For our latest Publisher Spotlight, we are very proud to feature Food Fanatic as a partner with whom we have been fortunate to build a strong relationship since its launch in 2012. Food Fanatic is owned and operated by Mediavine, Inc., an internet marketing company that specializes in entertainment-themed websites. Food Fanatic itself brings together food bloggers of all types to foster a community in which they can share recipes, pictures and ideas. We were able to catch up with Eric Hochberger, Co-founder of Food Fanatic and Mediavine, Inc, in order to learn how they have benefitted from GumGum’s in-image and in-screen advertisements.
How would you characterize the audience you reach (size, demographic composition, etc.)?
We’re 80% women and mostly skew towards a 25-34 age demographic. Our users are mostly highly educated with an above average income and have children. We are a relatively new site and we reach about a quarter million unique visitors a month.
What appeals most to you about the in-image advertising format?
The In-image advertising format offers us a great supplemental income of previously unmonetized screen real estate. Even more than that, in-screen offers a very visually appealing location for advertisements in an already visual medium. It’s really a win-win-win for publishers, advertisers and users.
Do you have a favorite GumGum ad format or a favorite campaign that has run on your site?
Some of the brand advertisements on Food Fanatic have been frighteningly fitting. We run a lot of Tex Mex recipes since our managing editor hails from the great state of Texas. There’s nothing like seeing a “Visit Texas” ad or an ad for some tortillas over a picture of your latest taco recipe.
Have you received any feedback from site visitors about ads from GumGum?
We have not received any feedback from our site visitors about GumGum ads and we take that as a good sign. Our audience is surprisingly vocal when it comes to ads they dislike and not so vocal with ads they do like. We figure our audience sees GumGum ads as a friendly addition to their online experience.
What advice would you give to other publishers thinking about working with GumGum?
Absolutely run it. If you’re not currently monetizing your images and you have large images on your site, you’re wasting a lot of screen real estate and missing out on some great supplemental income. These are beautiful, relevant ads for your users. We’ve never heard a complaint and it’s been a great source of reliable revenue.
Is there anything else you’d like to add about working with GumGum?
The account managers at GumGum are unlike any other company we’ve worked with. They are very publisher-focused. Dan and Evan are always extremely responsive by email and phone and I can honestly say I’ve never worked with an advertising platform where I have felt as comfortable with my team as I do with GumGum.