Gutefrage.net is Germany's largest Q&A website. The company's business model includes advertising on the site to generate revenue. When Google Analytics demonstrated that 40% of visitors were coming to the site from smartphones and tablets, Gutefrage.net quickly realised the opportunity to monetise mobile traffic, boost revenue and provide an exceptional user experience through relevant, appealing ads.
Approach
Used Google Analytics to understand and measure behaviour by device
Implemented style frame ads throughout site
Increased spacing between ads
Goals
Grow revenue from mobile traffic
Deliver great user experience
Show users the right ad in the right time and place
Results
Increased revenue from mobile ads from 6% to 40%
Improved eCPM threefold within one week of implementing new style frame ads
Grew total revenue by 50% with fewer ads on site
Increasing space between ads by one pixel boosted revenue by up to 15%
In the past year we've seen an increase in mobile traffic by a factor of one and a half. This is definitely an exciting opportunity for us.
Dr Franz Graf, Senior Data Scientist, Gutefrage.net
