Opportunity
As mobile usage climbs, publishers’ monetization strategies are evolving to meet brands’ demand for impactful full-screen and video ad formats. As a privacy pioneer, Opera has always been ahead of the curve in delivering user-centered digital experiences. In 2023, Opera Ads decided to explore new interstitial ad formats. Additionally, recent enhancements to Verve’s video offerings created an opportunity for Opera Ads to benefit from increased demand for video formats.
Solution
Opera Ads activated interstitial ad formats, diversifying its revenue streams and driving significant growth. Between Opera Ads’ in-house optimizations and increased demand from Verve’s exchange, Opera Ads began seeing sizable growth in fill rates, bid rates, and revenue in their video ad formats as well.
In addition to unlocking the new revenue stream from interstitial ads, Verve ensured that Opera Ads wasn’t missing any demand opportunities. Collaboration between the teams at Opera and Verve involved a comprehensive review and optimization of Opera Ads’ DSP enablements, along with the whitelisting of new demand. Because Verve frequently adds partners to its demand portfolio, this sets the stage for continuous growth for Opera Ads.
Results
Introducing interstitials and optimizing video ad formats reshaped Opera Ads’ revenue.
- 717% revenue growth for video (July vs. December, 2023)
- 436% revenue growth for interstitial ads (QoQ, 2023)
- 43% higher fill rate
- 31% higher bid rate
- 109% more revenue from new demand
Even better, the new ad format didn’t cannibalize the other formats Opera Ads already offered.
Verve found us more ways to capture more revenue in ways that we have never seen before. As we continue to grow, we will rely on Verve to find more ways for us to grow and prosper.
About Opera Ads
Opera Ads, the advertising platform by global web innovator Opera, powers advertising with extensive reach, user-centric engagement, and seamless campaign management. Fueling monetization and effective user engagement through a comprehensive suite of products including a demand-side platform (DSP), supply-side platform (SSP), and Premium Ad Solutions. The platform allows advertisers to leverage a vast audience, reaching 90% of internet users across various channels, all within a brand-safe environment. By prioritizing trust, Opera Ads ensures impactful and transparent advertising experiences.
