For this co-branded native ad product, we began at $6K sales value and built it up to $30-40K per campaign. I developed top-tier sales tools and a modular system to accommodate the varying content each brand would contribute.
Advertisers essentially “took over” a section of the website. We gathered relevant, instructive and/or inspiring content both from the advertiser and our own massive database.
• The “product” is essentially the website’s targeted (do-it-yourselfers) and substantial traffic.
• The site owns abundant content highly relevant to DIY advertisers.
• These are max 3- to 6-month campaigns, so longtail strategies that content-based sites like ours generally rely on won’t work.
• Advertisers with the most content (any combination of articles, photos, videos and/or community features), the least “salesy” content, and the best organized content had the best results.
Read more about this project here.
