Social Networking Site BikerOrNot Taps PubMatic for 150% Ad Revenue Growth
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Summary: BikerOrNot (www.bikerornot.com) is a social-networking Web site specifically built for the motorcycling community. The site allows its members to meet new bikers, share photos, discuss motorcycles and trips, and find area rides and events.
BikerOrNot began using PubMatic's ad color optimization tools and has seen a 150% increase in ad revenues since they made the switch.
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Business: Launched in January 2007, BikerOrNot is a social network for motorcycle enthusiasts worldwide. The site is designed around the needs of bikers -- not the general population. Members can use BikerOrNot to find friends, riding partners, events, dates and just about anything else that's biker related. It was custom built from the ground up and already boasts 24,000 members and between 500,000 to 600,000 page views per day.
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Challenge: While the company was generating a decent amount of revenue with its on-site advertising, founder James Plouf knew they could do better. He had been using Google AdSense for a while, but didn't know which colors and layout would work best with the design of BikerOrNot. He had heard about PubMatic from bloggers in the know, and decided he would give them a shot.
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PubMatic Solution and Results: BikerOrNot began using PubMatic's color optimizer in mid-September 2007. With just a few small changes they've already seen 150% growth in revenues per ad.
"The results have been phenomenal. The first few ads looked a little funky while the PubMatic engine tested different color schemes, but it quickly identified the most effective colors and has since been optimizing our ads perfectly."
- James Plouf. founder BikerOrNot.
PubMatic optimizes ad inventory across ad networks on the publisher's behalf, working with the largest ad networks in operation today as well as more niche networks that may be better suited to a particular site. PubMatic updates ad network prices automatically throughout the day, so that the publisher doesn't have to, and sends each impression to the ad network that can best monetize it.
In addition to ad network optimization, PubMatic optimizes the layout of text ads, determining the color scheme that maximizes click-through rates. PubMatic uses sophisticated algorithms to analyze various factors such as web page characteristics, user characteristics, and other information to identify the optimal color scheme for an ad in real time. An ad with the specified color scheme is then requested from the appropriate ad network on the publisher's behalf.
Given its success with PubMatic's color scheme optimization, BikerorNot is now joining new ad networks, in hopes of generating even more revenues with PubMatic's ad network optimization service. -
About PubMatic: PubMatic is the world's first service that automates and optimizes ad serving decisions for publishers. Over 3000 publishers use PubMatic to significantly increase their ad sales revenue by optimizing their ad inventory across the world's largest online ad networks and using sophisticated algorithms to optimize the layout of text ads. Find out more at www.pubmatic.com.
