Real estate vertical Bostadspuls generate +20% CPMs

In the 12 months October 2018–October 2019, the property bot generated 61,800 articles for Bostadspuls (automatically published). The CPM levels for this Home Sales premium advertising environment is around 20% higher than the average Mittmedia CPMs.

Who: Mittmedia, Sweden. Local media group in mid / north of country with 22 local sites.

Why: After Mittmedia set its reader revenue strategy, the publisher started to do analyses of the journalism produced in relation to demand for certain topics from readers and found that there was an unfulfilled need for more stories about local property sales. The property robot was launched to generate automated articles for the local news sites through a central Mittmedia Home vertical, Bostadspuls, with content pertaining to housing, house prices furnishing and other related topics.

Objective: With Bostadspuls, Mittmedia is able to offer advertising clients a premium special interest and geographically targeted ad environment. The United Robots real estate robot has contributed to filling this premium product with high-quality and locally targeted content.

What: Mittmedia has their own real estate robot (i e robots are built by United Robots, language and editorial styles & rules set by Mittmedia’s newsroom). The property texts include images from Google Streetview. The texts include articles on individual sales as well as lists such as “10 most expensive houses sold in city x this year”.

Result: In the 12 months October 2018–October 2019, the property bot generated 61,800 articles for Bostadspuls (automatically published). These articles generated 7.4 mi logged-in pageviews (17.6 mi pageviews in total). The CPM levels for this premium advertising environment is around 20% higher than the average Mittmedia CPMs.

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