CASE STUDIES
How Postmedia Increased
e-Commerce by 92%
Postmedia Came to AdPerfect for Help with Obituaries
Like many local media companies, Postmedia’s obituary vertical was extremely expensive to operate and offered few opportunities for incremental revenue. Additionally, their
self-serve process was fragmented and not available for all newspapers. There were too many touch points in the customer journey which resulted in large resource expenses and process
inefficiencies. From a brand perspective, Postmedia wanted more control over their obituary platform and to ensure that their local
media title was front and center while driving digital traffic to their website, not a third party.
Postmedia Implemented AdPerfect's Self-Serve Obituary Engine
Postmedia chose the AdPerfect obituary platform to be more efficient, increase incremental revenue, strengthen their relationship with local funeral homes and lower operational expenses. By using AdPerfect’s obituary platform, they have achieved all of these goals and in some cases surpassed them. Their annual obituary platform expenses were reduced and they also saw a significant increase in e-Commerce revenue and found
new, never-before-seen ways to work with local funeral homes.
The End Result:
- Increased Efficiencies with Funeral Home Self-Serve
- Significant Increase in e-Commerce Revenue (92%)
- Reduced Obituary Platform Costs from six-figures to $0
- Strengthened Online Presence & Increase Page Views
How CNHI Grew Self-Serve Obituary Revenue by 178%
CNHI Came to AdPerfect for Help with Obituaries
For local newspaper publishers like CNHI, obituaries have long been meaningful local content. They are also an important revenue stream. But at CNHI -- which owns 110 newspapers in 22 states -- the approach to publishing obituaries was still print centric, even as the publishers’ overall online strategy evolved.
The display of obituaries online was generating very little revenue. And it lacked features allowing users to upload their own content about their departed loved ones. CNHI needed to transform its business by improving the user experience and finding new ways to monetize this important category, according to Kayla Castille, Senior Vice President of Content and Digital Operations
CNHI Implemented AdPerfect's Self-Serve Obituary Engine
With these challenges in mind, CNHI implemented the AdPerfect Obituaries platform in June 2016 to generate more digital and print revenue from the category, bring new customer value to obituaries, and promote self-serve order entry to gain operational efficiencies. CNHI chose AdPerfect Obituaries to implement a branded, feature-rich online obituaries display with self-serve
functionality.
The End Result:
- 117% increase in obituary revenue from private party submissions
- 178% increase in obituary revenue from funeral home submissions
How Large Metros Increased Obituary Revenue By More than $10 Million in Six Months
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