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. 

OBJECTIVES

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