Meredith Corporation partnered with LiveIntent to test native advertising campaigns in their email marketing program. The result? The native ad unit drove a 35% higher engagement rate for Kraft, while having no material impact on Meredith’s reader engagement rates.
Effect On Content Engagement
Increased Operational & Trafficking Ease
Publisher to Bring Dynamic Native Advertising to Email
The Power of Native Advertising
Meredith Corporation, one of the nation’s leading media and marketing companies serving 100 million American women, wanted to test out Native campaigns in their email marketing program given their success with Native placements on their websites. However, Meredith wanted to ensure that a Native unit did not interfere with reader engagement rates.
Extend Native Ad Campaigns & Amplify Ad Partners
Using Native ad units powered by LiveIntent, Meredith served and optimized ads for Kraft Foods in their Recipe.com newsletter for two weeks.
Meredith successfully served and optimized 6 ads highlighting Kraft’s recipe content. Due to the nature of the ad units, the campaign required no hardcoding and could be set-up far in advance of going live using the LiveIntent platform.
In all, the Native ad unit drove a 35% higher engagement rate for Kraft, while having no material impact on Meredith’s reader engagement rates.