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How we boosted publisher's eCPM and daily revenue by 3 times How we boosted publisher's eCPM and daily revenue by 3 times

How we boosted publisher's eCPM and daily revenue by 3 times

June 22, 2018  |  6 min read

When publishers tap into monetization, they generally prefer to start with standard IAB ad units. Even though there are dozens of ad formats with better results, mobile and desktop banners are considered as a good option for the very beginning of an effective monetization.

Standard ads are simple to find and easy to integrate into the website layout. With banners, you don't have to care about the fill rate so much, as oversaturated global demand ensures high fill globally. More importantly, they can provide publishers with an overall understanding of what average eCPMs might be generated in particular website spots.

On the other hand, banners remain low-paying and inefficient ads. Because of the rising ad blindness, desktop and mobile banners lose in the struggle for audience attention.

One of the largest India-based content websites Wittyfeed has jumped over the advertising scene with banner ads too. With over 10 million of monthly visitors, Wittyfeed's team was looking for new ad solution driving higher engagement and revenues without harming visitors on-site activities.

Challenge

The Wittyfeed team was looking to increase their daily income coming from Tier 1 countries by 30% with no significant losses for the fill rate. The publisher expected to improve audience engagement and ad performance by adding noticeable yet non-intrusive ads.

Challenge

Solution

Our team suggested going beyond standard ad formats and trying native in-feed ad unit. In-feed ads remain one of the most underestimated ad units among publishers. The fact is, 25% more consumers notice in-feed native ad placements as opposed to traditional display ads.

Before the launch, the Epom team customized mobile in-feed in a way the ad unit resembled the organic part of the Wittyfeed website flow. We chose the spots with high levels of visibility, and created ads with a specific size and design. In Wittyfeed's case, in-feed perfectly complemented website content and it looked just like the natural block of the website

Solution

Placed amidst the editorial content, in-feed doesn't disrupt users from reading or scrolling the feed. With branded and relevant ads inside, in-feed looks just like another recommended feature to read shown in the right place and time.

Results

After the first week of monetization with in-feed ads, the Wittyfeed team noticed a measurable CTR increase. In-feed achieved a record 1.8% CTR, while 320x50 banners delivered only 0.06 — 0.12%. The in-feed eCPM floated between $0.78 and $0.85 in the US.

After three weeks of continuous optimization, the publisher achieved $1.06 eCPM with an 87% fill rate in the United States. All in all, Wittyfeed boosted daily revenues by 3.5 times in the US.

Results

Here are a few recommendations to follow before embedding in-feed ads onto your website:

  1. Consider the most viewable placements between the content blocks or website feed.
  2. Pay extra attention to creative design. Make sure the the ad looks like a natural part of the webpage.
  3. Don't overdo with nativity. Your audience should know that a specific block refers to brand promotion.
  4. Keep optimizing ad unit by test-driving different colors, frames, texts, placements, content etc.

Want to earn more with mobile and desktop in-feed ads? Contact our team and get ready-to-use native solution alongside global demand for your website.

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