TextNow gains triple digit growth in ad performance
Sortable's data and analytics revealed opportunities to improve ad products and behaviours–increasing viewability by 220% and CPM by 148%.
90% of their users arrived organically, so TextNow was looking to understand and protect the end-user experience while balancing goals such as:
With 20% of overall users on their web applications, TextNow wanted to lift revenue and performance by generating the most fill at the highest CPM rate on their web-based ad inventory.
As a free texting application, TextNow’s users tend to have very long session durations on a single page. TextNow used an ad refresh strategy in an attempt to better monetize this setup, but had difficulty achieving a high fill rate, resulting in a percentage of their inventory going unsold.
Understanding the Impact of Changes
Prior to Sortable, TextNow experimented with an open-source header bidding solution, and a third-party reporting platform to make sense of revenue performance. It was difficult to isolate the impact of different ad execution strategies which slowed down iteration and understanding how to optimize.
Over a two-month testing period, Sortable identified areas to optimize on TextNow’s unsold inventory, particularly focusing on refresh rates and viewability. Sortable worked with TextNow to reduce the inventory conditionally until fill and CPM improved, and then increase it again in an effort to maximize revenue. Hourly changes to refresh calls were monitored through Sortable Analytics. The resulting performance data provided actionable insights to power further changes.
The lightweight solution comprised of a minimal amount of code, combined with active guidance from the Sortable team, resulted in TextNow deploying Sortable across 100% of their display inventory.
Headquarters: Waterloo, Ontario, Canada
Ad monetization for Web applications
Increase performance on single page interface
Implementation: Publisher Ad Server