Company: PlanningFamily.com
Contact: Noah Anderson, President and CEO
Location: Costa Mesa, Calif.
Industry: Online Publishing
Annual revenue: $5,000,000
Number of employees: 10
Quick Read
PlanningFamily.com President and CEO Noah Anderson knew his site offered a strong value proposition for advertisers, but convincing them to advertise on his site on a cost-per-thousand (CPM) basis, without any guarantee of clicks... in this economy? Well, that was another story.
So Anderson introduced a new performance-based program: Advertisers pay only for the real leads they receive, thereby diminishing the risk of advertising on his site.
This approach allowed PlanningFamily to connect with a new advertiser base, and over the past year the company's ad revenues have doubled as a result.
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How the CPL introduction program did not cannibalize the actual CPM program? What was the incentive to move an happy CPL advertiser to a CPM based cost model?