1. CHALLENGE
As digital publishers continue to aggressively compete for advertisers,
newspapers are always looking for new and creative ways to increase
revenue. One international newspaper believed that better forecasting
would get them closer to their revenue goals. To test their theory, the
newspaper turned to Yieldex.
Using Yieldex’s inventory management platform, YieldEdge, this publisher
conducted a three-month test comparing accuracy between YieldEdge
and their ad server’s forecasting technology.
SOLUTION
The head-to-head test showed that the YieldEdge platform predicted
inventory availability with 10 percent more accuracy than the newspaper’s
ad server. This improved forecasting accuracy and greater targeting
visibility allowed the newspaper’s direct sales team to book channel-
targeted deals to capacity with more confidence and avoid disappointing
advertisers with overbooking and overdelivery.
OUTCOMES
Just a 10 percent difference in accuracy meant uncovering 320 million
impressions for this publisher.
In sold-out channels during the pre-Christmas season, the ability to book
more targeted campaigns resulted in improved fill rates, generating more
than $60,000 in revenue.
In addition, more precise forecasting from the YieldEdge platform
brought unanticipated workflow benefits to the newspaper’s ad ops
team enabling them to:
> Stop haircutting capacity numbers and forecast with more certainty,
so they can sell to their maximum potential.
> Spend less time on underdelivery management and availability,
(amending orders, running reports, etc.), so that the team can
focus on RFPs.
> Gain visibility into all competing order lines so that the team can
optimize against consumption and better calibrate campaigns.
International Newspaper Discovers Hidden
Revenue With YieldEdge Forecasting Technology
Case
Study
sales@yieldex.com
www.yieldex.com
The newspaper
discovered more than
$60,000
in new revenue
Increased accuracy
helped uncover
320million
impressions
YieldEdge
predicted inventory
availability with
10percent
more accuracy
than the newspaper’s
ad server