Product People Increased by 37% the Viewability of OneFootball's Ads and eCPM by 50% for OneFootball

The Client: OneFootball

OneFootball is a Germany-based media company focusing on content related to football. Founded in 2008, its mission revolves around bringing fans closer to football and football closer to fans.

According to Crunchbase, OneFootball has raised a total of $442m, with their most recent round being a Series D worth $300m led by Liberty City Ventures.

With 100m+ fans worldwide, 300+ content creators, 130+ club partnerships and 120+ partnered publishers, OneFootball continue to grow towards its vision of becoming the ultimate football platform offering world-class content to its fans globally.

The Mission: Interim Senior Product Manager

In 2022, Pietro Lambert, Director of Product, was looking to fill a Senior Product Manager position. They wanted to hire a new SPM for the Monetization team, and the kick-off was supposed to be in October.

Because of our previous relationship with OneFootball, they knew we could come in ASAP and fill in the SPM role until the new hire joins.

We joined the Growth Tribe to serve as Interim Product Managers within the Monetization squad, which was already well-functioning with several Engineers, an Engineering Manager, and the support of several UX/UI Designers.

Our goal was to support the squad in realigning their priorities towards the tribe’s objectives and the greater company goals and vision.

The Growth Tribe’s Objective was to deeply understand each fan on our platform to serve them with the best-in-class, relevant, and exciting experiences making them come back for more.

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How We Helped

The Problem

The viewable ad impressions per user needed to be increased from 9.63 to 11.5 to meet the KR target, without compromising user experience or the existing ads inventory.

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Initiative #1 - Priority screen redesign

• Determined the highest-volume user flows to create a heatmap of the most-viewed screens
• Identified 5 high-impact screens to tackle as Priority 1
• Created feature specifications and mid-fidelity prototypes for the development team
• Launched a redesign of the 5 Priority#1 screens on the OneFootball Android and iOS applications 🚀
• Left clear next steps with 3 proposed improvement iterations

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Proposed Mural board

New match page design

Initiative #2 - Betting Widget Redesign

• Identified 3 key problems with the original betting widget design
• Partner ads are only shown to 6% of widget users
• A low percentage of users placed bets
• Non-compliance with regulations to show full T&Cs text
• Formed hypotheses and worked with the UX research team to test potential solutions based on these
• Successfully managed the delivery process to develop and release the new design 🚀

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New betting widget design

Results

• As a result of the screen redesign, the Viewability of Matches Stream Ads improved by 33% on Android and by 37% on iOS
• We increased the effective cost per thousand impressions (eCPM) by 50% from €0.20 to €0.30
• Increased the percentage of betting widget users who viewed the partner link from 6% to 100%
• Monitored other key metrics to ensure no negative impact
• Fully onboarded the new Product Manager and enabled them to take over smoothly

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Delivered Outcomes

Notable outcomes:

💡 Improved squad efficiency and morale by refocusing our initiatives and tying them to the Objectives & Key Results of the tribe.

💡 Successfully scoped and delivered the remaining agreed-upon initiatives and tactics for the June-September 3 months cycle.

💡 Onboarded a new Product Manager to take over the existing and new initiatives from September on.