Membrana's Video Strategy Uplifts TV Prime Revenue by 22%
About
TV Prime
TV Prime is a popular Brazilian online platform that provides visitors with the latest updates on celebrities, entertainment, interviews with famous personalities, fashion and beauty tips, as well as details about TV shows and cultural events in the region.
TV Prime
Challenges
Low profitability of video advertising
The revenue from video advertising did not correspond to the volume of the offered advertising space
Insufficient inventory fill rate
Not all available ad spaces were in demand and filled with advertising content systematically, leading to a shortfall in revenue
Short user session durations
The publisher was looking for ways to engage users in articles and website materials and extend their interaction with the content.
Membrana Media Solution
Increase in profit
TV Prime's requirements were met through increased profitability, attained by implementing video formats and maximizing ad space utilization.
Increasing Inventory Fill Rate
Integration of Membrana's Headline Video product provided TV Prime with access to high-quality In-Stream ad formats, improving inventory fill rates.
Extending User Sessions
Membrana's locally crafted videos enhanced content relevance compared to automatically generated content, thereby increasing user engagement and extending session durations.
Through the collaboration with Membrana Media, TV Prime effectively incorporated video content, leading to a notable enhancement in website traffic, a rise in CTR, and extended average visitor engagement. As a result, we've attracted new audiences, boosted revenue, and improved the quality of our publications.
Through the collaboration with Membrana Media, TV Prime effectively incorporated video content, leading to a notable enhancement in website traffic, a rise in CTR, and extended average visitor engagement. As a result, we've attracted new audiences, boosted revenue, and improved the quality of our publications.
Stages of Collaboration
Product Testing
It was decided to enhance the publication by incorporating advertising video inventory from Membrana Media.
Headline Video and Daily Highlights Implementation
TV Prime is leveraging Membrana's video ecosystem products on the main pages of the website, maximizing and expanding all available website resources.
Cooperation with Video Production
Video production daily collaborates with a team of local copywriters to create up-to-date videos that correspond to the page content.
Key Performance Results
RPM
Collaboration with Membrana has led to a 22% revenue increase and the incorporation of an additional content distribution channel.
Monthly unique visitors
Membrana Media assisted the publisher in seamlessly integrating video content into the website pages, and as a result they noticed a 15% increase in page views.
Average session duration
Furthermore, the website's average user session duration has extended by 30 sec, underscoring the appeal of its content.
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