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With over 40% of Danes reading one of Aller Media’s magazines every week, Aller Media Denmark is the leading publisher of magazines and periodicals in the Nordic region. Having an online user base of over 2 million readers, Aller Media sought to engage these users further with video content, while also boosting monetisation opportunities.

With print revenues dwindling over the last decade, publishers have become ever more reliant on their digital presence to attract readers and drive revenue. This is done primarily through advertising and subscriptions. For magazine companies, the digital sphere provides a range of new opportunities, and with video ads generally generating the highest CPMs, it’s only natural that the production or licensing of video content will be a key strategic topic. 

Aller Media approached Blue Billywig in 2017, with the goal of boosting the reach of their video content across their portfolio of magazine titles, in order to increase instream ad calls. When no instream ad was available, Aller wished to default to an outstream ad unit, in order to monetise via this format if possible. 


  1. Suggest relevant video content across articles that currently don’t have video
  2. Significantly increase instream calls
  3. Only show suggested content to users if it’s being monetised
  4. Implement prebid player bidding for most optimal monetisation setup
  5. Easily setup outstream as a default when no instream ad is available
  6. All of the above to be achieved with a single embed script placed in the adserver


Through the use of various smart features such as Blue Billywig Suggests, Ad Only Autoplay, player floating, autoplay next, prebid player bidding and outstream passbacks, Aller Media Denmark could drastically improve their video inventory and revenues.

The setup was implemented across the portfolio with the use of a single playlist embed script placed in the adserver of the publisher. With that in place, Blue Billywig could help Aller control all aspects of the setup, including the prebid implementation, through simple checkboxes in the user interface. In short, an easy implementation leading to a great improvement in results.

Why Aller Media DK chose Blue Billywig


"By utilizing Blue Billywig's entire video stack, we've successfully built out our video monetization strategy and have created a strong offering for our content, native, instream and outstream solutions which we've rolled out across our sites."

Peter Doe, Head of Programmatic at Aller Media

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