Fashion forward, revenue upward: GLAMI Group’s success story
+ 36 %
The implementation of the Waytogrow setup has resulted in a 36% increase in the publisher’s year-to-year ad revenue for the same season (October-December 2021 vs. October-December 2022).
+ 76 %
The eCPM has consecutively increased by 76%, while the number of ad requests has witnessed a slight decrease of -12%.
+ 39 %
The RPM index has increased by 39%.
Challenge
GLAMI Group, an innovative AI-powered fashion discovery platform, offers users a seamless experience to compare prices and stay ahead of the latest trends. Operating across 13 vibrant European markets, Glami Group’s webpages have garnered an impressive monthly visitor count of over 47 million.
Before joining forces with Waytogrow, GLAMI Group had been monetizing their ad inventory through Google Adsense. However, they were dissatisfied with the results and sought a more effective approach to monetize their domains. Their top priority was achieving strong financial outcomes while minimizing the number of displayed advertisements and setting a minimum eCPM level that could not fall below.
Solution
To address GLAMI Group’s objectives, Waytogrow conducted a comprehensive analysis of each domain, gaining a deep understanding of the publisher’s specific needs and requirements. Given the publisher’s high eCPM requirements and close monitoring of user attrition caused by ad clicks, Waytogrow faced the distinctive challenge of ensuring that ads falling below the set eCPM threshold were not displayed. This necessitated the development of customized ad setups for each domain, taking into account the unique specifications of the markets in which the publisher operates. The aim was to align with Glami’s revenue objectives while optimizing ad placements and enhancing eCPM performance. Each ad setup was carefully devised by the publisher to strike a balance between user experience and maximizing effectiveness and advertising revenue. The goal was to ensure that the website wouldn’t be overwhelmed with an excessive number of ad banners, thus avoiding any intrusiveness for the users. By achieving this, the publisher aimed to maintain a seamless browsing experience while still generating optimum results from advertising efforts.
Effect
Since implementing Waytogrow’s programmatic advertising setup, the GLAMI Group has achieved remarkable results. When comparing year-to-year data for the same period (October-December 2021 vs. October-December 2022), the generated profits have experienced a 36% increase. This accomplishment has been made while maintaining consistent viewability and establishing a sustainable long-term revenue stream. Additionally, the eCPM has consistently increased by 76%, although the number of ad requests has slightly decreased by 12%. The RPM index has witnessed a growth of 39%.
“In addition to their technical expertise, Waytogrow stands out for their exceptional customer service. They prioritize client satisfaction and make it a priority to address any issues or inquiries promptly. Their friendly and professional approach has made our collaboration seamless and enjoyable.”
Lukáš Kopalko, Display Advertising Lead at GLAMI Group
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