To increase its viewability scores, Thought Catalog last month stuck ad units on its homepage that stick to the side of the browser window as – the user scrolls. Static display ads on the home page had been about 70 percent viewable. With the sticky ads, viewability shot up to over 95 percent, according to Cristina Calderin, Thought Catalog’s director of – accounts and ad operations. The publisher is now working on putting the – sticky ads within articles.
Commerce represents a small slice of revenue for the personal essays and advice publisher, with the rest coming from advertising; it says it’s on pace to clear $100,000 from book sales in December. In the past year, it’s shifted focus to the higher-margin business of selling its own products, earning three to four times more per sale, the company said.