Pontiflex, CPL Advertising Grow Fast in Tough Economy

Advertisers Adopting Cost-Per-Lead Model for Higher ROI
NEW YORK--(Business Wire)--
In tough economic times, advertisers are adopting transparent
Cost-Per-Lead (CPL) advertising campaigns in increasing numbers.
Pontiflex, the industry's first open and transparent CPL market, has
seen record growth, expanding the advertiser lead universe by 300%
from 17 million leads across 12 industry categories to 51 million
leads across 21 industry categories in five months.

New Pontiflex clients include Reynolds Handi-Vac, Designer Linen
Outlet, Travel Nevada, New Egg, Lumineers, iGuard and critically
acclaimed documentary IO USA, as well as advertising agencies True
North, Mullen and RUF. Advertisers and agencies are using Pontiflex
AdLeads to set up, manage and optimize CPL campaigns from a single
point of connection.

"There are two factors driving this growth," said Zephrin Lasker,
CEO and Co-founder Pontiflex. "The first is that Cost-Per-Lead
advertising allows advertisers to pay only for leads - and not for
impressions and clicks that might never convert. Secondly, we have
made it very easy for advertisers to run CPL campaigns. Running a CPL
campaign with Pontiflex AdLeads is as simple as running a search
engine marketing campaign, and even more effective."

Online lead generation has traditionally been associated with
generic, re-sold sales leads. However, with Pontiflex advertisers
generate marketing leads, which are unique to their particular
campaign and are never re-sold. Advertisers can then use these
marketing leads to remarket to their consumers - building e-newsletter
lists, catalog lists, community sites, reward programs and other
member acquisition programs.

"CPL does a far better job than CPM or CPC when it comes to
increasing ROI," said Kurt Homfelt, CEO, Dunhill Vacations, which is
ranked by Hitwise as the fastest growing travel website. "What's more,
because Pontiflex is transparent, we can select individual publishers
based on our campaign goals. With leads from Pontiflex, our engagement
level with our subscriber base has increased by more than 35 percent."

The customer growth is consistent with a 2007 IAB PWC Internet
advertising report, which showed that advertiser spend on performance
based advertising was greater than that on CPM advertising for the
first time. According to IDC, CPL is the fastest growing segment of
online advertising with 71 percent growth annually.

Pontiflex raised $2.5M in Series A funding in April 2008 from
leading venture capital funds New Atlantic Ventures (www.navfund.com)
and Greenhill SAVP (www.gsavp.com).

To view a demo of Pontiflex AdLeads and to read a case study of
how a travel website used Pontiflex Adleads to increase its newsletter
base quickly and easily, please visit the Pontiflex CPL Blog.

About Pontiflex

Pontiflex is the first open and transparent cost per lead (CPL)
market. Advertisers connect to interested consumers through Pontiflex
and pay only for brand-specific marketing leads, not just clicks or
impressions that might never convert. Pontiflex AdLeads offers
publishers, advertisers and agencies a single point of connection for
CPL media buying, management and optimization.

Because Pontiflex AdLeads is open, advertisers and publishers can
use manage all of their campaigns (even those not generated through
Pontiflex) for no charge. Because Pontiflex AdLeads is transparent,
advertisers can optimize campaigns by mapping leads to their sources
and increase returns even further.

Advertisers use Pontiflex to generate marketing leads for their
newsletters, direct marketing campaigns, member loyalty programs and
vendor-specific sales efforts. Pontiflex is proudly backed by New
Atlantic Ventures and Greenhill SAVP.

For More Information
Horn Group, Inc
Leo Tignini, 646-202-9760
ltignini@horngroup.com

Copyright Business Wire 2008