One, it’s implemented “docked” ad units that stick on the page as a user scrolls down. Two, it’s only loading ads when they come in view. Finally, it looked at the site templates themselves and rearranged ads on the site where they’d get the highest viewability.
Adding Data To The Engagement Equation
Meredith’s improvements to Better Homes and Gardens’ site is one part of how it’s trying to improve engagement for advertisers. Another is context. Meredith is pairing up its engagement-focused advertising tech with its first-party data to create the kind of ads its 70 million readers want to see.
“Integrating brand messaging into our trusted conversations with [readers] is something no network is able to do,” Rothschild said.
For instance, if Meredith is working with a food brand, it can use its first-party data to understand what ingredients an individual consumer might need, and when or how often they prepare certain foods.
Meredith will use that information to create different types of custom content – like health-focused executions for Eating Well and a family-friendly one for Parents. Although many of these programs focus on driving awareness, Meredith can track consumers all the way through the purchase funnel to what Meredith can count as a conversion: saving a recipe.
Advertisers buying custom ad campaigns through Meredith often augment those programs with programmatic buys. Holistic programs “take advertisers from non-traditional media or content creation all the way down to promoting access to that content, and traditional IAB standard units [bought] programmatically,” Rothschild said.
With the refresh of Better Homes and Gardens, advertisers buying custom content will see their native and video ad units distributed in an environment friendlier to users and advertisers. Meredith plans to update its Parents and Shape websites in the near future.
“This will continue to be a trend,” Wilson said, summing up Meredith’s plans: “Focusing the user experience around mobile and improving ad product integration.”