Outdoor Sportsman Group Increases Programmatic CPM by 114% Using Operative Compete
Sep 27, 2016, 08:12 ET
NEW YORK, Sept. 27, 2016 /PRNewswire/ -- Operative Media, Inc., the global leader in advertising business management solutions, today announced that the company has generated a significant increase in programmatic revenue for Outdoor Sportsman Group (OSG), the leading producer of television programming focusing on the outdoor lifestyle and activities. Within two months, OSG realized a 114 percent increase in programmatic CPMs as a result of its partnership with Operative, increasing revenue from exchanges by 14 percent. Additionally, OSG was able to increase the amount of inventory it sold directly—from 66 percent to as high as 90 percent. These improvements resulted in a 6 percent bottom line increase in digital revenue for the company.
Outdoor Sportsman Group includes channels such as the Outdoor Channel and the Fishing Channel, and has significant digital inventory in both display and video. The company was using programmatic partners to fill unsold inventory across its sites, but was unhappy with its return. OSG executives also felt that the company was sending too much of its inventory to programmatic channels, but were unsure how to increase yield across the board. The digital team lacked the internal resources to make significant improvements on their own.
OSG selected Operative to create a strategy for improving programmatic performance and ensure that yield would be maximized for every impression, both programmatic and direct. Operative's innovative Compete solution includes management services as well as reporting and optimization technology that is designed to improve yield across a media company's entire advertising business.
"Operative Compete has increased our programmatic revenue and has set us up for long term profitability as we build out our strategy," said Reggie Hudson, Director of Digital Advertising Operations at Outdoor Sportsman Group. "The success we have enjoyed with Operative has sent a positive message about the value of programmatic throughout our company. We look forward to working with them on our programmatic video business going into 2017."
Operative first helped OSG update its product catalog to provide buyers with more granular information and choice and then implemented several new programmatic revenue partners to compete with OSG's current programmatic vendors. Operative also provided quick and easy integration and frequent testing to determine the right combination of programmatic partners for every part of OSG's digital inventory. Operative's Compete technology provides ongoing optimization analysis and transparent reporting to ensure that OSG maximizes revenue and can build insights into its overall advertising strategy over time.
"Outdoor Sportsman Group faces the same challenges that many premium content companies have as they transition to a multi-channel digital environment," explained Lorne Brown, Operative's CEO. "Specifically, they must contend with packaging and selling a complex array of data and inventory with insufficient technical and analytical resources. They have been a great partner as we have worked to increase their programmatic revenue and improve the efficiency of their digital advertising operations. We're excited to continue our work together as they build out their programmatic capabilities across video and future channels."
About Outdoor Sportsman Group
Outdoor Sportsman Group is the largest media company solely devoted to bringing the best in content and entertainment to America's 80-million+ outdoor sports enthusiasts.
OSG's brands cover the spectrum of the outdoor experience–from big-game-adventure hunting to fishing for bass in backyard ponds to competing in the highest-caliber shooting sports events, our audience has come to rely on the expertise of our editors and its presentation across every media platform for the best, most entertaining, useful and relevant content.
About Operative
Since 2001, Operative Media, Inc. has developed software and services that help publishers, agencies, and networks simplify the business of advertising. Media companies rely on Operative to sell, traffic, and bill premium ad inventory, increasing revenue and decreasing overhead. Operative's client base, which controls over 20 percent of the global ad market, includes NBCUniversal, Meredith, Refinery29, Wall Street Journal, Comcast, iHeartMedia, BuzzFeed, VICE Media, Vox, and Cox. For more information, visit www.operative.com.
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SOURCE Operative Media, Inc.