ublishers are constantly searching their brand platform’s nooks and crannies for incremental revenue streams. Time Inc.’s This Old House found one on its online sweepstakes entry form pages. The brand has partnered with subscriber acquisition firm Opt-Intelligence to monetize entry forms with engagement ads served up based on the demos a visitor uses to fill out the form. The brand pays a third party to host the contests. Costs can range between $5,000 and $10,000, says TOH digital director Russ Vance. The Opt-Intelligence solution provides a source of revenue that can help a contest break even and sometimes break a profit. Click rates vary greatly across verticals, but the average is around 12 percent. RPMs tend to be heftier than standard display, averaging $180. And the solution isn’t exclusive to sweepstakes. Other sign-up forms, newsletters or website registration, for example, will work, too. “Our costs are fixed on the sweepstakes, but if it catches fire, it can go anywhere from breaking even to making some money,” says Vance.