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ReviNet Case Studies
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Boston.comDriving indirect revenue and freeing up resources is the core theme of successful ReviNet/Boston.com partnershipAs the online version of the Boston Globe, the mission of Boston.com is to provide timely and relevant news and information for the Boston community, region and the world. Like many premium online publishers, Boston.com was seeing downward pressure on CPMs industry-wide, as well as a significant increase in monthly page views, visits and unique visitor traffic, creating more available inventory beyond their direct selling efforts. As a result, there was a focus on increasing revenue from remnant inventory. The challenge for Boston.com was the high opportunity cost of using business development and ad operations resources for ad network management. Any increased remnant ad revenue was coming at a significant cost in other areas of the sales organization. The solution was for Boston.com to partner with ReviNet. In April 2009, Boston.com looked to ReviNet to increase eCPMs, increase direct CPM per network, raise ad quality, improve block list management, and boost the overall efficiency of indirect revenue. ReviNet delivers significant revenue and CPM increases ReviNet hit the ground running. In the first 3 months, average total revenue from remnant inventory increased by over 30%, and then showed a 38% lift after 9 months. And while overall remnant revenue for Boston.com has gone up significantly, the real story is that the effective CPM has more than doubled. According to Glen Reardon, Boston.com Director of Advertising Sales, “The most impressive thing is that ReviNet has been able to significantly and strategically increase the amount of revenue we get from unsold inventory with minimal involvement on our end, allowing our sales and ad ops teams to focus on our core business and driving direct revenue.” Additionally, ReviNet knows the importance of protecting each publisher’s brand. They were able to effectively manage Boston.com block lists to serve up better quality ads and react rapidly to any discrepancies or violations of the block list. ReviNet frees up three or more full-time staffers The other important area for Mr. Reardon was the elimination of opportunity costs associated with ad network management. Partnering with ReviNet freed up the time of 3 or more key full-time staffers:
“For premium publishers, the blanket benefit of optimization is giving time back to publishers so they can focus on increasing their direct ad sales. ReviNet is the leader in the optimization business because they are so Publisher focused.” – Glen Reardon, Director of Advertising Sales, Boston.com Delivering future growth for Boston.com Moving forward, ReviNet will continue to drive eCPMs and CPMs as high as possible while maintaining optimal, high-quality advertisers on Boston.com. In addition, ReviNet is providing the tools and the network oversight to minimize, if not eliminate, block list violations and further protect the Boston.com and Boston Globe brands. There are also opportunities for ReviNet to deliver additional revenue growth to Boston.com around non-standard IAB ad units and mobile and video inventory. By partnering with ReviNet, Boston.com was able to free up valuable team resources while significantly increasing total remnant ad revenue and CPMs. « return to previous page |
“ReviNet has been able to significantly and strategically increase the amount of revenue we get from unsold inventory”Glen Reardon, Director of Advertising Sales, Boston.com |
