Spain’s Grupo El Progreso achieves 3x higher video viewability and 7x higher RPM with EX.CO
En Español
Goal
Enhance the current video strategy with existing YouTube content to significantly increase video views and drive substantial revenue growth.
Results by the numbers
average gross RPM lift*
higher video dwell time*
higher viewability
*Within the first 30 days
Hailing from Spain, Grupo El Progreso is a Galician media business group that consists of several periodicals including El Progreso, Diario de Pontevedra, De luns a venres, and Telelugo. The group has been chaired, since 1993, by journalist Blanca García Montenegro.
Video has always been crucial to our business strategy due to our audience's demand for high-quality, engaging content. However, effective monetization was a challenge until we partnered with EX.CO. This collaboration has led to phenomenal success, significantly boosting both viewership and revenue growth. EX.CO’s cutting-edge technology and expert team are now integral to our strategy.
The Challenge
Grupo El Progreso recognized the demand for video among its audience and consistently produced high-quality content for its YouTube channel. However, they faced challenges in leveraging this premium content on their website. Despite the content’s quality, views were significantly lower than expected, and revenue generation was insufficient. Grupo El Progreso needed a technology partner capable of unlocking the potential of their existing video content to drive revenue on their own digital properties.
The Solution
After integrating with EX.CO’s award-winning online video platform, Grupo El Progreso implemented several strategic changes recommended by EX.CO’s Customer Success Team.
To increase viewability, EX.CO’s proprietary video player was moved to a higher placement on the page, positioned just after the second paragraph of text within articles. Additionally, a sticky video unit was introduced on both desktop and mobile, enabling users to watch and engage with videos even when the main video player was out of view.
Grupo El Progreso also linked its YouTube channel to EX.CO’s platform, allowing them to leverage existing video content produced for social media. This integration enabled Grupo El Progreso to upload videos directly to EX.CO’s platform, add existing playlists from YouTube, and set up an auto-import feature. As a result, Grupo El Progreso could generate revenue from this content on its own site, rather than solely through Google.
Moreover, Grupo El Progreso incorporated its own demand sources alongside EX.CO’s, significantly increasing the opportunities for revenue generation.
The Result
Grupo El Progreso was thrilled with the rapid and impressive results. Within just one week of implementation, video viewability skyrocketed from 28% to an astounding 88%, more than tripling their previous rate and drove dwell time 40% higher than before. Furthermore, in the first 30 days, average gross RPMs surged higher by 7x, highlighting the effectiveness of EX.CO’s technology and video expertise. This outstanding success prompted Grupo El Progreso to expand the integration of EX.CO across additional sites including Diario Pontevedra, with the rollout continuing to gain momentum.
Key Takeaways
Viewability continues to be a crucial factor in any successful video strategy.
Publishers with YouTube content need a seamless integration solution to embed these videos on their own websites, unlocking greater revenue opportunities.
The EX.CO platform empowers publishers to integrate their own demand sources alongside EX.CO’s, optimizing yields with full control and transparency.
Get in touch
Discover why EX.CO is the leading publisher platform for video and monetization.