SOURCE: Pontiflex Inc.

Pontiflex Inc.

September 15, 2010 09:45 ET

ParentingWeekly Generates New Advertising Revenue With Pontiflex

Leading Online Parenting Support Publisher Leverages Sign-Up Ads to Achieve eCPMs of $31 on Previously Un-Monetized Areas of Site

BROOKLYN, NY--(Marketwire - September 15, 2010) -  Pontiflex Inc., a startup company that connects brand marketers with the right people to make advertising relevant, today announced that ParentingWeekly, the leading online destination for expecting and new parents, is using Pontiflex's publisher monetization technology to drive new revenue opportunities on its website. Using the Pontiflex platform to deliver sign-up ads, ParentingWeekly has effectively monetized previously untapped areas of its site without sacrificing user experience -- a crucial factor in keeping its visitors loyal and engaged. 

ParentingWeekly maintains a community of more than 1.9 million new and expectant mothers, fathers and grandparents (more than 600,000 site visitors per month), all of whom are looking to gain expert advice and connect with other parents. To successfully generate revenue from online advertising, the publisher requires that its users are provided with ads that don't detract from their site experience, remaining engaged throughout the visit without being directed elsewhere online. 

After considering multiple online ad options including display ad networks and video advertising, ParentingWeekly turned to Pontiflex and its sign-up ad technology. With Pontiflex, users sign up for information directly within the ad, while staying on the ParentingWeekly site as part of a seamless experience. ParentingWeekly runs the ads on registration "Thank You" pages, sweepstakes sections and on its "Steals and Deals" page, enabling its user base to interact with relevant ads -- in a completely transparent way -- and receive additional information on the products and brands that interest them. As a result of the partnership, ParentingWeekly has seen a significant increase in its advertising revenue, with eCPMs of over $31 across all Pontiflex placements. In addition, the site is able to leverage Pontiflex's detailed reporting capabilities to gain valuable insight into which sections of its site are receiving the most user interaction. 

"We were looking for a way of monetizing our audience without sacrificing user experience," said Marlyss Bird, program manager at ParentingWeekly. "It was of utmost importance that the advertising on our site keeps people engaged. With Pontiflex, we have been able to effectively monetize our site in a way that is completely non-disruptive to our content and our users' experience, while taking advantage of significant opportunities to increase revenue." 

"In a market where publishers are seeing steadily declining returns on traditional methods of display advertising, many are looking for new and innovative ways to maximize revenue opportunities from all areas of their sites," said Zephrin Lasker, co-founder and CEO, Pontiflex. "It's just common sense that the kinds of ads that will drive the most revenue are those that keep the users engaged and on the site. ParentingWeekly understands this, and is reaping considerable business benefits as a result." 

About ParentingWeekly
ParentingWeekly is the leading online destination for expecting and new parents, focused exclusively on preconception, pregnancy and early childhood. Influential parents and parents-to-be turn to ParentingWeekly as their trusted resource for weekly information on the exciting changes to their body and baby.

About Pontiflex
Pontiflex is the industry's leading e-mail and social acquisition platform. Pontiflex's patent-pending technology makes advertising relevant by connecting people to the brands that matter to them. Pontiflex lets people sign up for ads on websites, social media apps and blogs and get deals and information from brands and organizations that they like. Advertisers only pay for sign ups -- the actual data from people who have chosen to hear from them. Be it moms who sign up for the Kimberly-Clark HUGGIES "Enjoy the Ride" Loyalty Program, pet lovers who sign up to help save animals with ASPCA, or shoppers who sign up to get fashion insider information from Tommy Hilfiger, millions of people use Pontiflex every day to receive the right ads from their favorite brands and organizations.

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