MOMENTUM MEDIA
B2B PUBLISHERS
Momentum Media is an Australian media company providing industry news and digital advertising services across various sectors. Email marketing plays a key role in their strategy, helping them engage audiences with tailored content and ads.
70%
improvement in data quality
20%
jump in fill rate
45%
spike in CTR
20%
increase in ad sales
“By moving to a purpose-built email ad server, and with more accurate tracking and bot
detection in place, we can offer our advertisers reliable performance metrics. This has built
trust and opened the door to new, more profitable revenue streams.”
Carl Mazzolo
General Manager – Revenue and Advertising Operations – Momentum Media
Momentum Media has always recognized the power of email marketing in connecting with their audience and driving ad revenue. Their newsletters were landing in the right inboxes, but they knew there was untapped potential they couldn’t fully access with their existing setup. The tools they were using weren’t built for email’s unique dynamics, leaving valuable opportunities just out of reach.
Partnering with Passendo helped them move beyond traditional email ad serving, unlocking reliable performance tracking, more engaging ad formats, and new revenue streams across their specialized publications.
Tracking challenges
Their web-based ad server tracked performance, but the numbers often didn’t add up. Bot traffic inflated click rates, with up to 70% of interactions proving to be non-human. This didn’t just skew results – it blurred the bigger picture. Momentum Media saw the potential for data-driven decisions, but without accurate insights, they were navigating in the dark.
Ad experience limitations
Email offers a direct, personal way to engage audiences, but their ads felt disconnected from the content. The standard web server wasn’t designed for the nuances of the inbox, resulting in static, unresponsive ads that didn’t fully capture attention. The potential for sleek, native ad placements was there; they just needed a way to make it happen.
Operational friction
Managing email ad campaigns required more manual effort than it should have. Every adjustment, update, or new ad placement demanded time-consuming processes that slowed down execution. The team knew that streamlined workflows would free up time for more strategic work – if only they had the right tools to simplify these tasks.
Getting lost in numbers and tracking
Bot traffic skewed data, with up to 70% of clicks being fake.
Ads are great, responsive ads would be better
Campaigns lacked that sleek, tailored email feel.
It’s a long process to get things done by hand
The team was stuck in endless cycles of hands-on campaign management.
Momentum Media didn’t see these as obstacles; they saw them as opportunities. With the right technology, they could unlock cleaner data, more engaging ads, and smoother operations – and that’s when Passendo came into the picture.
Momentum Media recognized that their email advertising efforts needed a more specialized approach – one that could harness the full potential of their engaged audience. They teamed up with Passendo to implement a dedicated email ad server, built specifically for email environments. This wasn’t just a technical upgrade; it was a strategic move to unlock more reliable data, improve ad performance, and streamline daily operations.
The collaboration wasn’t about fixing problems – it was about empowering the team to work smarter and helping advertisers achieve better results. The results were clear from the start: cleaner data, more engaging ad formats, and an operational flow that finally matched the company’s ambition.
Momentum Media’s email advertising evolved from a promising channel with untapped potential into a streamlined, data-driven revenue engine. With Passendo in place, the team didn’t just work more efficiently – they unlocked the power of email as a performance-driven, high-engagement advertising platform.
“Having a centralized, reliable reporting system has enabled us to understand what’s
working across channels and key audience segments. Our team now has access to clean
data that’s actionable, which is critical for sustaining long-term ad revenue growth.”
With Passendo’s tailor-made email ad server in place, Momentum Media experienced a significant shift – not just in the numbers, but in how they approached their entire email advertising strategy. What once felt like guesswork transformed into a precise, data-driven operation that delivered clear results. The partnership with Passendo didn’t just solve immediate challenges; it opened the door to long-term growth, better performance, and smarter decision-making.
Momentum Media’s team quickly realized that the improvements were more than just technical. Their ad campaigns became more relevant, their reporting more reliable, and their workflow more efficient. With the right tools in place, they could finally turn their potential into measurable success.
Before Passendo, bot traffic and inconsistent tracking clouded the picture, making it hard to measure real engagement. After implementation, tracking reliability improved by 70%. The team could now trust their performance metrics, identifying which campaigns resonated most and adjusting their strategies accordingly. Advertisers noticed the difference too – the newfound accuracy built stronger relationships based on real, verifiable results.
“Integrating Passendo’s email ad server transformed our ad operations. We’re now able to
serve responsive, personalized ads that speak to our audience’s specific interests, resulting
in a 45% boost in our click-through rates.”
Passendo’s ability to serve native, responsive ads made a remarkable difference. These ads didn’t just look better; they performed better. By integrating seamlessly with the newsletter content, they attracted more attention without disrupting the reading experience. The result? A 45% increase in click-through rates, proving that relevance and aesthetics matter when it comes to engagement.
The improvements in data quality and ad performance naturally translated into revenue gains. With better tracking and more compelling ads, advertisers saw stronger returns and were more inclined to invest in additional campaigns. Momentum Media’s fill rate increased by 20%, and ad sales climbed by 20%. The business was no longer limited by the constraints of its old ad server – it was propelled forward by Passendo’s email-first technology.
The shift from manual campaign management to automated processes gave the team more than just time back – it gave them a new perspective. They could now focus on optimizing content and building relationships rather than getting bogged down in spreadsheets. Passendo’s centralized reporting system provided a clear view of performance across all publications, enabling more informed, strategic decisions with minimal effort.
70%
Tracking reliability soared
45%
Ads became click magnets, with a jump in CTR
20%
Ad sales shot up by
WORK SMARTER
The team finally got to focus on strategy over spreadsheets
Momentum Media didn’t just upgrade their technology – they transformed how they approached email advertising as a whole. Passendo gave them the tools to maximize the potential of their newsletters, ensuring better results for their advertisers and more growth opportunities for their business.
Momentum Media’s story proves one thing: when you use the right tools for the job, big things happen. Ditching the generic web ad server for Passendo’s email-first solution unlocked new revenue streams, boosted ad performance, and made advertisers sit up and pay attention.
But the transformation didn’t stop there. With cleaner data and more engaging ad formats, Momentum Media built stronger relationships with advertisers who could finally trust the performance reports they received. The streamlined workflows freed up their team to focus on strategic initiatives, while the dynamic ad formats kept engagement rates climbing. What was once an overlooked advertising channel became a reliable, scalable revenue stream — proving that with the right tools, your inbox can become a growth engine.
“This technology has made ad setup and tracking incredibly efficient. With a single
integration into our email service provider, we’re saving hours on campaign management
and can focus more on strategy rather than manual work”
Want to up your email ad game and open the door to new revenue opportunities? Discover how Passendo’s specialized email ad server can help you get there.
