Case Study

E.W. Scripps Company Maximizes Revenue and Reader Quality with Outbrain Smartfeed

74%Lift in RPM, Desktop

73%Lift in RPM, Mobile

165%Longer Average Session Duration

58%Higher Pages Per Session

70%Lift in Paid CTR, Desktop

68%Lift in Paid CTR, Mobile

38%Lower Bounce Rates

Introduction

The E.W. Scripps Company serves audiences and businesses through a growing portfolio of local and national media brands. Scripps is one of the nation’s largest independent TV station owners while also maintaining a collection of national journalism and content businesses including Newsy, Stitcher, and Triton.

The Challenge

As a leader in the media and publishing space, Scripps wanted to promote reader engagement through a personalized experience while maximizing RPMs and increasing revenue for their business.

The Solution

Scripps used Smartfeed to maximize revenue by creating an optimal mix of paid and organic content in an engaging feed layout, creating a continuous stream of fresh content for readers to discover. These personalized discovery feeds led to higher CTR, RPM, and internal site recirculation. Outbrain delivered a clean, curated journey based on site loyalty.

We’re thrilled with our Smartfeed results. Our site experience is clean, engaging and truly customized. Smartfeed is a major contributor to the look, feel, and functionality of our pages. The additional revenue and RPMs have maintained over time and in some cases continued to improve. Smartfeed is a solution that delivers on all of our business needs, from engagement to revenue.”

Brandon Beard, Director, Passive Revenue, The E.W. Scripps Company