{"id":115637,"date":"2025-07-02T08:40:27","date_gmt":"2025-07-02T15:40:27","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&p=115637"},"modified":"2025-07-08T13:21:22","modified_gmt":"2025-07-08T20:21:22","slug":"general-mills-captures-premium-ad-dollars-with-a-simple-above-the-fold-shift","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/case-studies\/general-mills-captures-premium-ad-dollars-with-a-simple-above-the-fold-shift\/","title":{"rendered":"General Mills Captures Premium Ad Dollars with a Simple Above-the-Fold Shift"},"content":{"rendered":"\t\t
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\"General<\/p>

Case Study<\/span><\/p>

General Mills Captures Premium Ad Dollars with a Simple Above-the-Fold Shift<\/span><\/h1><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

General Mills connects with millions of consumers through email newsletters across beloved brands like Betty Crocker, Pillsbury, Tablespoon, and Box Tops for Education. As part of their monetization strategy, they partnered with Zeta to optimize newsletter ad performance and boost revenue without compromising user experience.<\/span><\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\tThe Results\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tincrease in newsletter ad revenue\u00a0\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tgrowth in high-value, bid-on impressions\u00a0\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The Challenge<\/b>\u00a0<\/span><\/h2>


General Mills wanted to maximize advertising revenue from their email newsletters. The goal: improve monetization without disrupting subscriber engagement or the editorial experience. At the time, all ad placements were located at the bottom of each newsletter, which limited exposure and revenue potential. \u00a0\u00a0<\/span><\/span><\/p>

\u00a0<\/h2>

The Solution<\/b>\u00a0<\/span><\/h2>


Zeta analyzed newsletter layouts and recommended repositioning ad units to higher-impact locations. Working closely with the General Mills team, Zeta introduced a multi-size, above-the-fold ad unit. This prime placement attracted premium bids and justified a higher CPM floor. To maintain quality, the ad unit was collapsible, serving only when high-value bids were available.<\/span><\/p>


To ensure a subscriber-friendly experience, General Mills ran controlled tests on lower-volume newsletters. The results showed no negative impact on subscriptions or engagement, just stronger monetization metrics. Encouraged by this performance, they rolled out the optimized ad unit across all major newsletters. \u00a0<\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\tYou may also like\t\t\t\t<\/div>\n\t\t\t\n\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\"Kelly\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tCase Studies\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tVideos\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/object>\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\tPep Boys Chooses Zeta’s Integrated ESP and CDP to Solve CRM Challenges\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\tKelly Varano from PepBoys Automotive explains how Zeta\u2019s integrated ESP and CDP solutions help them to create targeted customer journeys.\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\tRead More<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\"image\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\tSwipe, Tap, Click: How Mobile Supercharges Your Cross-Channel Strategy\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\tUnlock the full potential of your mobile marketing strategy with AI-driven, multichannel tactics that elevate customer engagement and retention.\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\tRead More<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\"people\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\tAI-Powered Personalization: Shaping the Future of Marketing\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\tDiscover how AI-powered personalization is redefining customer experiences and unlocking growth in the new era of marketing.\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\tRead More<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Working closely with the General Mills team, Zeta analyzed newsletter layouts and recommended repositioning ad units to higher-impact locations.<\/p>\n","protected":false},"author":122,"featured_media":115829,"menu_order":0,"template":"","tags":[],"insight-category":[2],"class_list":["post-115637","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight-category-case-studies","industry-consumer-packaged-goods-cpg","topic-email-marketing-esp"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"2","_yoast_wpseo_primary_category":null,"_wpml_media_has_media":null,"yoast_head":"\nGeneral Mills Captures Premium Ad Dollars with a Simple Above-the-Fold Shift<\/title>\n<meta name=\"description\" content=\"See how General\u202fMills captured premium ad dollars by optimizing ad placement above the fold with Zeta\u2019s platform.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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