{"id":2696,"date":"2018-08-07T04:00:00","date_gmt":"2018-08-07T04:00:00","guid":{"rendered":"http:\/\/jwplayer.com\/the-video-advertising-brilliance-of-roaring-earth\/"},"modified":"2023-02-06T14:24:40","modified_gmt":"2023-02-06T19:24:40","slug":"the-video-advertising-brilliance-of-roaring-earth","status":"publish","type":"post","link":"https:\/\/jwplayer.com\/blog\/the-video-advertising-brilliance-of-roaring-earth\/","title":{"rendered":"The Video Advertising Brilliance of Roaring Earth"},"content":{"rendered":"<div>\n<p><strong><em>How the nature website scaled its business with 6-second mobile preroll ads and A\/B testing<\/em><\/strong><\/p>\n<p class=\" block-img\"><img decoding=\"async\" src=\"https:\/\/f.hubspotusercontent30.net\/hubfs\/20577834\/Imported_Blog_Media\/b2e0d141831b56d0fcc9017f43defdbd0b672234_roaring-earth-1.jpg\" alt=\"\"><\/p>\n<p>Tigers attacking bears. Alligators fighting pythons. Lions tackling hyenas. Such is the addictive drama that unfolds every day on the nature video website <a href=\"https:\/\/roaring.earth\/\">Roaring Earth.<\/a> The niche publisher has mushroomed into a profitable online destination 30 million views strong. At <a href=\"https:\/\/www.jwplayer.com\/blog\/jw-insights-2018\/?utm_source=JWPlayer&amp;utm_medium=blog&amp;utm_campaign=BLG_Video-Advertising-Brilliance-Roaring-Earth_20180807\">JW Insights 2018,<\/a> CEO Jan Renner shared how a viewer-centric monetization strategy helped Roaring Earth scale its business.<\/p>\n<p>\u00a0<\/p>\n<h2><strong>\u201cEvery missed view is lost money.\u201d<\/strong><\/h2>\n<p>From the very beginning, Roaring Earth set its sights on achieving at least two views per session.<\/p>\n<p>\u201cWe knew if we could get at least two views per session, we could make this business work,\u201d said Renner. This benchmark would not only allow Roaring Earth to sustain viewer engagement but monetize successfully.\u00a0\u201cEvery missed view is lost money,\u201d said Renner.<\/p>\n<p>\u00a0<\/p>\n<p>The website was bullish about 15 second or shorter preroll mobile ad. As a niche publisher, Roaring Earth felt this type of preroll was especially suitable for expanding viewership and revenue.<\/p>\n<p>\u00a0<\/p>\n<h2><strong>A\/B Testing for success<\/strong><\/h2>\n<p>To support viewer engagement, Roaring Earth invested heavily in an advertising approach that prioritized user experience.<\/p>\n<p>\u00a0<\/p>\n<p>Roaring Earth A\/B tested more than 1,000 videos, comparing factors like ad length, user reactions, and rate of viewer return. \u00a0For example, they looked at the efficacy of running 10-second (or shorter) ads vs. 15-second (or longer) ads. Over the course of a few weeks, it amassed a data set that revealed some consistent results.<\/p>\n<p>\u00a0<\/p>\n<p class=\" block-img\"><img decoding=\"async\" src=\"https:\/\/f.hubspotusercontent30.net\/hubfs\/20577834\/Imported_Blog_Media\/87192d8e4db56ec3b2973d2677f9150b2b8e8273_screen-shot-2018-08-07-at-10_42_00-am-1.png\" alt=\"\"><\/p>\n<p>\u00a0<\/p>\n<h2><strong>Less is more<\/strong><\/h2>\n<p>Roaring Earth observed that shorter ads, fewer ads, or the absence of ads didn\u2019t necessarily mean less revenue because they helped users stay longer on the site. \u00a0\u201cWe\u2019ve found that with\u00a0shorter ads, you often get lower CPMs. But you also get an extended user experience. For us, we\u2019re making the revenue back in additional views,\u201d\u00a0said Renner.<\/p>\n<p>\u00a0<\/p>\n<p>And in many cases, CPMs actually increased with shorter ads. By keeping ad loads \u201clight and clean,\u201d Roaring Earth has found that, in fact, \u201cadvertisers are rewarding us. They recognize higher viewership with higher CPMs.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>While it may seem counterintuitive, this \u201ccleansing\u201d of the ad load can strengthen relationships with marketers. \u201cNow, there\u2019s a spirit of partnership rather than advertisers asking, \u2018Where is my ad running?\u2019\u201d said Renner. For Roaring Earth, a viewer-centric monetization strategy was a solution for better viewer engagement, ad revenue, and advertiser relations.<\/p>\n<p>\u00a0<\/p>\n<p><em>Want to improve your video monetization strategy? Schedule time to speak with a video expert.<\/em><\/p>\n<p>\u00a0<\/p>\n<p><a href=\"https:\/\/www.jwplayer.com\/contact-us\/?utm_source=JWPlayer&amp;utm_medium=blog&amp;utm_campaign=BLG_Video-Advertising-Brilliance-Roaring-Earth_20180807\">Contact Us<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>How the nature website scaled its business with 6-second mobile preroll ads and A\/B testing Tigers attacking bears. Alligators fighting pythons. Lions tackling hyenas. Such is the addictive drama that unfolds every day on the nature video website Roaring Earth. The niche publisher has mushroomed into a profitable online destination 30 million views strong. At [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2696","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Video Advertising Brilliance of Roaring Earth - JW Player<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jwplayer.com\/blog\/the-video-advertising-brilliance-of-roaring-earth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Video Advertising Brilliance of Roaring Earth - JW Player\" \/>\n<meta property=\"og:description\" content=\"How the nature website scaled its business with 6-second mobile preroll ads and A\/B testing Tigers attacking bears. Alligators fighting pythons. Lions tackling hyenas. Such is the addictive drama that unfolds every day on the nature video website Roaring Earth. The niche publisher has mushroomed into a profitable online destination 30 million views strong. 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