Connecting Parents with the Content that Matters Most

BabyCenter is the web’s number one interactive parenting network. The site has nurtured over 100 million parents since its launch in 1997, but as people move in and out of this important time in their lives, the site must continually find and engage new members for its community.

Reaching the Right Parent at the Right Time

Different kinds of content are important at different stages of pregnancy. A woman in her first trimester needs different guidance and community support than a woman who has just given birth. BabyCenter understands this. While search and display advertising helps BabyCenter have a presence where moms shop, learn, and seek advice online, running sign-up ads with Pontiflex delivers all of those advantages with the added benefit of immediacy.

People sign up directly within the ads, eliminating the delays and drop off traditionally associated with standalone landing pages. BabyCenter can talk to moms right away and deliver the information when they need it most. Moms get customized content through their preferred channel, when they want it.

A Personalized Experience for Each Mom

Once a new or expectant mom signs up to join the BabyCenter community, she receives an email directing her to relevant areas of the BabyCenter site. In each email, there are embedded links to social networks like Facebook and Twitter.

Within these networks, BabyCenter is able to deepen its relationships with each mom and engage in one-to-one conversations. For example, if a fan announces that she is pregnant on the BabyCenter Facebook page, the site responds with a congratulatory note and a link to the appropriate birth club in the BabyCenter community.

Moms are in total control over what kind of information they receive. BabyCenter engages people through the channels that mean the most to them, and the brand has seen a 100% lift in lifetime value since working with Pontiflex.

Advantages of Pontiflex

1. Transparency

   BabyCenter knows exactly where its ads are running; moms know exactly what they’re signing up for.

2. Reach

   A breadth of relevant sites enables BabyCenter to get its message in front of the right moms at the right time so that they’re supported when they need it most.

3. Real-time consumer intent

   Because moms sign up directly within the ads, BabyCenter can track in real-time what kinds of content they’re interested in and optimize accordingly. As a result, moms get a more valuable experience every step of the way.

4. Results

   BabyCenter pays only for new sign ups, not for clicks or impressions. With Pontiflex, BabyCenter has achieved a 100% lift in the lifetime value of its audience.