More formats, more revenue: Interstitial ads drive growth for Opera Ads

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 Group’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 Group’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 Group ensured that Opera Ads wasn’t missing any demand opportunities. Collaboration between the teams at Opera and Verve Group involved a comprehensive review and optimization of Opera Ads’ DSP enablements, along with the whitelisting of new demand. Because Verve Group 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.