A CASE STUDY
Date: March 2019
Envato is the leading marketplace for creative assets and creative people. They have a community of over 8 million creatives around the world that use their marketplace, studio and courses to buy files, hire freelancers or learn new skills needed to build websites, videos, apps, graphics and more.
How Envato began
Envato was first launched by married founders Collis and Cyan Ta’eed from their garage in 2006 with the mission of creating a place where creatives could sell their work and be fairly paid in the process. Since then, Envato has blossomed into a portfolio of websites built from the ground up with no outside funding.
Its most popular website, Envato market (previously Themeforest), is a marketplace for website templates and WordPress themes and is one of the world’s most popular sites, ranking above tech giants like Airbnb and Groupon. Envato is based in Melbourne, Australia but has a team that live and work around the world.
What is Envato Tuts+
Envato Tuts+ is a leading publisher of online tutorials and courses for self-directed learners to develop creative skills with over 5 million visitors every month. As part of Envato’s creative ecosystem, Envato Tuts+ contributes to the mission of helping people learn and earn online. Envato Tuts+ offers video courses and written tutorials to help you learn creative skills in code, design and illustration, photography, video music, web design, game development, business and more.
"We wouldn't be where we are today in terms of where our ads are sitting without Publift. They are always thinking about how we can evolve and how we can grow and how it can change and adapt to the needs of the website in a given time."Envato
Why Tuts+ came to Publift
Prior to Publift, Tuts+ primary revenue stream was through a monthly subscription model to the website’s video courses and ebooks. They also had a wide range of online “how-to” portfolios that were offered for free. Matthew Cox, the manager for Tuts+, explains they didn't have the competency in-house to run ads and “Publift seemed like the right option as we wanted to dip our toe in the water when it came to digital advertising without fully committing by building resources internally.”
How Publift was able to help
Publift assisted in the complete ad setup for all of Tuts+ 30,000 free tutorial pages, helping with optimum ad layout to keep the user experience as smooth as possible.
“Its been really great to have experts on hand making recommendations around how we can improve the ad yield and the performance of ads.”
“We've got revenue streams that are beyond just ad yield, so where Publift have been really good is they have understood that it’s not just about creating a website that's filled with ads, but that ads are a part of a range of revenue streams that all require different amounts of love and attention.” Publift introduced Tuts+ to a range of technologies and demand platforms to help make the user experience as uninterrupted as possible while maximising revenue from the ads displayed.
Lazy loading was used to increase site speed with header bidding and Google’s Exchange Bidding used to increase demand and drive up CPMs and fill rates. “Its never been about let's increase ad yield at the cost of other revenue streams. That expertise has really shone through.”