Case Study

Increasing Ad Revenue Through Audio Advertising

The Hamburger Morgenpost (MOPO) is one of the leading newspapers in Northern Germany, reaching over 278,000 readers daily. MOPO faced significant challenges, including declining print ad revenues and increasing competition from digital media companies.

“The easy integration of the audio advertising platform was a turning point for us. It seamlessly integrated into our existing systems and addressed our biggest problems with declining print ad revenues and effectively measuring ROI. The performance of the ads was impressive, helping us deepen our audience engagement and maintain strong relationships with our advertisers.”

Felix Herkenrath
COO of the Hamburger Morgenpost

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As COO of MOPO, Felix Herkenrath was tasked with addressing the company's challenges in a rapidly changing media landscape. He quickly recognized the importance of digital transformation and the need to find innovative solutions to boost revenue and engage the readership effectively.

Challenges

  • Declining Revenues. MOPO faced declining revenues from print ads as readers shifted to digital platforms.
  • Digital Competition. The newspaper faced increasing competition from digital media companies offering advanced and integrated digital advertising solutions.
  • Audience Engagement. It was a challenge to ensure that the ads resonated with the audience without compromising the reading experience.

Solution

To address these challenges, MOPO implemented an audio advertising platform from BotTalk. The solution provided:

  • Seamless Integration. A single line of code for easy integration into the CMS.
  • Comprehensive Reporting. Monthly performance and revenue reports.
  • Increased Advertising Efficiency. The platform allows publishers to choose any TTS provider – Elevenlabs, DeepAI, Microsoft – and switch seamlessly between them.

Implementation

The implementation process began with a conversation between the BotTalk team and the development and editorial teams of MOPO. The integration of the single line of code into the CMS went smoothly and efficiently. All necessary adjustments to the parser or API provision were made to ensure optimal performance.

Results

  • Increased Revenues: MOPO saw a significant increase in ad revenue by converting 10% of daily readers into listeners.
  • High Engagement Rates: The acceptance rate for audio ads was 75%, indicating strong audience engagement.
  • Optimized Ad Performance: The solution combined several DSPs into one, improving bid efficiency and leading to CPMs of $6 to $30, with a fill rate of 40% to 60%.

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Discover how the Hamburger Morgenpost was able to increase their ad revenue and improve audience engagement with our innovative audio advertising solution. Download the full report for detailed numbers, compelling facts, and comprehensive data that can help you revolutionize your own advertising approach.