Alayans Media Group nearly doubles fill rate and revenue growth with EX.CO
Goal
Enhance current video strategy to earn more revenue without harming UX.
Results by the numbers
higher fill rate*
average gross RPM lift*
higher dwell time*
*As compared to Google Ad Manager (GAM).
Alayans Media Group is a leading digital consortium in Spain, bringing together several prominent Spanish publishers to amplify their digital footprint and offer innovative solutions for advertisers and publishers alike. Formed with the backing of Henneo and 13 other publishing groups—including major names like Heraldo de Aragón and 20minutos—Alayans Media Group reaches approximately 28 million users, representing 90% of the digital audience in Spain.
EX.CO has become an important partner in our video strategy. Their content marketplace and contextual, automated recommendations have expanded the volume of content we are able to offer our readers—increasing engagement, retention, and revenue.
The Challenge
Alayans Media Group faced the challenge of driving audience engagement and boosting revenue across its vast network of premium sites without interfering with the user experience. They needed a scalable solution to deliver relevant video content in real-time without the manual effort of matching content to articles, while also increasing video dwell time and overall advertising effectiveness.
The Solution
Alayans Media Group selected EX.CO’s award-winning video platform for its seamless, automated approach—one that allows Alayans’ hundreds of employees to perform their work without worrying about video engagement. EX.CO’s video player was integrated throughout Alayans’ dozens of media properties, displayed prominently but unobtrusively across thousands of pages. Because these videos autoplayed and were muted by default, they didn’t harm the user experience—instead, they offered an entirely new, reliable engagement portal for Alayans’ millions of readers.
Through EX.CO’s contextual video recommendation engine, Alayans’ time-pressed editors were spared the task of finding a suitable video for each article. Instead, large language models (LLMs) were deployed to pair articles with relevant video content by assessing things like keywords, sentiment, title, and more. EX.CO was able to tailor the implementation to Alayans’ precise needs, all while keeping it within their existing UX.
EX.CO’s content marketplace also granted Alayans access to a large pool of premium video content—a huge plus for the company, which had struggled to generate enough video content to meet surging demand. This marketplace incorporates high-quality, ultra-engaging video from across a vast range of top-tier sources, allowing Alayans to save on exorbitant production costs while keeping their audience happy. The result was that Alayans could scale their video operations in a way that would have previously been impossible.
The Result
For Alayans Media Group, the results were staggering. In comparison to Google Ad Manager (GAM), the all-important fill rate increased by an average of 80%, while RPMs soared by 70%. Meanwhile, Alayans Media Group found that demand responded with unusual speed to EX.CO’s player, with a 44% higher response rate and CPMs that increased by 24%.
Equally important to Alayans Media Group, these impressive results were achieved without any compromise to the user experience.
Key Takeaways
EX.CO's ML-driven contextual video engine allows publishers to automatically scale their video strategy without the need for manually matching videos to articles.
Video content can be hugely expensive to produce, but EX.CO gives publishers access to several solutions that guarantee 100% video coverage (i.e. video on every single page).
EX.CO's capabilities can drastically increase key metrics (engagement, dwell time, revenue) without harming the user experience.
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