Pontiflex’s Zephrin Lasker on the Latin Mobile Platform Launch

The Latin mobile advertising market is on a roll. Mobile marketing firm Pontiflex just announced that it is introducing a new Spanish-language mobile advertising platform to connect with Spanish-speakers in the U.S. and around the world.

There is substantial venture capital money behind the development of the mobile advertising sector (see this recent article in Paidcontent and Portada’s about Latin mobile companies in particular). Pontiflex is no exception: It recently completed a $14 million financing round from investors including RRE as well as New Atlantic Ventures.

Portada talked to Zephrin Lasker (photo), CEO and Co-founder,of Pontiflex (photo) about his new product offering and about the mobile advertising market in general.

Lasker tells Portada that Pontiflex, which has offices in New York, San Francisco and Bangalore (India) specializes in delivering mobile sign up ads using the CPL model (Click Per Lead).  According to Lasker mobile banner ads get a very high level of accidental clicks, while sign up forms clearly are filled out intentionally. That is one of the reasons why the prices of sign up ads ,which are mostly delivered over sponsored applications, are relatively high. According to Lasker prices range between .50 cents to $2 per lead (which translate to effective CPMs of $5-$20).  The price depends on the level of targeting (e.g. a campaign geotargeting ads to a specific region will increase costs).

Currently Pontiflex delivers more than 150,000 sign ups per day to its advertisers. Pontiflex shares revenues with application developers. Most of the sign ups are delivered over free applications. According to Lasker it makes sense to keep the applications free and let the app developers make money over the advertising (sign up form sponsorships). Pontiflex advertising is distributed over thousand of applications mostly free games apps, news apps as well as music sharing apps. Pontiflex advertisers spread over all categories with emphasis on regional franchise as well as retail, Travel, Financial, family baby, CPGs.

“We will partner with anyone who can give distribution into their applications”, Lasker notes. “Most of the time spent is still spent on mobile apps, not the mobile enabled web,” Lasker adds.  Compared to the mobile enabled web, sponsorship of applications also have the advantage that they help to target the advertising (e.g. an application about traveling or an app calculating mortgages).

Expanding in the Spanish-speaking world

Pontiflex is making an effort to internationalize its offerings. Particularly in the Spanish-speaking world. “Our system has the ability to automatically recognize the language of the phone and display ad content in the appropriate language. Any user that has his phone set to Spanish as primary language will get Spanish-language ads,” Lasker says.

 “We have a significant volume of sign ups in Spanish and we are looking to increase our pool of advertisers,” Lasker adds. Approximately 10% of Pontiflex network users are outside the U.S., many of them in the Spanish and Portuguese speaking world. “We are realizing that the Hispanic market is very mobile savvy”, says Lasker.  Spain, Mexico and Korea are the leaders in Pontiflex’s international forays. Advertisers in the Spanish-language world include Spain’s Seleqto, an online marketplace for gourmet items, and   Club Cupon, a daily deals site in Argentina.

Portada’s Hispanic  Mobile Marketing Forum, NYC, Sept. 19

The Hispanic mobile advertising market is on a roll. That is why Portada is dedicating a full event, the Hispanic Mobile Marketing Forum in New York City on Sept. 19, to provide a clear understanding to marketer, agencies and media executives of the opportunities and challenges going of this rapidly expanding sector.

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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.


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