LiveIntent & Techlicious Case Study EEC
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Transcript of LiveIntent & Techlicious Case Study EEC
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Growing your Business through Subscribers &
Advertising in Email
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LiveIntent is the real-time platform for delivering geo, device and time-optimized display ads within email newsletters, alerts and notifications - at the time of open. We make it easy for publishers to monetize their newsletters and for advertisers and agencies to reach targeted consumers through an exchange/SSP model.
LiveIntent is NOT an ESP or List Manager - We do not send email.
What is LiveIntent?
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One Email, Dynamic Experience
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Legitimate email usage is far larger than social media, total searches, and even total internet page views combined.
2.9 billion accounts
188 billion messages / day
The Value of Email
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Average View-time
TV Commercials
Display in Email
Radio Commercials
Online Display
30 seconds
28.3 seconds
20 seconds
8 seconds
Average view-time in email is comparable to
commercials on TV, but is way more measurable
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User Profile
CHANNEL USERS
Search Intenders, but not necessarily discoverers
Web Casual visitors, browsers
EmailSubscribersOpenersClickers
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An email subscriber is the best to acquire
Signed up
Opted in
Clicked on email
client
Scanned Inbox
Clicked on
YOUR message
Read it!
With Intent &
Attention!
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• +1000s of newsletters
• +750 million email opens
• .26% avg CTR
• 7.79% avg CCR
• 16% avg CCR for email submissions
• 12.6% HHI > $150K
• iPhone is the top browser for 21-34 year olds
• iPads most popular 35-64 year olds
• Zero Complaints
Across the LiveIntent Exchange
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About TechliciousLiveIntent client since July 2011
The voice for women in consumer technology
• Highly engaged audience• Syndication with
MSNBC/Today & others• Premium sponsors
Goal: Replicate DailyCandy model with Techlicious Daily newsletter
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ChallengesCHALLENGE #1
Increase daily newsletter subscribers from 8,000 to 25,000+Budget: $50,000/COA target <$2.50
Strategy: Lead generation through CPM/CPC/CPA campaigns,
Barter agreements, Content syndication
CHALLENGE #2
Monetize unsold newsletter ad inventoryStrategy: Maximize CPM while maintaining high standards for
Techlicious brand
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Results: Subscriber Growth
From July to Oct ’11, grew list to +33,000 subscribers
Cost: Blended COA of $1.95
Jun Jul Aug Sep Oct0
5000
10000
15000
20000
25000
30000
35000
40000
But not all channels deliver
equal results!
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Results: Cost per SubscriberCPA channels were significantly cheaper than CPM/CPC channels
Barter CPA channels Direct ad placement
Facebook Google Adwords$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$0.00$2.50
$3.85$6.33
$61.32
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Results: LiveIntentNot all leads are created equal
LiveIntent had
• fewer spam complaints
• much better engagement
• higher income leads
Percent of total subscribers
Channel Bad addresses / spam complaints Unsubscribes 5 Star
subscribersHHI
>$150k
LiveIntent 2.7% 19.9% 11.4% 22.7%
CPA 1 3.3% 22.2% 5.0% 4.5%
CPA 2 6.1% 25.9% 4.6% 2.9%
CPA 3 4.2% 16.7% 4.3% 2.4%
CPA 4 13.0% 26.0% 2.9% n/a
CPA 5 3.6% 18.1% 2.6% 1.5%
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Results: Inventory MonetizationImplemented 300x600 ad unit with LiveIntent
For the period Nov ‘11 – Jan ’12:
• Avg CTR: 1.9% (display avg .08%)
• Avg CCR: 25.7%
• Avg eCPM: $10.21
eCPM is lower than our standard rate, but it works out well for us as a solution for unsold inventory.
Ad content is excellent match for our audience
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If you want to be like Techlicious and build your business with LiveIntent…
Launch1
Learn2
Scale3
How it works