case study - marfeel · periodista digital is one of the most widely read spanish-language digital...
TRANSCRIPT
[email protected]: + 34 93 178 5950 us: + 1 917 341 25 40
Get in touch
“Our experience with Marfeel has been awesome. They boosted our mobile engagement and they sky rocketed the performance of our ads. They absolutely made a difference to our company
and the way we spread our content.
Alfonso Rojo
CEOPeriodista Digital
In-cloud website updatesDynamic ad insertion
Supply Side Platform (SSP), aggregating millions of premium advertiser ads
Dynamic social sharing capabilities
FEATURES
A"er implementing the Marfeel solution, high-quality content from Periodista Digital
has been influencing more readers on mobile than ever before, and the publication
has quadrupled its number of unique monthly readers. In fact, Periodista Digital
readers enjoy the new solution so much that the number of pageviews per visit have
also quadrupled: those new readers are becoming loyal readers. This growth in
readership had spectacular bottomline benefits too: the Marfeel Solution delivered
unprecedented mobile ad revenue upli" despite the fact that generally, growing
revenue alongside readership can be a challenge. This demonstrates that the new
traffic attracted was high-value traffic, and meant that the ad revenue of Periodista
Digital has also quadrupled since implementing the Marfeel solution, meaning it has
become one of the most profitable journalism websites in Spain.
THE RESULT
THE SOLUTION
Boost advertising revenues through a more sophisticated
monetization strategy
Load much faster to reduce bounce rates
Grow the number of readers visiting the mobile website
Improve the usability of the website to deliver a smoother
reader experience
The goal for Periodista Digital’s mobile website included
The Periodista Digital team — despite being a small
team of just 16 people — had managed to enjoy
significant growth and to “influence those who
influence”. However, due to the small size of the
team, it lacked the economic resources to face
essential technological changes. This meant that the
mobile version of its website performed ineffectively,
while its underdeveloped monetization strategy
meant that its income was modest.
THE CHALLENGE
Periodista Digital is one of the most widely read Spanish-language digital newspapers in the world. Focusing on digital journalism, politics, and technology, the publication serves an
audience that lives mostly in Spain and is aged between 22 and 52 years old.
The publication’s motto is “to influence those who influence”, and in this spirit it pays special attention to politicians, journalists, communication directors, and professionals. Its focus on leveraging the social potential of the web to drive reader participation has made it
a reference among communication professionals.
SECTOR: NEWS
CASE STUDY
The implementation of the Marfeel solution and its features directly addressed the specific goals that the Periodista Digital team had.
The new navigation levels, for example, worked to improve usability and enhance the overall user experience. Marfeel’s relentless focus on performance, too, means that the Periodista Digital mobile website now loads in just three seconds even on 3G connections (placing it in the top 1% of websites in the world in terms of speed).
These changes, alongside native sharing features, aimed to increase the number of mobile users. Marfeel also implemented its cutting-edge adtech solution in a bid to boost ad revenue.