AMP Video Outperforms Display by 58% for a European Pub

AMP Video Outperforms Display by 58% for a European Pub

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The publisher:

The publisher is a fast-growing Formula 1 and motorsport news website with millions of engaged monthly readers in Europe.

Problem Definition:

Growing AMP page views with a marginal increase in AMP revenue due to:

• Monetization limited to display units
• No AMP-compatible video unit added on AMP pages

Requirements:

To identify a way to increase revenue by adding an AMP-compatible video player, similar to what’s achievable on the standard web.

iion Solution Implemented:

• Replacing a standard 300*250 display unit with iion's AMP-optimized video player.
• Bringing in additional demand through the player via header bidding.
• Utilize a Display secondary ad unit, when the video doesn’t fill the auction

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Results:

• Video typically sells at higher rates and as a consequence, Sold CPM saw a drastic increase of 24%,
• Interestingly, the overall ad unit fill rate was also higher by 22%, as the iion solution features a secondary display unit when a Video Pre-roll doesn’t win the auction.
• This meant an overall jump of 51% in overall Ad Unit RPM and a Revenue Boost of 58%

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