Sunday World Scales Revenue 2x with Video Monetization and AdWall
About
Sunday World
Sunday World is a South African tabloid-format newspaper and digital publication owned by Fundudzi Media, based in Johannesburg. Its editorial focus caters to the young, aspirational Black consumer. The media offers a mix of racy infotainment, celebrity news, sports, and gossip (under the popular "Shwashwi" column), alongside lifestyle content and dedicated sections on fashion, beauty, health, motoring, and finance.
Sunday World
Challenges
Limited Monetization Options
At the start of the partnership, Sunday World relied exclusively on Google AdSense for display banners. The system was easy to manage and integrated well into editorial workflows but lacked the diversity and depth needed for significant revenue growth.
Low CPMs
The existing monetization model delivered relatively low CPMs, especially for a publisher with Sunday World’s reach. Without more engaging formats to hold user attention, bounce rates remained high. Readers consumed content and exited the site, limiting session depth and advertising value per visit.
Traffic Volatility
Before stabilizing at 2.6M+ monthly page views, Sunday World experienced significant month-to-month traffic fluctuations. The team needed a solution that would integrate into existing editorial workflows without disrupting the reader experience.
Membrana Media Solution
Daily Highlights
The first step involved launching Daily Highlights — a format featuring five short-form videos each day that highlighted the most important editorial stories. These videos were published across all site pages and, in addition to providing a new monetization channel, contributed to increased time on site and stronger engagement.
AdWall Format
Membrana then introduced AdWall, a proprietary rewarded video format targeted to 10% of mobile users. In exchange for watching a short ad, users could access premium content. The format proved highly effective, generating CPMs of $9 while maintaining a seamless user experience.
We've experienced exceptional service and tangible value from our partnership with Membrana. Their swift onboarding process and the impactful implementation of their Daily Video and Adwall solutions have demonstrably improved audience engagement, driving significant growth across multiple revenue streams. They are a key enabler for our continued success.
We've experienced exceptional service and tangible value from our partnership with Membrana. Their swift onboarding process and the impactful implementation of their Daily Video and Adwall solutions have demonstrably improved audience engagement, driving significant growth across multiple revenue streams. They are a key enabler for our continued success.
Stages of Collaboration
Strategic Alignment
Both teams aligned on increasing revenue through non-intrusive, scalable monetization. A shared revenue model ensured transparency and common goals.
Initial rollout
Thanks to previous testing with a similar vendor, implementation was smooth. A real-time performance dashboard was added to solve early reporting delays and give the team 24/7 access to key metrics.
Full Deployment
The Daily Video format was launched site-wide, while AdWall was introduced to a select group of mobile users. Direct Sales integration is currently in progress.
Key Performance Results
Thanks to its partnership with Membrana Media, Sunday World has built a stable and scalable monetization model that aligns with both its business goals and editorial values. By introducing Daily Video and AdWall, the site doubled revenue, improved ad performance, and enhanced user engagement—without compromising the reading experience.
Looking ahead, the team is focused on reaching 5 million monthly page views by the end of 2025. Key priorities include:
- Scaling video and banner monetization
- Expanding Direct Sales capabilities
- Testing new formats such as Headline Video and section-based highlight
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