A market-leading digital news aggregation publisher

A market-leading digital news aggregation publisher

A market-leading digital news aggregation publisher who monetises their mobile and web news sites using mainly programmatic methods.


The Background

This digital publisher operates both web and mobiles sites where they publish national and international aggregated news. Their primary source of monetisation is via digital advertising. They are always seeking to improve the value of their advertising inventory.


The Solution

The publisher initially engaged with Infomo to consider alternatives to their traditional predominantly programmatic-centric digital advertising strategy.

Infomo recommended allocating a limited number of ad zones to contrast and compare Infomo's performance over that of the incumbent.


The Outcome

After conducting several web campaigns utilising innovative new ad units across a strictly limited inventory allocated, the publisher saw both the effective cost per mile (eCPM) and the click-through rate (CTR) improve when compared with the legacy methods.


 The Next Steps

Following a post-campaign business review, it was agreed that a larger share of the publishers' inventory would be allocated to Infomo. Furthermore, the publisher is currently planning to extend the ad inventory to their mobile apps where any even broader range of innovative ad units are available.