At the start of 2018, TalkTalk started the process of looking at alternatives to their current monetisation solution that saw them tied into a managed service providing content and ad sales. This legacy arrangement had unfavourable terms, a lack of transparency, limited influence and declining performance. They wanted to de-couple the content offering and monetisation strategy and work at making their large audience more profitable, whilst providing a seamless rich user experience.
Trade House Media transpired to be the partner that would prove to be the right choice to take Talk Talk’s digital monetisation strategy to the next level.
From the outset, Trade House Media took a consultative approach to understand the challenges and intricacies TalkTalk would face in such a transitional phase.
TalkTalk had appointed an agency to manage the development and release of a new content portal, they had an incumbent tech vendor that managed their webmail infrastructure and a new monetisation strategy needed to be planned and executed to integrate with both new platforms.
Throughout Trade House Media’s journey with TalkTalk, they guided the project collaboratively to reshape the ad offering of both platforms. A sound and considered methodology were needed to ensure the ad technology worked seamlessly in both of the new environments.
The relationships built, the planning undertaken, and the testing of the trading models were pivotal to the unequivocal success from launch and delivered impressive results of an uplift of revenue that was 41% higher than the performance prior to their takeover.
In order to measure success, Trade House Media track performance using an audience-based metric allowing them to correlate revenue to the current and previous audience numbers. This is then solidified by ongoing optimisation to maximise the revenue stream for TalkTalk.
TalkTalk have been impressed by the agility, focus on service, communication strategy, coupled with the knowledge and technology infrastructure Trade House Media have delivered; and this has been paramount to the current and continued success of the partnership.