How ParentingWeekly Drove Online CPMs Over $30
Sign-up advertising service increases ad revenue and price.
Ad networks are an easy way for publishers to generate ancillary revenue online, but the ubiquity of those same ad networks is also driving down the price of online advertising. Geo- and demographic-targeting is all the rage, but forcing ads on readers who havenât requested them can alienate an audience quickly.
ParentingWeekly, a registration-based online destination for expecting parents with an audience of more than 1.9 million, has teamed with Pontiflex, an e-mail and social acquisition platform, to leverage its sign-up advertising technology.
Users are able to sign up directly within the ad, while staying on the ParentingWeekly site. The Pontiflex-enabled ads appear on the registration âthank youâ pages, sweepstakes sections and on the âSteals and Dealsâ page. Users can receive additional information on the products.
âWhen someone registers on ParentingWeekly, we provide a panel of different offers and the technology collects the data and sends it to the advertiser,â says Zephrin Lasker, co-founder and CEO of Pontiflex.
Participating Pontiflex advertisers include brands such as Kimblerly-Clark. Pontiflex operates on a cost-per-lead model. While it wonât reveal the range, Pontiflex pays the publisher for the lead, takes a markup on that, and then passes it along to the advertiser.
CPMs have since rise to $31 on ParentingWeekly. âThis is not displacing any existing placement, weâre treating this as âfound money,ââ says Bird.
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