A Leading OTT Player Grows Revenue By 4X
A leading OTT player grows revenue by 4X without increasing team headcount via high levels of automation and a focus on accurate, valuable data.
Adding advertising required our customer to add new components to their tech stack and make changes to their platform.
Creating this business also created several new and complicated workflows, many of them run manually via email chains, excel sheets, or other offline documents.
Our customer experienced a steep learning curve in setting up this business, primarily because advertising was so different from their core e-commerce business.
Poor revenue visibility led to long billing cycles and higher working capital costs.
As a consequence, our customer was held back from growing as fast as they wanted.
New technology added complexity to their business, made worse because each component was disconnected from others. For example, their ad server did not talk to their booking system, or to their downstream revenue and invoicing systems.
Additionally, because teams were disconnected from each other, even simple tasks like booking and flighting ad campaigns became painful. Sales teams double-booked limited inventory, resulting in revenue losses.
Finally, with advertising being such a dynamic business, the business team was constantly looking for improvements, enhancements, experiments, or changes to their technology and ways of working. But with most of our customers’ engineers focused on their core platform, the ads business was often sidelined.
Have the ability to predict the likelihood of campaign delivery before pushing campaigns live.
Have the ability to spot campaign risks that lead to revenue loss.
Improve delivery rates with the help of additional targeting suggestions.
Automate campaign creation, monitoring, and reporting.
Identified specific patterns in revenue and delivered risk alerts to the right people at the right time, allowing them to take corrective measures to plug revenue leakage in real-time.
Simplified big data and turned them into real-time actionable insights on available audience targeting for the sales team.
Projected delivered revenue insights with booked revenue constraints by leveraging campaign pacing reports.
Enabled the ability to pivot campaigns well in advance of campaign end-date by auto-generating actionable high-risk alerts per campaign.
Fill rates grew by 3X compared to the pre-2019 average.
The OTT platform can quickly spot frequency caps limiting fill rates, and the sales team is equipped to commit to guaranteed delivery.
Voiro’s targeting widgets translate extensive, disparate audience data into the latest monetisable and sellable audience data at scale, helping the sales team close better sales deals on the spot.
The OTT platform clearly understands fast-moving audiences in real-time, allowing them to price better and upload better rate cards at scale.
Our customer has seen the following benefits from using Voiro:
Are you an e-commerce platform thinking of leveraging advertising?
Do you have an ads business that you’re looking to scale up?
Do you identify with any of the challenges we’ve discussed here?