Case Study: eDiets
Over a period of 13 months, Audience Extend resulted in a 518% revenue lift for eDiets.com. By simply implementing our behavioral pixel, eDiets.com is able to generate incremental revenue without incremental work or inventory.
As an added benefit, eDiets.com also receives a monthly report with a number of data points collected from their visitors, including a record of where they were seen across our network. This valuable data helps eDiets.com better understand the behavior of the site's visitors, enhancing their own marketing efforts.
Executive Summary
eDiets.com is ranked number two among the top diet websites on the Internet. The millions of unique visitors the site reaches each month are a key target audience for advertisers seeking a piece of the approximately $46 billion weight loss industry in the U.S. And with behaviorally targeted advertising projected to comprise nearly 21% of total online media purchases this year, publishers like eDiets.com stand to earn a significant amount of additional revenue through behavioral targeting solutions such as Audience Extend.
Testimonial
"Advertising.com has been a wonderful revenue generating stream. They continue to provide us with new and innovative solutions, such as their Audience Extend behavioral program. This program was simple to implement and the additional revenue has been much more than anticipated. We also receive useful visitor data reports from participating in the program."
Gina Balcom, Director of Advertising Sales, eDiets.com
Products / Solutions Used
- Display Program
- Behavioral Program
Objectives
eDiets.com signed on as part of Advertising.com's display network, which enabled them to monetize all of their available advertising inventory.
Strategy
To capitalize on the millions of potential dieters who visit their site, eDiets.com signed on as part of Advertising.com's display network, which enabled them to monetize all of their available advertising inventory. Two months later, eDiets.com joined Audience Extend, a program that allows publishers to continue earning revenue on visitors after they leave the confines of their website. Audience Extend works by tracking the behavior of eDiets.com's users through an anonymous pixel placed on their website. Targeted ads are served to these users while they are browsing other sites in the Advertising.com network. By allowing us to target their audience, eDiets.com makes 40% of the net revenue earned as a result of these ads.
The fact that our network spans 84.1% of the Internet means that we reach virtually every eDiets.com user, which translates into a significant source of revenue for the website.