Membrana Media Helps OBOZ.ua Increase Revenue by 35% with the Innovative AdWall Format
About
OBOZ.ua
OBOZ.ua is a Ukrainian socio-political online publication established in 2001. As one of the oldest and most authoritative online publications in Ukraine, it covers a broad range of topics, from politics and economics to culture and sports. The media resource is popular both among Ukrainian audiences and internationally.
OBOZ.ua
Challenges
Low Registration Rates with RegWall
OBOZ.ua made several attempts to implement RegWall to collect user data, but users were reluctant to register, resulting in low conversion rates and significantly lower revenue than expected.
Incorrect Assumptions about User Engagement Funnel
The publication aimed to increase revenue without aggressive content blocking, seeking a balance between monetization and user experience to retain loyalty.
Risk of Traffic and Unique Visitor Loss
The editorial team was concerned that partial content blocking could reduce traffic and impact the number of unique visitors.
Membrana Media Solution
Introducing AdWall as a RegWall Alternative
The Membrana Media team proposed the AdWall format, allowing users to access content in exchange for viewing an ad without financial cost or the need to provide personal data. This solution greatly increased audience willingness to interact with the site and paved the way for future registration implementation.
Adjusting the User Engagement Funnel
AdWall made ad interaction feel more natural, boosting user engagement and site revenue. By limiting ad frequency to once per week and tailoring messages to the user, the monetization process became effective without negatively impacting user engagement depth.
Non-Intrusive Content Blocking and Traffic Retention
The format blocked only part of the content, keeping the sidebar open for navigation. Regular A/B testing helped optimize messages, minimizing negative impacts on audience behavior and ensuring stable traffic and high unique visitor levels.
Stages of Collaboration
AdWall Testing
The format was launched on select sections of the site to analyze interaction and traffic impact. Optimal ad window settings and content blocking levels were determined.
Analysis and Adjustments
Revenue, CPM, and conversion rates were systematically reviewed. Content and ad window sizes were adjusted to improve format effectiveness.
Weekly Meetings
Weekly discussions with the OBOZ.ua team allowed for prompt strategy optimization to ensure steady revenue growth.
Key Performance Results
Results
35% Increase in Overall Revenue
AdWall implementation led to a 35% growth in overall revenue.
Traffic Stability
Traffic and unique visitor numbers remained steady despite partial content blocking.
Increased Engagement with the Format
Interaction with the ad window showed high engagement levels, enhancing the overall effectiveness of the ad campaign.
Improved CPM Rates
AdWall positively impacted CPM rates, leading to higher revenue per thousand page views.
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