TextNow gains triple 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%.


 

About TextNow

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

Customer: TextNow

Industry: Wireless

Headquarters: Waterloo, Ontario, Canada

Challenges: 

  • Ad monetization for Web applications

  • Increase performance on single page interface

Solutions: Sortable for Enterprise

 
 

Sortable is agnostic to who monetizes our inventory, and we trust their judgement on what ad placement or refresh rates can do to improve viewability, fill rate, and overall yield. We look at them as a data-driven team with a solution that provides core facts and guidance on making the right decision to increase yield.
— James Murphy, SVP Monetization, TextNow

Opportunity

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:

Revenue

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.

Fill

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.


 
 
 

Implementation

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.
 


Results

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.

 
Viewability.png

SITE VIEWABILITY UP 220%

 
CPM.png

CPM LIFTED BY 148%

 
Fill.png

FILL INCREASED BY 48%


Sign up for a personalized demo by one of our industry experts.

 
 

Download this customer success story as a PDF