Oisin Hanrahan
Analyst · Barclays
I'll be first. To answer your question, as per health.com, typically what we say is, when we say we migrate something, it means we take something and we put it on our tech stack and our ad stack. And as you know, and we've talked about many, many times, we boast significantly faster sites, significantly fewer assets, significantly better content. And when we make this migration, we pretty much sell them the first two problems to make the sites much faster and with the ads much more performant. I think we said in the letter, the site is about five times faster and there are about 30% fewer ads and a better type of ad. What has typically happened in the past for us is, it takes some time. It takes some time for the markets to realize that the site is better and that there's fewer ads and that these ads perform better. And a few stats, I'll give you today, the click-through rate, which isn't always the measure of that performance, but it's an easy baseline here. The click-through rate on the ads on health.com are up 60%, since we did the migration. And ad rates in the programmatic market, it's sort of the programmatic opening exchange are up 50%. And that's not a fixed rate on average. Some of the ads are more, some of the ads are less. Because there's lots a little bit different, so it's not a perfect comp. But what we've seen is, the combination of fewer ads, higher prices, faster sites has gotten us to a place where we're willing to sacrifice revenue to make these changes. We have caught up in about a week. And that's materially faster than what we've done on our other brands in the past. And I think, there's two real reasons why this works. The first one is works a lot better. This one we used to be, we sort of had to figure this thing out. This is our 14th, 15th, 16th] somewhat -- I'm not sure migration. So we really know, what we're doing and how to set these things up. And it's made it really performant. And the key is really replicable. We set this up so we can do it again and again and again. And I think the second thing which we had hope, which is not a surprise, but more of a confirmation is Health.com is a really strong brand and a really known brand and a really strong domain on the web, stronger than things we've dealt with in the past. So we think that the markets have been much, much more responsive because the demand is much better than certainly when we did better URL or something about.com, which bodes very well for brands like Better Homes & Gardens and Southern Living, deep-level brands that are upcoming. Because frankly, Health is better than many of the brands that we had in Dotdash, but it's not nearly as good as the other brands at Meredith. So, we're pretty excited about this. Again, this is just the starting point. Getting back to neutral is not the goal. I mean the goal is to -- this migration will drive audience growth, that will drive revenue per visit growth on the ad side, that will unlock comers, that will unlock all the content tools that we have. So it's really just the beginning. But for us, we're celebrating this internally. This is a material proof point that, our thesis for buying Meredith we feel very good about them. We definitely are more attracted.