TextNow gains double digit growth in ad performance
Sortable's data and analytics revealed opportunities to improve ad products and behaviours–increasing viewability by 220% and CPM by 148%.
A leader in the wireless industry, TextNow provides millions of consumers with unlimited talk and text freedom around the globe. Their mission is to change the way people communicate through exceptional and affordable phone service.
At a glance
Headquarters: Waterloo, Ontario, Canada
Ad monetization for Web applications
Increase performance on single page interface
Solutions: Sortable for Enterprise
TextNow needed a programmatic solution for their free-calling applications which would effectively monetize users with long session durations.
90% of their users arrived organically, so TextNow was looking to understand and protect the end-user experience while balancing goals such as:
With 20% of overall users on their web applications, TextNow wanted to lift revenue and performance by generating the most fill at the highest CPM rate on their web-based ad inventory.
As a free texting application, TextNow’s users tend to have very long session durations on a single page. TextNow used an ad refresh strategy in an attempt to better monetize this setup, but had difficulty achieving a high fill rate, resulting in a percentage of their inventory going unsold.
Understanding the Impact of Changes
Prior to Sortable, TextNow experimented with an open-source header bidding solution, and a third-party reporting platform to make sense of revenue performance. It was difficult to isolate the impact of different ad execution strategies which slowed down iteration and understanding how to optimize.
TextNow formed a cross-functional group comprised of product, operations, and engineering resources to assess Sortable Enterprise against other providers.
Over a two-month testing period, Sortable identified areas to optimize on TextNow’s unsold inventory, particularly focusing on refresh rates and viewability. Sortable worked with TextNow to reduce the inventory conditionally until fill and CPM improved, and then increase it again in an effort to maximize revenue. Hourly changes to refresh calls were monitored through Sortable Analytics. The resulting performance data provided actionable insights to power further changes.
The lightweight solution comprised of a minimal amount of code, combined with active guidance from the Sortable team, resulted in TextNow deploying Sortable across 100% of their display inventory.
After working with Sortable, TextNow saw significant increases to viewability, CPM, and yield. Sortable’s data and analytics revealed opportunities to improve ad products and behaviours that increased viewability by over 220% and CPM by over 148%.
TextNow was able to target and reduce underperforming inventory while Sortable worked to add demand density through new strategic relationships, including Sortable’s server-to-server differentiated demand. Once viewability and demand density improved, more, higher CPM impressions were able to monetize across fewer ad calls.