Smart Boosts Spanish Media Group’s Programmatic Revenue with Native Ads

Why should you read this article ?
Because you’ll learn how native ads can double your programmatic revenues.

The Customer

The customer, a Spanish media group that specializes in business, economy and technology news websites, counts 4.4 million unique users and 100 million impressions per month, respectively.

The Challenge

The group was off to a strong start with 5x programmatic revenue year over year. To further grow their profit margin, in Q1 of 2018, they challenged Smart to diversify their inventory while keeping control over demand sources. Their goal: increase programmatic revenue without sacrificing user experience of their valued audience.

Solutions

+ Smart Native Ads

Smart provides a non-intrusive, customizable and responsive native ads solution that offers elevated lift for brand affinity and purchase intent responses. As native ads slip seamlessly into content, users are more receptive to them. CPMs are higher than for both standard banner and Rich Media ads.

+ Easy Native Ads Setup on Existing Placements

Smart makes native ads inventory implementation easy for the media group. By setting up inventory on existing banner placements with a native ads template, the need for an additional technical setup is completely eliminated. The customer simply uses Smart’s Native Ad Studio to generate the necessary code.

+Full stack solution with programmatic monetization on desktop and mobile web

Smart’s full stack solution provides the media group with an integrated platform on which to run their entire ad serving business — including direct and programmatic, across all digital formats and screens. It allows publishers to deliver advertisements on the right device, in the right format, at the right time. The customer is running Smart RTB+ on both desktop and mobile web. To maximize revenue, they are selling inventory using a variety of programmatic buying methods, including Open Auction, deals, and Deal +, Smart’s curated deals solution.

+ New demand sources placed in holistic competition

Smart’s full stack has a complete view of all inventory as well as each buyer-seller commitment, which allows for holistic campaign management. New native ads demand sources are placed in holistic competition against standard banners, parallax, and Video-Read formats. Native ads are placed at same level in the waterfall as the other formats, but at a different floor price.

Results

+ Native ads CPMs over 3.5x higher than banner ad CPMs

+ Increase in traffic new demand sources curated deals and the addition of native ads drove:

+ 2x programmatic revenus

+ 20% fill rate since February

A word from the client

Smart worked with us to boost programmatic monetization on desktop and mobile web. Smart’s easy to use full stack platform allow us to take complete advantage of holistic yield management. The guidance of their service experts and the tools with which they provided our teams — such as the Native Ad Studio — put them over the top. Their complete and available data, the flexibility of the report module and quick access to the most important KPIs allow us to focus on our core business. The results are clear: an increase in traffic, new demand sources, use of their Deal+ solution and the addition of native ads resulted in a 2x increase in 2x programmatic revenue and +20% fill rate since February.”

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