We reconfigured their ad setup leading to 96% eCPM growth, optimized their website leading to another 36% eCPM growth, and introduced tech add-ons resulting in a revenue lift.
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CricTracker, a leading cricket infotainment website, has over 15 million followers on various social platforms. They cover all the aspects of the game through news, match predictions, fantasy tips, pre and post-match analysis, statistics, cricket facts, social media trends, videos, humor and more with over 30 active categories that are updated 24×7 for its devoted fanbase.
~6.08 mn/mo* (Sept. 2021)
Website (mobile and desktop)
and AMP
English, Hindi, Bangla
5th within the sports category
in India (Sept. 2021)
*source: similarweb
GAM
A small team of content writers who wanted to provide cricket fans an alternate destination for cricket content besides the popular ones (ESPN, Cricbuzz, Sportskeeda, etc). One of Syed’s top priorities was to provide his users a clean UX. To achieve this, he had simply hardcoded a few Google AdSense tags on the site. The publisher knew that his site had more scope to generate additional revenue but didn’t know what it took to move the needle. He needed someone to guide and handhold him through his monetization journey.
GAM Setup
New Demand
Partners
Banner Refresh [HVR] and Header
Bidding [HB] were introduced
Before - 31%
After - 93%
Changes
The first course of action was to set up a GAM account for Syed. We set up ad units for each AdSense placement. During this exercise, we also consulted him on changes to be made to their ad sizes, ad formats, and ad layout. We introduced his team to many trusted demand partners which helped increase the auction pressure and resulted in better fill rates and revenue.
In the very first week of onboarding CricTracker, AdOpsOne delivered an impressive 135% uplift in eCPM and improved fill rates from 31% to 53%. The changes made to the ad layout alone saw an increase of 23% in revenue for those ad units.
We consulted him on how he could generate a lot more revenue if he sold his inventory directly to advertisers and agencies. We consulted him through strategy and pricing. We helped him traffic his first few campaigns. Today, Syed runs a direct ad sales team. What began as an experiment is now part of his long-term strategy.
To boost his direct capabilities further, we introduced new ad formats like interstitial, video (in-stream and outstream), and rich media. We also deployed our popular tech add-ons like Header Bidding, Banner Refresh (HVR) and AMP (Accelerated Mobile Pages) adapter.
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