By: Jennifer Saba Online advertising company PaperG Inc. signed an agreement with Hearst Newspapers to implement the Flyerboard ad unit across 15 of Hearst's Web properties.
Flyerboard takes a virtual bulletin board approach giving businesses, especially small local businesses, a way to advertise. The ad unit mimics a corkboard often found in coffee shops and can accommodate several "flyers" -- individual ads-- at once and in one space.
Hearst signed with PaperG after it
piloted Flyerboard at Chron.com in Houston. It generated close to six figures in new ad revenue in its first month, PaperG said.
"We were pleased by the ease of Flyerboard's deployment at Chron.com and the amount of new ad sales revenue we generated in only its first month," Stephen Weis, vice president of digital sales of Hearst Newspapers, said in a statement.
The two-year old
company, based in New Haven, Conn., said the Flyerboard unit can grow CPMs fetched for online ads. Victor Wong, CEO of PaperG, explained that ad spaces generating only $1 to $2 CPMs can increase that rate by $8, for example, by using Flyerboard. The company takes a percentage of revenue but allows the publisher to set the rates.
"We see advertisers as small as the local band posting a listing to advertisers as large as Disney," Wong said.
PaperG's Flyerboard is up on more than 50 Web sites, including Boston.com which partnered with Flyerboard for its hyperlocal
Your Town sites.
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