20 Hours of Research, 6 Pillars Audited, 2 Experts Assigned & £1m in Incremental Revenue
We worked with a well known publisher weather service. The publisher’s digital properties are reached by millions of people across the UK and their current digital strategy focuses around utilising sponsorship, programmatic, direct and social channels to drive revenue for their business.
Our brief was to identify incremental revenue growth opportunities for the above mentioned channels to enable the publisher to achieve their 2018 revenue target as well as increase their overall share of voice. During the audit we assessed their strategy and the potential for incremental revenue growth across 6 key areas; the business model, current digital assets, programmatic, sponsorship, social media and sales.
The main challenge this publisher faced was that whilst they had a vast quantity of quality, brand safe and engaging content with high performing formats across their digital portfolio, they had to ensure that advertising and sponsorship did not appear to be too invasive or harm the user experience in any way across any of their channels.
We provided a total of 28 in depth recommendations across the six key areas we audited, with a potential total of £1m in additional incremental revenue. Recommendations ranged from quick wins such as establishing more PMP deals across SSPs, capitalising on traffic influxes during severe weather and testing new formats across current digital properties to more long term strategic recommendations such as carrying out an audience-centric approach to identifying potential sponsors and tactically growing their YouTube and Twitter social channels to allow for significant monetisation.
The Programmatic Advisory is passionate about empowering advertisers through impartial advice so welcome any advertiser looking to smart smarter business decisions with the use of data and technology.