Le Monde’s culling of vendors and ad slots doubles video ad CPMs
Publishers like to talk about the value of user experience, but not all are willing to take the short-term revenue hit necessary to improve it. Le Monde took the leap and lived to tell about it.
The leading French newspaper shed 40 percent of its ad inventory last September, and after losing €800,000 ($985,000) over the following four months, it has recouped the revenue.
Along with reducing its ad inventory, Le Monde also shed 12 ad tech vendor partners, including Teads, Advideum, and Mobvalue, an action it took alongside fellow national Le Figaro as part of their alliance, Skyline. The Skyline initiative, aimed at providing bigger reach to compete for ad spending with Facebook, Google, Amazon and Apple, generates 35 million unique users, according to Médiamétrie, an audience measurement and survey company. After shedding the vendors, both Le Figaro and Le Monde saw video revenue increase by 50 percent. Le Monde is now getting video ad CPMs of up to €15 ($18), up from around €7 ($9) it was getting before dropping the partners, according to the publisher.
“Our CPMs had been decreasing over time, and we didn’t even know what advertisers were on our sites,” said Laurence Bonicalzi Bridier, president of Le Monde’s ad business, MPublicité.
The ad inventory culling and the dropping of vendors are two steps Le Monde has taken lately to retake control of its digital ad business and improving the ad formats it sells, while guaranteeing clients brand-safe, high-viewability environments. Le Monde stopped running a mix of video and display ad formats including intrusive ones like interstitials that fill the screen.
Like many publishers that have embraced programmatic advertising over the past few years, Le Monde had increased the number of ad tech vendors that could plug into its site to sell inventory. As a result, the newspaper lost visibility and control of what ads were appearing on its own pages. With around 40 percent of the publisher’s ads being supplied via third-party exchanges, it also became impossible to forecast monthly revenue, according to Bonicalzi Bridier.
“Some vendors were aggregators,” said Bonicalzi Bridier, “so only a small percentage [of a brand’s campaign] was on our site; about 80 percent would be on less premium sites. The user experience was a nightmare and not as premium as we want it at Le Monde, so we had to take action.”
‘We’re netting out with higher revenue’: Publishers reaping the benefits of Snapchat’s strong second half
With CPMs up as much as 20% year over year in the fourth quarter, many Discover publishers are bullish on the upstart platform for next year.
How Cosmo is building brand affinity with younger audiences through its focus on commerce
Cosmopolitan's focus on e-commerce through a line of branded wines and its own shopping holiday has led to a 254% increase in product sales.
‘Go to market faster’: The Washington Post’s Arc goes outside the tent for payment and data integrations
Subscriber revenue has become more of a priority to the Washington Post's Arc clients since it launched its subscription tools last year.
SponsoredPublishers will lead the charge as cookie-less advertising becomes the norm
Steve Wing, managing director, EMEA, Magnite As the advertising industry moves closer to a cookieless world — one in which browserless environments including connected TV (CTV) and mobile in-app are an increasingly large part of ad budgets — publishers will have an increasingly important role in developing the future of identity. Segment creation and identity […]
‘Profitability in the back half of next year’: BuzzFeed CEO Jonah Peretti (and Verizon Media CEO Guru Gowrappan) on their big merger
A special Digiday podcast episode features Interviews with BuzzFeed CEO Jonah Peretti and Verizon Media CEO Guru Gowrappan.
‘People have had permission to experiment’: Pandemic expedites rethink on 9-to-5 work structures
Starting out as a short-term fix to weather the coronavirus storm, employers are seeing work hours outside the traditional 9-to-5 week as a new normal.