How Jagran New Media doubled video ad revenue with a managed AdOps service

Jagran New Media, a main publishing home in India, had a revenue drawback. They’d been counting on ad networks to handle outstream video — mobile-only advertisements that seem on associate websites and apps outdoors of YouTube — on their web sites.

“The video participant was totally managed by the ad networks and carried out on our websites as a 1×1 tag,” defined Dinesh Joshi, AVP & Head of Ad Monetization & Strategic Partnership at Jagran. “We skilled very excessive discrepancies between our ad server and the community ad server, which was a constant challenge.”

In his function, Joshi is liable for all of the programmatic revenue at Jagran. He needed to extend video ad revenue by taking full management of Jagran’s video ad serving infrastructure. 

An absence of transparency

Jagran runs and manages premium websites for information and present occasions, leisure and training. The firm has been ranked as publishing India’s largest-read day by day newspaper for the final 21 rounds of the Indian Readership Survey (IRS) and stands because the primary Hindi information and knowledge supply in India. 

Jagran was utilizing a number of video gamers from varied ad networks which brought about a host of points that in the end impacted their capacity to monetize video throughout their web sites. These included:

  • Late fee and fee disputes;
  • An absence of revenue transparency;
  • Discrepancies between ad networks and Jagran’s Google Ad Manager studies; and
  • A lack of stock attributable to “passing back” between totally different gamers.

Lack of transparency meant that Joshi’s workforce didn’t know the precise costs that the networks had been charging for Jagran’s stock. Any drops in CPM that occurred had been by no means satisfactorily defined to them. They had been unable to totally align their very own demand with the third-party participant or management the ad server. This meant they needed to depend on ad networks to do that (with out receiving any actual transparency all through the method).

Jagran partnered with Aniview, a video ad participant resolution, to handle their AdOps wants internally.

Taking management of video ad stock 

Joshi spearheaded the pivot away from counting on third-party ad networks to gaining full management over how Jagran’s video advertisements stock is bought. He headed up the method internally and in the end took the proposal to senior administration for approval by presenting a smart enterprise case.

“The very first thing we did was evaluate our video ad revenue to our show ad revenue,” stated Joshi. “We discovered it very missing. Video CPMs are typically larger than show, but the performances didn’t replicate that.”

There had been different points that annoyed Joshi’s workforce, together with frequent revenue drops, which they hadn’t skilled with show advertisements. “We agreed to check the system for 2 to 3 months to gauge efficiency. We discovered the check very profitable, and by that point the important thing choice makers had been on board with the technique,” defined Joshi.

Onboarding and assist from a trusted associate

Joshi’s workforce didn’t have a lot expertise deploying video gamers and working video ad serving platforms, so that they relied on Aniview for assist in the course of the preliminary levels of implementing and working the system. This enabled Jagran’s ad ops folks to be taught and rise up to hurry at their very own tempo. 

Said Joshi, “Even although it’s a very easy system to make use of manually, we most popular to make the most of the Aniview workforce within the earlier levels so we may get probably the most out of the platform.”

Jagran started the initiative by testing the brand new system on considered one of their smaller web sites. They ran the brand new  protocol on the positioning for roughly one month, throughout which period they examined varied participant positions and the efficiency of various configurations.

Example of ad operating on a Jagran web site—picture offered by Jagran New Media

“It was plug and play, so we didn’t have to alter a lot of our present setup. We use Google Ad Manager and the participant may be managed on the web page as a 1X1 tag. For connecting our different advertisers and companions, it was simply a matter of copying and pasting a URL or different items of knowledge,” stated Joshi.

Video revenues enhance and transparency reigns supreme

Since taking their video ad serving in-house, Jagran’s video revenues have dramatically elevated. Video advertisements have grow to be a important revenue generator for the corporate, with revenue doubling for ad spots on the in-house resolution.

The standout metric for Joshi is transparency. “Before utilizing Aniview, we acquired poor transparency, however by no means actually understood the worth that comes with having extra readability. We now realise how necessary it’s. We’ve created considerably extra video stock and have misplaced far much less visitors.”

Jagran had incessantly encountered discrepancy issues with their video ad companions earlier than implementing their ad participant resolution. Joshi famous that implementing the inner participant eradicated nearly all of them. “I doubt any of those processes may have been improved with out the transparency Aniview’s platform gives,” stated Joshi.

Read next: Neuroscience shows that video makes people happier than text

Expanding video content material and scaling development

Jagran plans to broaden the usage of their very own video content material throughout their web sites and proceed rising their video enterprise. “Now that we’ve an ad system we are able to handle and management, it’s a lot simpler for us to scale up,” stated Joshi.

Looking again on the initiative, Joshi notes that he wouldn’t have modified their strategy or completed something in a different way. They minimized dangers within the early levels by testing solely on a very small a part of their operation. 

When requested if he had any parting phrases of recommendation to companies seeking to take management of their video ad stock, Joshi stated, “I might advise publishers to not try to run too many video gamers. Choose one or two good companions, discover a system you’ll be able to management and log into from the backend. It will prevent from many operational issues down the road in the long run. They say you both win or be taught, and our earlier experiences have, in a manner, helped us now attain a way more efficient resolution.”

About The Author

Jacqueline Dooley is a freelance B2B content material author and journalist overlaying martech trade information and tendencies. Since 2018, she’s labored with B2B-focused businesses, publications, and direct purchasers to create articles, weblog posts, whitepapers, and eBooks. Prior to that, Dooley based Twelve Thousand, LLC the place she labored with purchasers to create, handle, and optimize paid search and social campaigns.

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