Customer

How A Leading Indian OTT Platform Achieved Over $200 Million In Ad Revenue With The Help Of Voiro

The way we perceive and consume content today has changed dynamically, and OTT platforms have played a central role in that change. According to a report in Mint, OTT platforms invested ~$665 million in 2021 in content, with leading platforms spending ~$380 million. The writing is on the digital wall for everyone to see. With the industry expected to grow to $13 billion–$15 billion over the next 10 years, the Indian OTT market is expected to witness unprecedented growth in the near future.

The future of live sports monetisation has immense potential. Content creators today can enter the live streaming space and monetise their content seamlessly. Easy-to-configure platforms allow independent clubs to monetize their live sports content faster. Live sports as a monetisation opportunity has never been more attractive.

However, setting up such a business at scale can get complicated. The market is competitive, and players have to stay on their toes to attract and grow ad revenue. Voiro helps OTT businesses to thrive using real-time and historical data to help make critical decisions. This case study analyses the key challenges faced by one of India’s leading OTT platforms in monetising live sports streaming and how Voiro helped them manage and scale their monetisation business to become a powerhouse in the Indian media industry.

  • 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.

Goals

Automate Workflow And Reduce Billing Cycles

Increased Revenue Through Accurate Revenue Forecasting

Recognise Performance Gaps And Increase Sales Efficiency

Achieve Pricing Flexibility And Optimise Revenue Realisation

Business Challenges

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

Insufficient Collaboration

Our customer’s sales and ops teams worked in silos and needed to be brought together to build efficiency and a better monetization practice.

Gaps In Performance

Our customer was unable to understand revenue attribution by client, agency, and region for each salesperson in granular detail, resulting in sub-optimal sales performance.

Sales Target Visibility

Our customer needed a sophisticated revenue ops system that supported multi-layered targeting, in order to balance and incentivise all parties while making a sale.

Forecasting Revenue

Our customer wanted to leverage real-time data to forecast revenue across a variety of metrics and generate flexible strategies to drive more ad revenue.

Limited Pricing Flexibility

Our customer wanted to empower their advertisers with granular planning criteria to achieve ad placements at specific moments within a live sporting event.

Demand For Pacing Data

Our customer needed a system that allowed its ops team to pace campaigns across large sporting events and optimise revenue realisation.

Approach

Enabled the platform’s ad sales team to manage their pipeline cycles and drive pipeline and sales visibility.

Automated ad workflows, campaign setup and reporting against client KPIs.

Consolidated revenue data from all sources and gave an accurate, real-time visibility of revenue data across the business.

Brought the platform’s ad sales, ad ops, revenue, and data teams to collaborate and drive business together on the Voiro ad monetisation suite.

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Phased Implementation

Optimised Ad Ops

We addressed the platform’s need to manage and track hundreds of campaigns at scale. Voiro’s ad ops module also allowed the platform to onboard multiple SMB and gaming clients.

Optimised Ad Sales

We optimised the platform’s ad sales that allowed them to accomplish two things
a) bring all data under one roof and allow sales to use historical data to make better deals and
b) allow sales to capture and validate data all the way to the point of delivery, performance attribution, and billing.

Optimised Ad Monetisation

Automated the entire ad monetisation workflow allowing the platform to make every decision driven by data backed insights to offer better deals to advertisers, track revenue against specific targets and KPIs, and slice and dice data to get a granular understanding of the ad business.

Customer Outcomes

Improved Sales Efficiency

Sales team saves 90% time on CRM entries.

Precise Revenue Forecasting

Accurate revenue forecasting across standard, campaign-specific and live sport metrics.

Accurate Deal
Targeting

Ad sales teams can allocate targets across agencies, content categories and other clusters without the risk of double-counting.

Near-zero Effort Reporting

Campaign reporting effort reduced by 95%.

Monetisation In
Sync

Voiro’s historical performance insights unlock new revenue opportunities.

Attracting New
Clients

Ad monetization now scales effectively, allowing for smaller advertisers, including in the gaming sector.

Faster And Efficient Billing

End of the month billing cycles are reduced by 70%.

Pin-point
Attribution

Voiro’s revenue attribution algorithms drive a higher-performing sales team with granular sales monitoring by salesperson, team and region.

Increased
Revenue

Live sales insights enable better sales planning, and driving more revenue.

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.
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Improved Sales Efficiency

Sales team saves 90% time on CRM entries.

Near-zero Effort Reporting

Campaign reporting effort reduced by 95%

Faster And Efficient Billing

End-of-month billing cycle is reduced by 70%

Precise Revenue Forecasting

Accurate revenue forecasting across standard, campaign-specific and live sport metrics.

Monetisation In Sync

Voiro’s historical performance insights unlock new revenue opportunities.

Pin-point Attribution

Voiro’s revenue attribution algorithms drive a higher-performing sales team with granular sales monitoring by salesperson, team and region.

Accurate Deal Targeting

Ad sales teams can allocate targets across agencies, content categories and other clusters without the risk of double-counting.

Attracting New Clients

Ad monetization now scales effectively, allowing for smaller advertisers, including in the gaming sector

Increased Revenue

Live sales insights enable better sales planning, and driving more revenue.

Are you an OTT 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?