BabyCenter.com Ad Strategy

In 2006, BabyCenter, the Web’s #1 global interactive parenting networking, was in the process of redesigning their Web site and making it more “Web 2.0 friendly.” However, they were concerned that their net advertising revenue could decrease due to the change in advertising units. Native Instinct was brought in to do a strategic analysis of past and proposed new ad products and recommend the appropriate ad products to ensure increased revenue.

First we performed an analysis of the current ad products and revenue, compared to the new design. Then we performed an audit of best practices from competing and complimentary sites. Then we made recommendations about the new ad layout, and created several financial scenarios that showed the trade-offs between various approaches. Working with BabyCenter, we came up with an approach that created the right balance between maintaining revenue and avoiding the placement of intrusive ads into the BabyCenter experience. BabyCenter moved forward with our recommendations and continues to be the #1 parenting site in the U.S.