Digital publishers are increasingly shifting spend towards the efficiencies of programmatic advertising. The CEO of a business that has always been ahead of the curve in adopting programmatic – Dean Akinjobi at Football Media – provides a rare insight into the benefits of using the OpenX ad exchange.
Grindr, with over 12 million members worldwide generating 6 billion ad impressions, was looking to increase their programmatic revenue. By working with OpenX, they discovered how to access more demand and learned new techniques for improving yield.
Under Armour Connected Fitness is the clear leader when it comes to fitness apps, with over 160M registered users across their four core properties: UA Record, Endomondo MyFitnessPal and MapMyRun. These apps offer comprehensive tools to track health across five main areas: activity, nutrition, fitness, and sleep. Under Armour Connected Fitness was looking for ways to help them increase fill and revenue and made the decision to integrated with the OpenX Ad Exchange.
As the market grows Condé Nast recognises programmatic as an important part of its digital ad proposition, and plans to be at the forefront of this revolution.
In 2013, TellApart noticed some anomalies as they reviewed inventory purchased from the OpenX Ad Exchange. After sharing their findings with the OpenX Marketplace Quality team, they joined together to improve the marketplace.
ConvertMedia sought to provide more reliable and effective results for its clients. ConvertMedia chose to partner with OpenX due to its commitment to trustworthy and high-quality publishers and supply sources. The partnership has helped ConvertMedia increase their business by delivering better results.
Chitika sought to expand its advertising portfolio by developing programmatic buying division in 2012. To enhance its existing services, the company turned to OpenX to provide quality inventory, control and accurate placement. One of its largest campaigns saw daily revenues jump 500 percent when OpenX was added to the supply mix and generated an average click-through rate twice as high as other supply sources.
REV New Media needed a strategic consultant to help optimize their campaigns.
The company implemented the OpenX Ad Serving platform and within 5 months, eCPMs across REV New Media sites increased by 100%.
JSOnline partnered with an SSP, but received very low CPMs, creating extra work and delivering modest revenue.
After testing the OpenX Ad Exchange (formerly OpenX Market) in a 30-day trial, sending the exact inventory it previously sent to its SSP, JSOnline’s CPMs leaped from $0.75 to $1.30 and leaderboard CPMs soared to $1.29 – a 400% increase.
The Running Network, a leading sports destination, struggled to manage their ad business efficiently across their 23 different sites. But after upgrading to OpenX Enterprise, they dramatically simplified their ad trafficking and reporting. Their ad team now has more time to create custom proposals for big brands like Nike & Brooks.
Patient Conversation Media, Inc. operates a national network of virtual health care sites with 10 million unique users and 220 impressions per month.
Patient Conversation Media upgraded to the OpenX Enterprise ad server for its sophisticated targeting capabilities and when the company plugged into OpenX Market, they saw a 68% lift in CPMs.
Lycos, one of the original Internet brands, has evolved from a search engine into a comprehensive network of social sites. In 2009, Lycos adopted OpenX Enterprise as its ad server and recently began selling non-guaranteed inventory through OpenX Market.
“Within two months our CPMs grew from $0.25 to well over a dollar. Some days CPMs are $2.00 and in select placements, we see $3.75,” said Kristyn Lyons, Ad Ops Manager at Lycos.
EyeCue Digital, a niche ad network, helps global brands reach their target audiences. When their clients bought video ads, success is measured by the number of engagements – the number of users who play a video for five or more seconds. Prior to OpenX, engagement rates for these types of brand campaigns hovered in the 20 – 25% range. But when EyeCue Digital began buying inventory through the OpenX Ad Exchange, engagement rates shot up – often topping 80%.
DixCom, a 100 year old media company operating local newspapers, first selected OpenX Enterprise for ad serving. Then, when they integrated with OpenX Market, a global pool of advertisers started bidding for their non-guaranteed inventory. The result: DixCom doubled their revenue.
“I fully expect our CPMs to continue to rise,” said Mr. Dix, President of DixCom Internet.
Breaking Media is the parent company of AboveTheLaw. com, DealBreaker.com, and Fashionista.com, attracting 2.2 million unique readers per month. When Breaking Media sent inventory to OpenX Market, CPMs soared.
Then OpenX approached Breaking Media with a compelling proposition: send us your unsold inventory, and we’ll give you a revenue guarantee for it…
When launching Blu Trumpet – a monetization and distribution platform for mobile apps – the team knew it was critical to find a powerful ad-server they could build on, as well as a nimble technology partner. Impressed with OpenX Enterprise’s comprehensive technology, Blu Trumpet found a perfect fit. By selecting Enterprise as their ad server, Blu Trumpet used the flexible API and customized data logs to create a completely branded experience for their customers.
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