How Lithuanian media group changed their adserver to AdOcean.

1. Business Challenge
After acquiring the portal One.lt in 2011, Tipro media group found that the combination of
the two current ad serving systems was not suitable. They had many unsold positions and
at the same time were unable to perform according to the customer advertising campaign
plans. It was evident that maintaining the current in-house adservers will not allow for
administrative costs reduction or ensure enough time to focus on the most important issue
of that time – redesigning one.lt and improving the advertisement offer, which in turn
would maximise revenue opportunities.
"It was clear that the current ad serving tools were unable to provide an independent,
reliable and effective ad serving and that was what we certainly needed to do to gain
profit," says Dovilė Ramoškaitė, owner and director of Tipro.
Solution
Tipro media group migrated to the AdOcean adserving platform to improve its
inventory management and enhance campaign efficiency over its entire advertising
network. AdOcean facilitated spotting different target groups among Tipro website
users and gave the flexibility in delivering customized advertisements.
About Tipro group
Tipro media group is one of the largest media groups in Lithuania, operating also
abroad. As shown by the gemiusAudience research data, the total audience of
websites owned by Tipro is reaching 44% of the Lithuanian internet users (August,
2012). Among these, the most prominent ones are the dating site one.lt with its reach
of 27% and the entertainment site demotyvacijos.lt with 17%. Advertising is the main
source of Tipro media group income and plays an important role in reaching the
company's goals.

2. Results
With the AdOcean adserver Tipro was able to increase overall campaign effectiveness
by 30-40%. Tipro saved on penalties to advertisers by ensuring that plans are delivered
on time. Inventory forecasting allowed them to check placement availability and sell
any ad space in advance. After the first month AdOcean helped to determine the least
effective advertising spaces which were then transformed into new banner types. The
most popular banners, which were always sold out, were assigned Premium status and
the advertising price was increased.
Significant effects were noticed in the most pivotal business areas. It delivers benefits
to different operational departments:
Data is no longer challenged
Gemius-branded adserver gives additional credibility to publisher’s advertising
products. Customers strongly trust in campaign results provided by AdOcean. As
individual adserver data accesses are given, no data needs to be processed
manually. Account managers have better relationships with media agencies and
advertisers.
Control over ad streams
Sophisticated display algorithms ensure correct distribution of ad streams and full
delivery of campaigns. Any risk of under-performance are forecast in campaign
predictions. It secures the expected incomes and is the most important business
factor. Yield management done by categorizing and prioritizing campaigns makes
the differentiation of commercial and self-promotional campaigns easier. It
optimizes the use of advertising space in general.
Significant savings
AdOcean frees traffickers from monitoring of campaign results and saves IT time
devoted to developing difficult solutions. If anything extra is needed in the broad
range of features of the offer, you can rely on help from the Gemius local tech
support. It means saving money and gives the possibility to work on creating new
publishing projects instead.
Improve attractiveness and sales
Relevant ads are targeted with much-enhanced precision by using publisher
databases and user visit behaviour data. Combined with optimized frequency, it
delivers a high-quality product that advertisers are eager to pay more for than for
bulk impressions.
"Without doubt, AdOcean is the most efficient assistant in advertising sales," says Elvijus
Gudžiūnas, the owner of Tipro.
For more information visit: www.adocean-global.com and www.gemius.com