Revamped Ad System Brings in Cheese for StumbleUpon
ADOTAS – A little while back I got the chance to chat up StumbleUpon CEO and cofounder Garrett Camp about the social discovery site’s revamped ad system. Channeling Neo from “The Matrix,” Camp told me, “There is no ad” — StumbleUpon seemed to be taking branded content to a higher level.
About six months on, the site reports that on top of a 20% growth in users, the year-over-year ad inclusion rate has doubled, with about 2,000 active monthly customers (a 20% increase) running around 3,000 campaigns daily.
And they’re getting some interesting campaigns: StumbleUpon partnered with the Wisconsin Milk Marketing Board for its entry in the battle of which state produces the best cheese (the battle over state that most smells like someone cut the cheese is tied between New Jersey and Delaware). Through targeting users interested in food and cooking, the social discovery site help push 176,000 website views of GrilledCheeseAcademy.com, which features a multitude of variations on the classic grilled cheese, with average time-on-site of three minutes That’s 8,800 hours of hot, cheesy engagement.
Be warned, do not go to the Grilled Cheese Academy if you’re hungry… Or lactose intolerant.
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