Situation
Voice of Motown came to Adapex with lagging revenue and looking for a better partnership to help them grow their site performance and income. They were looking to ramp up their monetization efforts and needed strategic guidance to improve CPMs, viewability, and overall site performance. Voice of Motown is a Sports site providing the latest news from West Virginia.
Solution
After a thorough site audit, the Adapex team worked closely with the publisher to make some adjustments to the site layout to improve viewability and ad performance. In addition, we updated their technology to include Merlin™, our custom header bidding wrapper, and enabled 20+ features, tailored specifically to the site layout and user interactions. Next, we set up a video ad unit, which they previously had not been able to successfully set up. Aiming to increase viewability to command higher CPMs, side by side ad units were added and mobile units shifted higher on the page. Additionally, the high-performing728×90 unit was moved to above the share button to ensure higher viewability performance.
Adding the video ad unit led to a significant revenue uplift due to high CPMs for video inventory, particularly in the Sports vertical. We were able to secure direct sports video PMPs which are bringing in super-premium CPMs. We tested over 25 demand partners with both client and server-side (hybrid header bidding) which greatly increased competition, driving up CPMs and fill, thus the overall revenues per session.
Results
Voice of Motown has seen incredible results across all KPIs as a result of the improved page layout and optimized ad units. After just six months working closely with the Adapex Client Success team, Voice of Motown saw their impressions double and pageviews and sessions grow, leading to an uplift in RPS (revenue per session) of 70%. Overall revenue improved +84% as a result. Coupled with the addition of high CPM videos ads, CPM grew 22%. Overall numbers across the board are outstanding.
The Figures
