Harvard Business Review
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Challenge
Harvard Business Review – a well recognized business journal – sought to introduce new steams of revenue by introducing an online advertising program on HBR.com. However, HBR lacked an online ad sales team that understood the internet marketplace. In addition, HBR did not have any ad serving and reporting capabilities that are required to be an online publisher. Technical resources were limited- and print advertisers were demanding and integrated marketing program with visibility in both the magazine and online at HBR.com.
Solution
EyeTraffic Media recruited six advertising networks – and carefully evaluated their capabilities towards supporting HBR. Once the final selection for an ad network was made – a strategic site ad placement plan was introduced to accommodate advertising placements inside the current site architecture without impacting content – nor diluting the HBR brand.
Results
The partnered ad network established an immediate pipeline of prospective site advertisers that HBR reviewed and approved. The entire ad placement availability for 2006 was fulfilled within weeks of launching the campaign. The program averages $25k – $35k of revenue per month – and now other Harvard Business School Publishing site properties are considering similar ad network offerings to capitalize on the revenue generation opportunity.
