Magic Made by Mixing Good Ol’ Ads and Innovative Approach

Some stories are simply too good not to be shared. Our story about Consumable is exactly that kind of story: how shared values and mutual commitment make great things happen.

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Innovative Platform That Offers Revenue Sources to Both Brands and Publishers

Some stories are simply too good not to be shared. Our story about Consumable is exactly that kind of story: how shared values and mutual commitment make great things happen. WhiteCitySoft and our partners on the Consumable project created a cross device platform for ad units. This new service product is based on an innovative platform solution, offering revenue sources for both brands and publishers.

Consumable’s content widgets are based on revolutionized approach to ads, created by combining compelling short form content with digital ads, and thus providing a fun experience for users. Today, exclusive partnerships with top premium content distributors, a mass market appeal of the widgets, and premium placement bring high user engagement and consequently, great publisher revenue.

CHALLENGE

Make advertisements appealing to consumers, in the age when people are largely overexposed and desensitized to marketing stimuli.

Be ready to change course and re-discover and re-invent until the mark is fully struck.

Aggregate lots of different data from diverse sources and make sense of it all.

Iterate in a fast and efficient way.

OUTCOME

The result was re-imagined ads which deliver plenty information and engaging experience.

Collected enormous amount of data which was systemized and interpreted. That ulomately led to makin some very smart decisions regarding future actions.

Consumable had been pivoted three times during three years until we hit the bull's-eye.

Formed a system of fast itterations where we had approximately 2 product releacess per week.

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SCOPE OF PROJECT

Strategy Definition

Web Design and Development

Website Performance Monitoring

Quality Assurance

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The Story Behind

As an outcome of previous fruitful cooperation with the client, the story of Consumable begins in 2013. What brought us together and made us partners, way beyond a typical service provider-client relationship, were our shared values.

The beginning of 2014 was the year when things started to heat up. In the first quarter of the year, Consumable raised 5 million US dollars in fundings from German investors. The following year confirmed that the whole idea was worth pursuing. In August 2015 our team had been backed up by experts using Waterfall approach, and the traffic has been steadily rising. In December 2016 a critical decision regarding the transition to another programmed advertisment system has been made.

How did it turn out? A couple of months later, monthly revenue had grown up from 50 to 100 percent, and in May 2017 it rose up to 400 percent; in other words, bigger revenue in a month than in one quartal.
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Challenges and lessons.

Our long lasting partnership with our client on the Consumable project has taught us great lessons. Each overcame challenge turned into a valuable experience. These are the ones that influenced our team even beyond this single project.
01

It’s time for ads makeover

From the very beginning, we knew that job wouldn’t be easy. Essentially, in front of us was the biggest challenge in the advertising industry: to make advertisements appealing to consumers, in the age when people are largery overexposed and desensitized to marketing stimuli. So we knew that our first step was to make these ads more appealing. The result was re-imagined ads which deliver plenty information and engaging experience.
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02

Back to drawing board…again

And again. When it comes to startups, the moment you realize that you have to change the course and steer the ship into new, uncharted waters is never a breeze. But we faced this moment three times, never knowing what the outcome might be. Consumable had been pivoted three times during three years until we hit the bull's-eye.
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03

A million piece puzzle

One of the biggest challenges since Consumable’s conception was to aggregate lots of different data from diverse sources. But that’s not all; not even close. We had to make sense of these data, by connecting large data sets points. Interpreting these data provided us with a way of figuring out the context which will lead us to make smart decisions regarding our future actions.
04

Quality and speed aren’t opponents

Regarding several different sides included in Consumable, we needed to be fast when it comes to the product iterations. All were done quickly and efficiently: getting the feedback from the publishers, doing product test onsite with the client and, based on results, making decisions to approve or disapprove. In this way, every iteration and implementation were as fast as possible. On average, we were able to achieve two products releases per week, which is, to be honest, an impressive result.
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05

A strong team is an invaluable resource

One of the key success metrics that we brought to Consumable was a capable team, able not only to develop a platform, but to understand the key numbers, KPIs, and the overall vision of Consumable. Flexibility, as well as a desire to connect, understand, and foresee is what guided us through the entire journey.
One Page Website That Promotes the Platform Project DesignShared values and mutual commitment make great things happen!

Results

WhiteCitySoft has created a cross device platform that is peaking at 1 billion unique views per month. The fact that speaks for itself. Another of the same kind mentioned 400 percent monthly revenue rise.

Conclusion

The feedback we continually receive from our content providers and publishers tells us we are steering to the right direction, while mentioned numbers paint the picture of the way users see their ads and how they respond to them.

Considering that the IT industry is evolving rapidly, our biggest aim is to stay vigilant and responsive to challenges. Our near future is focused on broadening publishers and content distributors networks, as well as expanding Consumable as a cross-platform solution.

With the highly skilled team, desire to expand the borders of how things are usually done, and this story to remind us of such precious experience, we are looking at future with optimism, knowing that we have all ingredients for making stories that shouldn't stay untold.

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