How Automatad Helped A Culture and Lifestyle Publisher to Scale Up Its Ad Revenue?
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What will you learn
from this case study?
As a publisher, you need to see how we work to understand how we can impact your bottom line.
- 1
Assessing Problems
Though the publisher understands header bidding well, it contacted us to see if it is possible to implement header bidding while solving a set of challenges.
- 2
Determining the Right Approach
In this case, we know the usual implementation isn't going to cut it. We discussed and decided how we are going to introduce the products and scale up the inventory.
- 3
Setup and Analytics
The publisher hesitated to work with any ad tech partners because of the lack of transparency. See how we stayed completely transparent throughout the partnership.
- 4
Optimization
We didn't stop there. You will see how we went above and beyond to exceed expectations. The result speaks for itself.
What's inside
Overview
At Automatad, we take pride in what we do. We get to empower independent media companies and entrepreneurs to realize their dreams without worrying about revenues. We are about to see one such study.
Last year, Automatad partnered with ‘Because of Them We Can’, a website that strives to revive the iconic Black history figures with its content and merchandise. As much as it wants to reach millions of people in the US, it needed a consistent revenue stream. Ensuring a growing source of revenue and diversifying from the merchandise will help them to tell more stories in a better way.
And, that’s what precisely we helped them achieve with our products and ad optimization services. Before getting into the case study, let’s take a look at the publisher.
Launched in 2013, Because of Them We Can (BOTWC)® is started by Eunique Jones-Gibson as a 28-day photo campaign where children appeared as iconic Black history figures of the past and present to inspire future generations and refresh Black history. The success of the campaign propelled a month-long photo campaign into a complete website with its own merchandise.
Assessing Problems
At Automatad, we meticulously study and analyze the publisher’s content and how users are engaging with it, which in turn, will help us deliver the best possible solution tailored to that particular publisher. Hence, we started listening to the publisher’s needs and crunched numbers from analytics and heatmaps to understand user behavior on site. After a quick call, both of us were able to converge on the following problems.
Challenges
The publisher decided to partner with us to solve a set of challenges. For brevity, we’ll categorize the challenges into two parts:
- Ensuring that the ad impressions are getting sold for the best possible ad rates every time.
- Preserving the user experience while running header auctions.
Agreed that they don’t look specific at first glance, we’ll get into the details while addressing the challenges.
#1: Getting the maximum eCPM for the ad impressions
As we mentioned before, the publisher didn’t try any other platform to monetize its audience — not because they aren’t aware of the technologies in the market, but because they don’t want to undersell their impressions by pairing up with an unsuitable partner. In fact, the publisher was well aware of header bidding and its market adoption when they contacted us.
Who's the publisher?
Launched in 2013, Because of Them We Can (BOTWC)® is started by Eunique Jones-Gibson as a 28-day photo campaign where children appeared as iconic Black history figures of the past and present to inspire future generations and refresh Black history. The success of the campaign propelled a month-long photo campaign into a complete website with its own merchandise.
Did the publisher have any experience with other partners?
No, we are the first header bidding provider to work with BOTWC.
How long it took for the publisher to experience the result?
The publisher started to see the results within two weeks of product deployment.
What's the payment term?
NET 60.
What's the impact on eCPM?
Both eCPM and ad revenue hit their all-time high values in the first two months. But that’s not all. Download the case study to get the complete picture.
Can I expect the same results?
As you know, it depends on a lot more factors. Reach out to us to get an estimate.