Over 50% Revenue Growth: How CNN Brasil Reinvented Its Monetization Strategy with Innovative Ad Suite
About
CNN Brasil
CNN Brasil is one of the largest and most influential news outlets in Brazil. Launched on March 15, 2020, it is owned by Novus Media and operates under a licensing agreement with CNN International, blending the global brand’s reputation with local expertise.
With 24/7 broadcasting, a high-traffic news website, and a rapidly growing digital presence—reaching approximately 19.3 million monthly users on YouTube and 61.6 million on social media—CNN Brasil has quickly established itself as a trusted source of top-tier information in the region, covering everything from politics and business to health, entertainment, and sports.
Committed to maintaining high journalistic standards, CNN Brasil sought a solution that could boost company revenue and support its strategic objectives while keeping users' best interests in mind. That’s where Membrana Media stepped in.
CNN Brasil
Challenges
Flexible Monetization
The media outlet needed a tool that could meet its financial targets without jeopardizing user experience, website performance, or compliance with Google policies.
User Experience
It was essential for the new tool to be non-intrusive, providing intuitive navigation and easy access to content of interest.
Technical Integration
Any new solution had to integrate seamlessly with CNN Brasil's digital infrastructure, ensuring smooth video delivery, fast page load speeds, uninterrupted user flow, and error-free performance. Even minor disruptions could reduce engagement and increase bounce rates.
Membrana Media Solution
Advanced Video Monetization
To optimize revenue without compromising UX, Membrana Media offered an advanced video monetization solution: a high-performance light-weight video player with contextually relevant, dynamically served ad placements. Embedded directly into article pages, it ensured that monetized content appeared where user engagement was highest, maximizing both visibility and revenue potential. For CNN Brasil, it was crucial that the video player did not autoplay on page load. Membrana's solution fully complied with Google’s non-intrusive video playback policies, ensuring a smooth and uninterrupted user experience.
Daily Video Highlights
The team also took charge of producing Daily Highlights—a selection of 5 top-breaking news stories presented in a dynamic 90-second video format. This solution complemented the video player, encouraging users to stay longer on the page, thereby boosting both ad revenue and CPM. Each video was carefully overseen to ensure it fully conformed to CNN Brasil’s editorial guidelines, maintaining a familiar tone of voice and brand consistency.
AdWall Rewarded Unit
As the next step, Membrana introduced the AdWall—an innovative, reward-based format that allows users to access premium content in exchange for viewing ads. This solution was rolled out to a small, targeted group of active users, with a cap of just one interaction per month, to make monetization efforts as non-intrusive as possible. The AdWall format has already proven highly effective in LATAM, delivering CPM rates of over $8.
At CNN Brasil, we are committed to upholding the highest journalistic standards while driving innovation to support our strategic goals. Our partnership with Membrana enabled us to boost revenue without compromising user experience, maintaining the performance our audience expects. As part of our strategy to accelerate digital streams, we recognize the growing importance of video content in driving growth across platforms, as the way users consume information has radically changed in recent years.
At CNN Brasil, we are committed to upholding the highest journalistic standards while driving innovation to support our strategic goals. Our partnership with Membrana enabled us to boost revenue without compromising user experience, maintaining the performance our audience expects. As part of our strategy to accelerate digital streams, we recognize the growing importance of video content in driving growth across platforms, as the way users consume information has radically changed in recent years.
Stages of Collaboration
Strategic Alignment
Both teams defined clear revenue goals and aligned on key performance metrics. The primary focus was striking the right balance—boosting revenue without slowing down the site or disrupting user engagement. The strategy needed to be efficient, scalable, and most importantly, invisible to users.
Testing and Optimization
Membrana Media rolled out its video solution and AdWall format on a select number of CNN Brasil’s article pages to test performance in a controlled environment. A/B testing was conducted to measure engagement levels, page load speed, and assess overall user interaction. By analyzing key metrics like bounce rates, session duration, and revenue impact, the teams were able to fine-tune the setup, ensuring optimal performance before implementing solutions for a wider audience.
Full-Scale Implementation
The video player was rolled out across all article pages, seamlessly integrating into CNN Brasil’s content ecosystem. At the same time, the AdWall format was introduced to a targeted user segment. Strict limits on ad frequency (a small audience, one impact per month) kept the monetization efforts effective without being intrusive.
Key Performance Results
By integrating Membrana Media’s Monetization Ad Suite, CNN Brasil saw a major revenue boost without sacrificing performance or user experience—a balance that was crucial for a reputable media outlet.
The cooperation began with the Daily Highlights format, driving early growth and engagement. Then, the AdWall was rolled out to a smaller group of users, resulting in a 50% increase in revenue.
This smart strategy helped CNN Brasil solidify its role as a top digital news source in Brazil, fueling both editorial efforts and future growth, all while maintaining high-quality coverage and the premium experience its audience relies on.
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