ADOTAS β Mobile signup ad platform Pontiflex launched a self-service feature called AdLeads today. The new service, said Pontiflex CEO and co-founder Zephrin Lasker, is βthe next step after Google AdWords β a very analogous situation with us.β According to a release from the company, AdLeads allows businesses to create geotargeted signup campaigns for iPhone, iPad and Android devices, and according to Lasker, βIt takes anywhere from five to 20 minutes to build a campaign.β And because these are signup ads β while using an app, the user sees a notice on his or her mobile screen with an offer to which he or she can either opt into or decline β the advertiser pays when users actually sign up, which differs from a cost per click or cost per impression model and potentially (if not certainly) brings a more engaged kind of consumer to the business. The prospect of being able to create targeted ad campaigns in a self-serve model, within minutes, and with a possibly higher chance that youβre attracting users who want to know about your business, clearly has appeal for smaller businesses. In fact, Lasker said that since AdLeadsβ beta launch, βweβve had close to 500 inquiries.β
While AdLeads might appeal to SMBs, Lasker pointed out Pontiflex has βhad a few years to test this with major advertisers,β and βthat gives us a great model. The system is very good at guessing what you should spend and who your audience is.β After designating a budget and selectingΒ a business category, he said, βwhen you hit the βnextβ button, we have an algorithm that figures out what data youβll need for what apps.β And after the ad is completed, Lasker explained, βthe goal is to keep people in the app. Mobile apps [often] kick you out of the app and into a browser,β but he elaborated, βWeβre not particularly rich-media. Thereβs always a big βNo Thanksβ button. Always, the point was to be as minimally disruptive as possible.β
It sounds simple, but Lasker said his company operates from βthe idea that the user knows what they want and theyβll find it,β he said. βIf you ask people to tell you what they want, they will. Pull, based on what they want, instead of pushing something on them.β With the signup model, he said, βyouβre only going to [opt in] if youβre interested,β and he described the end result as βROI-positive.β