For recipe sites, the days leading up to Thanksgiving bring a rush of users searching for turkey-basting tips and instructions for making stuffing and pumpkin pie. In the coming weeks, the winter holidays will bolster traffic even more.
These audience surges represent an opportunity and challenge for publishers as they try to maximize yield. Sales and operations teams must make sure their direct-sold campaigns deliver while optimizing monetization through programmatic channels. Helpfully, demand surges along with supply during this period. This is Q4 after all.
AdExchanger spoke with Epicurious/Bon Appétit, AllRecipes, The New York Times and Food52 about how they monetize during America’s most food-focused holiday.
Epicurious and Bon Appétit (Condé Nast)
This Thanksgiving will be Epicurious and Bon Appétit’s first grouped together in Condé Nast’s Food Innovation Group, a newly formed entity that leverages the combined scale of the two publishers. The goal for the group, officially formed in October, is to give advertisers a one-stop shop, said Craig Kostelic, head of digital sales for the Food Innovation Group.
The two publications combined had about 10 million unduplicated cross-platform uniques in September, according to comScore. That combined scale means bigger RFPs, Kostelic said. Advertisers can extend campaigns further through the Food Innovation Group Shopper Network, a web of food sites that reached 47 million unduplicated cross-platform uniques in October, again per comScore.
Maximizing yield required organizational changes within the group.
“We created an associate planning director that is a gatekeeper," Kostelic said. This person keeps the sell-through rate “on point” and focuses on ad products and inventory, he said. “Having someone who had been a planner, and not a business director, is a huge step forward.”
Programmatic selling occurs on a corporate level across Condé Nast, not at the magazine level. “We use their expertise to figure out what makes sense for CPM floors based on what we’re seeing from a direct standpoint, in order to yield the most revenue we can,” Kostelic said. Read the rest of this entry »
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