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zephrin@pontiflex.com

about pontiflex

Employees & Offices

20 employees; Brooklyn, New York & Pune, India

Executive TeamInvolved in online advertising since its inception; Leadership roles at Amazon, IBM and Ogilvy

About PontiflexIndustry’s first open and transparent cost-per-lead (CPL) market

ProgressExplosive Revenue Growth; Major Clients: Obama Campaign, UNICEF, eFax.

evolution of online advertising

Industries need enabling technologies to flourish

CPLLead Generation

Search CPC

Banner CPM

online advertising marketplace

Redirected Ads User redirected to advertiser site Advertiser collects data

Display Banners Search Email

Banner ad unit Advertiser sign up form

Search ad unit

Publisher Advertiser

Publisher sign up form

Lead generation ads Publisher collects data Publisher sends data to advertiser

Co-registration AdUnit X Banners Lead Generation

Click here for more info on Fidelity Funds

two types of leads Sales leads

Narrow set of verticals: mortgage, debt, insurance Generic leads, not brand-specific to Advertiser

Can be sold to anyone, more than once Low volume, high price High cost, labor intensive to close (telesales) Data transfer burden is relatively light Typical lead: $80K HHI, FICO 705, zip 10005

Marketing leads Broader set of verticals, growing Specific to Advertiser’s brand

Can only be sold once High volume, lower price Capital intensive to close (remarketing) Data transfer burden is high Typical lead: joe@gmail.com, joe blogg, 11231

exploding demand for lead generation

Market dynamics Online ad growth: 37% Lead Gen growth: 71%

Fastest growing segment 2007 revenue $2bn

Business dynamics Increasing spend online Pay for performance

“We believe that the online lead generation market will continue to grow rapidly representing an interesting investment and acquisition opportunity.”

market segmentation

Existing~$2BN

New: create new demand- Take from CPM/CPC- Huge potential- Slower to find- Longer sales cycle

Existing: serve existing demand- CPL market- Smaller average size- Easy to find- Short sales cycle

$70BN offline Direct Marketing market moving online

~$10BN

CPL

CPMCPC

What % of all internet advertising is spent to generate leads?

industry pain points

- Pay-for-performance

- ROI-effective, qualified! - Larger potential market

- Easy incremental revenue

- Less intrusive

+ - High-friction

- Fragmented - Disparate standards - Underdeveloped

- No enabling technology!

-

pontiflex adleads™Generate Marketing Leads Cost-Effectively

First and Only Transparent Lead Generation Marketplace

Single point of Connection

Media Planning

Campaign Setup

Reporting & Optimization

Follow-up Marketing

Deploy marketing lead brand campaigns with CPL pricing models

“Pontiflex is the AdWords for Online Lead Generation” - Erik Simon, Marketing Manager, eFax

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, Care2.com

“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

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.”

summary

Huge opportunity to define new segment

Macro forces are aligning to drive CPL growth

Great timing – Google grew fastest during last recession

Thank you!