Case Study: eHow achieves increased ad revenue by optimizing ad viewability with Optimizely

eHow Grows Ad Revenue by Optimizing Viewability Metrics

eHow, a large how-to content publisher, was struggling with low banner ad viewability — a key metric that affects advertisers’ ROI and publishers’ ad revenue — while needing to preserve reader engagement and page experience. Balancing advertiser demands and user satisfaction was the core challenge.

Using Optimizely’s Moat integration, eHow ran A/B tests starting with a sticky banner that proved to boost viewability but hurt engagement; they then iterated to a time-controlled sticky banner that disappeared after a set period. The final solution raised viewability metrics without reducing scroll depth, engagement, or pageviews, enabling higher ad inventory value and significant ad revenue gains.

eHow

A.R. Tabrizi

Optimization Manager