How one kid's site Increased YoY Ad Revenue by 89%

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The Challenge

After organically growing and managing the educational site from 2004 to 2015, managing ads was becoming quite a challenge. This publisher was having to split their efforts between managing the ads on the website and creating great content.

The Solution

Playwire became COPPA compliant and certified so they could partner with this kids' site to ensure safe ads on the site and take the effort of "ad management" off their team.

The Result

Playwire was able to significantly increase revenue for this publisher by negotiating direct contacts and bringing in very lucrative and safe ads. The site reached a new level of growth in their business and freed the rest of the team to double down on creating content.

Saving Time And increasing revenue With Playwire

The partnership with Playwire began in 2016. After organically growing and managing the educational site from 2004 to 2015, managing ads was becoming quite a challenge.

As the site and its audience grew, the publisher's internal team was having to split their efforts between managing the ads on the website and creating great content. They were incredibly protective of the ads on their site, as it was something they had internally managed for much of the website’s lifetime.

Further, they were very passionate about maintaining brand-safe content for the young audience, but trying to do that through the tools afforded by Google Ads took a toll on their time. Not to mention, the heart and soul of the site's team was in the creation of their incredible content.

Because of their position and dedication to their audience, they decided they could only engage Playwire if they were willing to become COPPA-compliant and certified.

So, being dedicated to the success of their partners (or even potential partners), Playwire jumped in and worked through the KidSafe program, becoming COPPA compliant to ensure they would have all the stringent controls in place to guarantee brand-safe content for educational sites such as this premier kids site.

The move was mutually beneficial; the publisher was able to ensure the safety of their ads, and Playwire became a trusted partner in the kids' ad space.

In addition to taking the herculean effort that was “ad management” off of the publisher's internal team, Playwire significantly increased the site's ad revenue. Playwire also negotiated direct contacts, bringing in very lucrative and safe ads. The decision to partner helped the site reach a new level of growth in their business and freed the team to double down on creating content.

"Playwire increased revenue so much they almost immediately paid for themselves, and then began driving additional profit for [us]."

Key Results

YoY ad revenue
89
increase

In their first year with Playwire, the website saw an 89% increase in their year-over-year ad revenue.

Direct sales drive
37
Revenue

Roughly 37% of the publisher's total ad revenue is now driven by direct sales, a channel they couldn't tap until joining Playwire.

direct sales
547
higher cpms

On average, the kids' website sees 547% higher CPMs for direct-sold inventory than for traditional programmatic demand.

A Partnership that transcends traditional boundaries

Unfortunately, in 2017, an unexpected tragedy struck within the website owner's personal life. The website's former owner passed away and a new owner jumped in to take over the business, needing to learn from the ground up.

The website's new owner immediately reached out to the Playwire team for support in learning how to take over the duties of ad management in her new role. Jayson Dubin, Playwire CEO, and Brad Bailes, Playwire Director of Business Development, immediately hopped on a plane to Rhode Island to stand by their side and support them in learning the intricacies of what Playwire had been doing for this publisher.

"Jayson and Brad went to great lengths to support our company in a time of need, and for that, I’ll always be grateful."

thriving in the face of a pandemic

The site's new owner successfully took over and continued to run the business through the COVID pandemic, which struck in 2020. It was then that the publisher realized what they had built was the perfect fit for a country in need of solutions for distance learning.

Ultimately, the kids' publisher proved during the pandemic that it had built a sustainable business in which everyone wins: both kids and their families get access to educational content for free. Further, the website is paid for by advertising, allowing it to create more great content, and brand-safe advertisers can get their message out to their target audience.

"Playwire is united with educational technology sites with the common goal of providing good, safe content. By ensuring that all ads are safe and appropriate for young viewers, Playwire affords publishers the opportunity to focus on growing their businesses."

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