Morning Falls was a media buying/lead generation agency that had strong relationships with multiple performance-based advertisers. They wanted to leverage that asset and scale their business, but needed a solid base of publishers to do it. Many sites shy away from the performance model, which made acquiring that supply doubly challenging.
Building an ad network on the Right Media Exchange was their answer. With easy access to thousands of publishers and networks, a method for running performance deals broadly, and automatic optimization, Morning Falls grew their revenue by 741% in seven months, while minimizing the cost of additional resources.
SituationMorning Falls needed an intelligent, effective growth strategy. Expanding into an ad network was a solid solution, but they faced several hurdles:
- They lacked a significant publisher base
- Publishers rarely accept performance deals and/or do business only with handful of chosen networks
- Manual optimization makes scaling extremely difficult, and Morning Falls wanted to reduce the need for additional resources.
Approach
Morning Falls joined RMX, trafficked their managed properties and developed relationships with other Exchange members. Morning Falls advertisers could now compete for a tremendous amount of inventory, in multiple channels, and on a global scale.
RMX's "pricing arbitrage" feature offered Morning Falls' advertisers even more supply by allowing performance-based (CPA,CPC) campaigns to run on CPM-only sites. This feature, which automatically converts CPA and CPC pricing to a CPM model, also benefits publishers by creating more competition for their inventory.
Because the Exchange auction allocates each impression to the highest-bidding advertiser in real-time, Morning Falls now optimized both it's buyers campaigns and sellers inventory automatically. They were soon generating more revenue, while limiting the need for additional resources.
ResultWith RMX, and the help of a dedicated account team, Morning Falls:
- scaled its business easily - 741% revenue growth in seven months - linking to a large supply base, and enabling its performance deals to compete for CPM inventory
- scaled effectively, while significantly minimizing the cost of added people and other resources
- created incremental revenue by letting their buyers compete, and added new demand by linking to other networks and advertisers
About Morning Falls
Morning Falls provides online advertising solutions to advertisers and publishers worldwide. Using industry-leading technologies, combined with dedicated management, support, and creative teams, Morning Falls delivers quality results to its clients. The company is committed to innovation, excellence, and integrity, and is based in Denver, Colorado.
For more information, contact Kamila Wityszyn at kamila@yahoo-inc.com.
