AccuWeather

The world’s leading multimedia weather information source leverages [a•mo•bee] Exchange, a platform for publishers, and technology to capture the best of programmatic, mediation and premium for its campaigns and to earn the highest possible eCPMs and fill-rates for its global audience.

Goals

• To find a partner that could complement its legacy desktop set-up
• Create a diverse mobile ad stack with the combined benefits and scalability of blended mediation, RTB and premium CPMs sold by [a•mo•bee]’s media agency
• Utilize unique first party targeting data and technology to enhance ad requests and overall eCPM
• Monetize international traffic at scale

Approach

• Integrated with [a•mo•bee] Exchange, a market-leading publisher platform
• Worked closely with [a•mo•bee]’s operations and global yield managers to enhance supply and optimize campaigns

Results

• [a•mo•bee] Exchange provided a holistic solution that fully complements AccuWeather’s legacy desktop set-up
• [a•mo•bee] diversified AccuWeather’s mobile ad stack and global yield optimization experts helped to achieve year-over-year increase in mobile eCPM and fill rate
• AccuWeather captured maximum revenues through programmatic and yield optimization technologies and multiple demand sources including high premium campaigns with Amobee 3D
• Significantly raised eCPM in key emerging international markets from multiple demand channels

About AccuWeather

For over 13 years, AccuWeather continues to be the world’s leading multimedia weather information source. Every day, over one billion people worldwide rely on AccuWeather to help them plan their daily lives, with over 60 percent of this traffic coming from mobile devices.

Why [a•mo•bee] Exchange?

As the world's largest weather media company and expert in digital—through its website, mobile and apps—AccuWeather sought a high caliber partner with a mobile monetization solution, and the expertise to maximize the revenue generated from its widely distributed mobile web and app inventory.

To best serve its needs, AccuWeather selected [a•mo•bee] Exchange, a platform for publishers, which provided the media company with a highly scalable ad server, campaign and inventory management system, granular targeting capabilities and comprehensive analytics.

The Blended Advantage

With approximately 50 percent of advertisers buying mobile traffic programmatically, CPMs for premium publishers are still a far cry from what publishers can achieve through mediating and optimizing network campaigns. Utilizing [a•mo•bee] Exchange technology, AccuWeather successfully captured maximum revenues through programmatic and yield optimization technologies and multiple demand sources including high premium campaigns with Amobee 3D, immersive 3D ad experiences for desktop and mobile devices.

“AccuWeather tested alternative third party partners to monetize our mobile properties, but no solution compares to [a•mo•bee]’s technology and expertise. [a•mo•bee]’s access to hundreds of demand sources enables AccuWeather to strategically diversify our ad stack and create a marketplace that brings the most quality brand advertisers,” said Marie Svet, Chief Global Revenue Officer at AccuWeather.

Data / Targeting

Between the use of first party data and third party data, premium publishers like AccuWeather need a platform that can provide a complete data solution to sell effectively in today’s RTB environment. By working closely with the [a•mo•bee] Exchange publisher platform and team, AccuWeather saw a 25 percent increase in its eCPMs from 2013 to 2014.

"AccuWeather’s longtime partnership with [a•mo•bee] enabled us to effectively connect highly targeted mobile inventory with the most appropriate ads for our mobile users across the globe,” said Marie Svet, Chief Global Revenue Officer, at AccuWeather. By successfully monetizing AccuWeather’s unique and robust mobile inventory, advertisers have flocked to AccuWeather in order to reach desired audiences in a unique, timely, and contextually personal way, thus achieving outstanding results.

About [a•mo•bee]

[a•mo•bee] is the company defining digital marketing. The company offers marketers, agencies, publishers and operators an innovative digital marketing technology platform and solutions. The [a•mo•bee] platform enables its customers to run data-driven, targeted, cross channel digital marketing campaigns with unparalleled ROI on a global scale. [a•mo•bee] is a division of Singtel's Digital L!fe Group, which is focused on creating new digital growth engines to delight customers and disrupt adjacent industries. [a•mo•bee] operates across North America, South America, Europe, Middle East, Asia, and Australia.

For more information about [a•mo•bee] technology and products, please visit www.amobee.com