Village Media is a Canadian-based digital publisher specializing in local news. With a network of over 30 owned publications and licenses to over 120 others, they are a leader in community-focused journalism.
Monetizing email newsletters effectively
Village Media sought a more effective way to monetize their widely read email newsletters. While they had built their own tool and explored third-party offerings, they found that these solutions didn't offer the efficiency or scalability they needed.
Village Media was looking to increase revenue through Google Ad Manager Programmatic Guaranteed ads, opening up access to deals with large clients and agencies. Additionally, they sought to streamline operations for their Ad Ops team, who were spending significant time with manual processes and third-party tools.
Partnering with Google Ad Manager
Village Media partnered with Google to tackle their advertising challenges, becoming the first to adopt Ad Manager's innovative newsletter ads solution. Ad Manager offers a seamless integration with Village Media’s existing advertising setup, allowing them to leverage the familiar interface and tools. The solution also gave Village Media the ability to include Programmatic Guaranteed ads within newsletters, opening doors to new revenue streams.
Three examples of ads used by Village Media
Significant revenue and engagement gains
The adoption of Ad Manager’s newsletter ads solution yielded significant results for Village Media. The platform unlocked new revenue streams with high-impact programmatic guaranteed deals, generating an estimated $1M in incremental revenue. Newsletter click-through-rates (CTR) reached 0.29%, doubling their average display performance. The platform's streamlined workflow and automation features increased efficiency, while valuable insights into ad performance and user behavior enabled data-driven decisions to further optimize their strategy.
Village Media is excited to continue their partnership with Google Ad Manager on newsletter ads. They plan to expand their use of the platform to more newsletters and explore new ad formats and targeting options. The company sees newsletter ads as a key component of their overall monetization strategy and a way to support the sustainability of local news.