include the 2008 Barack Obama Presidential Campaign e-newsletter, the Graco Nation community site and the Kimberly-Clark HUGGIES "Enjoy the Ride" loyalty program.