Case study

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.

  • For the sellers, placing advertisements in the form of banners or sponsored listings led to a demonstrable lift in sales on the platform.

  • For the platform itself, advertising could keep a premium set of sellers happy, while adding a revenue stream to their own business .

Business Challenges

In building this business, our customer had encountered a number of challenges:

Manual Ad Operations

Adding advertising required our customer to add new components to their tech stack and make changes to their platform.

Inability To Understand Revenue Risk

Creating this business also created several new and complicated workflows, many of them run manually via email chains, excel sheets, or other offline documents.

Inadequate Campaign Intelligence

Our customer experienced a steep learning curve in setting up this business, primarily because advertising was so different from their core e-commerce business.

Long Invoicing Cycles

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.

Goals

Campaign Delivery

Have the ability to predict the likelihood of campaign delivery before pushing campaigns live.

Spot Risks

Have the ability to spot campaign risks that lead to revenue loss.

Delivery Rates

Improve delivery rates with the help of additional targeting suggestions.

Automate

Automate campaign creation, monitoring, and reporting.

Approach

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.

featured

Phased Implementation

Out-of-the-box Rollout

Product rollout with minimal customisations and ready integrations to streamline the sales and revenue processes and information.

Deeper Functionality

Customer success and Engagement team deployed to help in rollout and continuous support.

Subsequent Phases

Deeper integrations with custom ad server and other systems.

Customer Outcomes

Fill rates grew by 3X compared to the pre-2019 average.

The 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.

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:

  • Their ad operations workflows are almost entirely automated, saving massive amounts of time, manpower and cost.
  • The business has grown more than 4X without any increase in team size.
  • Revenue intelligence means that there is no money left on the table. Fill rates have grown 3X, and under-delivery is far lower than industry averages.
  • The platform understands their audience at a granular level, easily turning audience intelligence into sellable audience data.
  • Invoicing cycles are counted in hours, down from several days, leading to big savings in working capital costs.
  •  

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?