LiveIntent Review for Publishers

LiveIntent Case Study

How Ebags Get 87% ROAS

Ebags is the online retailer of bags and accessories since 1999, and has sold over 35 million bags.

With the help of Liveinten to optimize their campaigns to their cost per acquisition ( CPA ) goals, finally, they can lower their bounce rate 7% and lower their CPA to 25%. Overall, Ebags can make 87% ROAS with the help of LIveintent.

Form dynamic ads, Dailysale Sees 140x ROAS

Dailysale is an e-commerce platform Founded in February 2020, that offers its customers 50-90% lower prices via email newsletter.

 They decided to invest in liveintent’s dynamic product ads to deliver daily deals catered to each of their readers. 

After 30 days, they get greater results than before. Dailysale saw the increase in their conversion rate become 10.6% and get 140X ROAS. now they can maximize their marketing newsletter by leveraging their dynamic product ads. 

Without adding more tags, Horoscope.com earns more add revenue

By delivering fun and positive content advice about relationship, career, finance, health and other topics to their audiences, horoscope.com able to engage over 20 million of their readers. 

The first time they partnered with Liveintent, they help to redesign their email templates and then updated their LiveTag configuration. 

As the results, they can increase their CPM to 44% and generated 55% more revenue only from their email newsletter

117% lift in conversion, Reader’s digest expand their audience’s engagement

Reader’s digest brings value to their audiences through a unique stream of content that inspires, informs and entertains. 

Working with Liveintent able to expand their audiences outside the graph, and combine third-party data to target their audiences.

Finally, they extended reach resulted in 117% lift in conversions, 20% lift in clicks and lower 70% eCPA

FAQ's

What are the LiveIntent publisher requirements?

LiveIntent requires that publishers have a minimum traffic requirement of 3 million monthly email impressions to apply. 

What is the LiveIntent offer type?

LiveIntent specializes in email monetization and offer a CPM revenue model to publishers. 

Editor's LiveIntent Review

LiveIntent is one of the first and largest email ad networks. Instead of focusing on the traditional on-site ads (such as 728x90 leaderboards and 300x250 rectangles), LiveIntent offers technology that allows publishers to inject display ads into their emails.

LiveIntent will send you a free sample of their email banner ad integration if you enter some basic information on their website.

The technology behind LiveIntent is relatively easy to implement and manage. LiveIntent uses static HTML tags to serve ads in email, so the integration into your email platform and templates should be pretty standard. Once tags are set up and integrated into your email templates, there should be minimal maintenance required and fill rates can be expected to approach 100%.

You likely won't need to change your email service provider (ESP) in order to utilize LiveIntent. The company has an alliance of ESPs with whom it works to enable relatively smooth implementation and troubleshooting. This alliance includes many of the big names, such as Silverpop and MailChimp.

LiveIntent can be used in two ways: to serve email ad campaigns sold directly to third parties or to backfill any unsold inventory via an ad network. The ability to serve email campaigns is a nice feature for anyone currently doing this manually--it's basically like having DFP (or a similar platform) for your email ad ops efforts.

Most users interested in LiveIntent, however, are likely in search of advertisers via the network.

In some respects, LiveIntent is a great ad network. You can expect to see very high fill rates from high quality advertisers. You'll also have some degree of control over you ad placements and be able to dictate what types of ads appear there.

On the downside, though LiveIntent can offer very high fill rates, the pool of advertisers isn't nearly as deep as some networks out there (such as Google). And the ads shown won't always be closely related to your content (if you're a niche publisher covering a specific subject matter). Rather, you're likely to see some pretty generic ad campaigns for major brands.

Because the ads are hosted within emails, LiveIntent won't have the same ability to conduct contextual analysis and serve up the ads that are most relevant to your content and have the highest probability of success. We expect this targeting and optimization ability to improve over time; this is still a relatively new technology and component of the online advertising industry.

For the reasons listed above, it wouldn't be surprising to see Google acquire LiveIntent in the future as a way to expand into in-email display ads. LiveIntent offers publishers an opportunity to monetize a medium on which most are currently not focusing any attention. So the revenue generated will be cost-free and incremental--two words that any publisher should absolutely love.

However, your expectations should be realistic if you're planning to use the LiveIntent network to fill your inventory. Click rates on banner ads within emails are pretty low, as are the CPCs (this isn't a knock on LiveIntent; all ad networks feature relatively low CPCs for most niches). So if you're expecting a huge eCPM from including banner ads in emails, you might be disappointed.

Revenue from email banner ads will, in most cases, be only a very small fraction of display ad revenue from on-site banner ads. In their case study highlighting the huge opportunity, LiveIntent holds up a 0.28% CTR. Assuming advertisers are paying no more than $1 per click through network buys, the economics of this perhaps come into focus a bit. eCPMs for opened email are likely in the low single digits (i.e., $2 to $4), meaning that every 1,000 emails sent will likely yield you less than a buck in incremental revenue.

If you have a significant reach and subscriber engagement (i.e., a lot of email addresses and high open rates), that incremental revenue can be significant. But for smaller publishers, it will likely be a pretty modest revenue stream. Of course, the details of each site's experience can vary quite a bit.

If you're looking for additional revenue streams, LiveIntent is a great way to monetize emails sent to your subscribers. The set-up is relatively straightforward; it's possible to be up and running with only a few hours of implementation and research. And once you're up, you'll have very little maintenance and can expect a fill rate at or near 100% for your ads. But the revenue opportunity per email subscriber is relatively small, so you shouldn't expect to receive a massive bump in top line revenue as soon as you go live.

Basically, LiveIntent is the best option out there for monetizing emails via display advertising. But don't expect it to be a major new revenue stream; instead, it will be an incremental addition to your on-site efforts.

References

• http://www.liveintent.com/news/