Scripps leverages Wurl’s data analytics to drive its growth strategy

Challenge

Expanding reach and revenue with free ad-supported streaming TV

To tap into a growing number of viewers seeking cost-free alternatives to traditional cable and subscription-based streaming, the E.W. Scripps Company (Scripps) sought to expand its content distribution and monetization through the creation of new, free ad-supported streaming (FAST) channels. However, successfully launching these channels was only the first step.

To ensure that their investment in FAST drove optimal returns and sustainable growth, they needed granular performance data across various dimensions. Getting the right data was critical to inform decision-making and, ultimately, maximize their channels’ revenue.

It’s one thing to have their channels launched and programming strategy optimized, but the success on FAST boils down to matching available ad impressions with demand, a challenge in the current FAST ecosystem where supply outstrips advertising investment. To address this, Scripps sought new solutions and avenues of demand to unlock the full revenue potential of their channels.

Some of the metrics that we look into for success on our channels are really fueled by ​​the advanced data that we get through Wurl—stuff that we’re unable to get elsewhere and that we feed back to our programming team so that they better understand how a digital audience is consuming our channels.

Tony Brown

VP, Digital Product Management & Business Operations
E.W. Scripps Company

Solution

Wurl enabled Scripps to maximize FAST channel profits with detailed performance analytics and incremental sources of demand

By partnering with Wurl, Scripps leveraged a comprehensive suite of FAST solutions, including Global FAST Pass for channel origination and content distribution, and AdPool for ad monetization.

While initially drawn to Wurl for its simple and reliable content distribution, Wurl’s advanced data analytics provided Scripps with detailed insights into viewership and monetization, enabling them to optimize programming, improve fill rates, and make data-driven content decisions to maximize revenue.

Scripps also found significant additional value in AdPool as a source of unique, unduplicated demand. Through an exclusive partnership with AppLovin, which manages billions in annual ad spend, AdPool delivered incremental demand unavailable elsewhere, boosting ad fill rates and complementing Scripps’ existing approach to monetization.

AdPool really complements our monetization strategy by adding additional demand, on top of what we were already selling….We continue to see improvement in ideas in monetization that other vendors haven’t brought to market. So we really enjoy the pace of innovation at Wurl and the dedication to improving the platform.

Tony Brown

VP, Digital Product Management & Business Operations
E.W. Scripps Company

Founded in 1878, The E.W. Scripps Company has transitioned from a newspaper chain to a leading broadcaster, owning national networks such as ION, Court TV, Scripps News, Bounce, Grit, and more.

Struggling with low Ad Fill rates?

Wurl’s AdPool improves fill rates and boosts ad revenue by connecting publishers and streamers with high-quality, exclusive sources of mobile & contextual demand.

Find out more