Business ChallengeAfter acquiring the portal One.lt in 2011, Tipro media group found that the combination ofthe two current ad serving systems was not suitable. They had many unsold positions andat the same time were unable to perform according to the customer advertising campaignplans. It was evident that maintaining the current in-house adservers will not allow foradministrative costs reduction or ensure enough time to focus on the most important issueof that time – redesigning one.lt and improving the advertisement oﬀer, which in turnwould 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 gainproﬁt," says Dovilė Ramoškaitė, owner and director of Tipro.SolutionTipro media group migrated to the AdOcean adserving platform to improve itsinventory management and enhance campaign eﬃciency over its entire advertisingnetwork. AdOcean facilitated spotting diﬀerent target groups among Tipro websiteusers and gave the ﬂexibility in delivering customized advertisements.About Tipro groupTipro media group is one of the largest media groups in Lithuania, operating alsoabroad. As shown by the gemiusAudience research data, the total audience ofwebsites 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 reachof 27% and the entertainment site demotyvacijos.lt with 17%. Advertising is the mainsource of Tipro media group income and plays an important role in reaching thecompanys goals.
ResultsWith the AdOcean adserver Tipro was able to increase overall campaign eﬀectivenessby 30-40%. Tipro saved on penalties to advertisers by ensuring that plans are deliveredon time. Inventory forecasting allowed them to check placement availability and sellany ad space in advance. After the ﬁrst month AdOcean helped to determine the leasteﬀective advertising spaces which were then transformed into new banner types. Themost popular banners, which were always sold out, were assigned Premium status andthe advertising price was increased.Signiﬁcant eﬀects were noticed in the most pivotal business areas. It delivers beneﬁtsto 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 ElvijusGudžiūnas, the owner of Tipro.For more information visit: www.adocean-global.com and www.gemius.com