That’s the focus of publication family Purch – which rebranded from TechMediaNetwork in April and whose owned and operated sites include TopTenREVIEWS, Tom’s Hardware, Tom’s IT Pro, Laptop and Connectedly.
“We believe the web has very much been used by marketers as a performance medium,” said CEO Greg Mason, who has been at the helm for the past 18 months. “They’re interested in how they can target consumer intent. With product reviews, we attract in-market and intent consumers, and there is a high value associated with that.”
Collectively, Purch’s sites attract 78 million monthly uniques according to comScore, focusing on technology and science content, and drive $1 billion in sales a year. With an audience so close to the point of purchase, Purch benefits from higher-than-average CPMs and strong affiliate relationships. Next up is is strengthening its in-site commerce operations and strengthening its programmatic selling.
Purch And Programmatic
About half of Purch’s revenue comes from display ads, less than a quarter of which are direct-sold, according to Mason, leaving programmatic with a big piece of the pie. Since Purch’s ads are shown so close to the end of a buyer’s purchasing process, “they’re more likely to click on ads, so consequently we get higher CPMs for those ads than a publisher that doesn’t have intent,” Mason said.