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The Goals

  • Monetize content on their website and mobile website
  • Maintain high-quality user experiences

The Approach

  • Implement native ads with DoubleClick

The Results

  • 200% higher CPMs, as compared to standard banner ads
  • 50% higher CPMs, as compared to all other ad units
  • 13% of annualized revenue

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Published August 2017

Established in 2015, Meaww has quickly grown into a global content giant. Today, Meaww’s desktop and mobile websites are available in nine different languages, and collectively receive over 300 million visits per month. The company’s goal is to deliver fun and entertaining content through quizzes, videos, news articles and listicles while leveraging big data to drive better user experiences.

Monetizing content while keeping the user experience paramount

In early 2017, Meaww wanted to monetize their fast-growing audience by showing ads on their website, but they didn’t have a direct sales team to help make this a reality. Instead, they looked for a partner to help them develop a monetization strategy that could deliver results to advertisers while maintaining high-quality user experiences.

Implementing native ads with DoubleClick

After researching a number of potential partners, Meaww decided to work with DoubleClick. The management team strongly believed that DoubleClick’s dedication to innovation and performance would help Meaww leverage their ad inventory to achieve their revenue goals.They leveraged the DoubleClick for Publishers platform to testnative ads — an ad format that enables revenue growth while delivering ad experiences that complement the editorial look, feel, and function of a company’s website.

The consumer shift to mobile has fundamentally changed the way we see advertising. It’s important for us to respect the user experience wherever our users are accessing our content. In order for us to succeed, we need to keep our user experience paramount while still driving strong results for advertisers.

Nirnay Chowdhary, Co-Founder, Meaww

Keeping up with a mobile audience

For Meaww, offering native ads on both their desktop and mobile website — where 65% of users now access their content — took precedence in their new advertising strategy. ”The consumer shift to mobile has fundamentally changed the way we see advertising,” says Nirnay Chowdhary, Co-Founder, Meaww. "It’s important for us to respect the user experience wherever our users are accessing our content. In order for us to succeed, we need to keep our user experience paramount while still driving strong results for advertisers.”

The proof is in the numbers 

After implementing native ads, Meaww saw promising results both from performance and user experience perspectives. By introducing ads that were consistent with site content and which appeared within the natural user experience flow, the overall ad experience worked well for both Meaww and their users. Native banner ads’ cost-per-thousand impressions (CPMs) were higher than standard banner’ CPMs by 200%, and higher than the CPMs of remaining ad formats by at least 50%. Native ads have grown to comprise 13% of annualized revenue.

Meaww intends to make native an even larger part of their monetization strategy, and plans on using DoubleClick to make that happen. Chowdhary concludes, “Our overall experience with DoubleClick has been great. We want to continue to work with them to make native ads a bigger part of our monetization strategy and are looking forward to seeing how they evolve their offerings in the future.

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Further reading:

Build beautiful ads at scale: Programmatic Native in DoubleClick Bid Manager

    Native advertising isn’t a new thing — advertisers have long known that beautiful, relevant ad creative that fits the form and function of the surrounding page is more engaging and less disruptive for consumers. But as consumers have shifted to mobile devices, it’s become increasingly complex for advertisers to adapt their messages to mirror content experiences across all screens. 

    Programmatic Native Ads in DoubleClick Bid Manager, which Paul Muret announced in his DoubleClick Leadership Summit Livestream on Tuesday, helps you easily build beautiful, relevant ads, across screens and at scale. 

    Beautiful ads that scale across publishers

    Programmatic Native in DoubleClick Bid Manager empowers advertisers with flexible, component-based ads, which allows a single set of creative elements to be configured to fit the form and function of any site or app. 

    To create a native campaign, an advertiser simply submits their creative elements, such as headlines, images and call-to-action messages. DoubleClick then assembles these components in real-time into multiple formats and styles to fit each publisher’s unique content. This ensures your native campaign will work with any publisher’s inventory while minimizing the need for expensive and time-consuming custom assets.

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