FotMob Boosts Fill Rate and eCPM with Liftoff’s In-Line Ads
FotMob is a leading football (soccer) application developed in Bergen, Norway. Founded over 20 years ago, the app was designed to help fans follow their local football clubs from anywhere. Today, FotMob serves nearly 20 million weekly users and has surpassed 100 million downloads worldwide. Widely recognized by Apple, Google, ESPN, and The New York Times, FotMob delivers a nicely designed, easy-to-use platform that keeps fans connected to their teams across the globe.
The Challenge: Improving Fill Without Sacrificing Ad Quality
Our goal was to improve fill rate across our ad inventory while maintaining strong eCPM performance and ad quality. Increasing the volume of impressions served needed to be carefully balanced with the app’s clean design and user-first experience. The main challenge was avoiding trade-offs and, adding more ads couldn’t mean lowering the quality or disrupting the user journey.
The Solution: Seamless Integration with In-Line Ads
Working closely with Liftoff Monetize, we first implemented banner bidding, which provided baseline performance data. From there, Liftoff recommended In-Line Ads as a format that would integrate naturally into our app’s content feed. By blending ads within the user experience and tailoring creative and bidding settings, Liftoff helped us scale ad delivery without compromising engagement. The Liftoff team provided hands-on support to ensure the optimal format setup and real-time bidding performance.
The Results: Revenue Gains Across Key Metrics
After launching In-Line Ads with Liftoff, we achieved impressive results:
• +17% increase in eCPM, driven by stronger demand competition
• +21% improvement in fill rate, unlocking new revenue from underutilized inventory
• Consistently high SOV from Liftoff, ranking among the top bidders in the unified auction
These outcomes highlight the impact of ad format alignment and bidder strength when it comes to optimizing monetization strategies at scale.
Our Experience with Liftoff & What’s Next
From the start, Liftoff has been a true partner in helping us scale monetization while maintaining the quality of our app experience. Their team was proactive, responsive, and instrumental in guiding us toward the right ad formats, ultimately recommending In-Line Ads, which proved to be a strong fit.
The integration process was smooth, and Liftoff quickly became one of our top bidders, consistently securing a strong share of our In-Line impressions. What stood out most was their ability to deliver results without compromising how users interact with our app.
“Looking ahead, we’re excited to keep evolving our monetization strategy with Liftoff. In-Line Ads have unlocked meaningful new revenue streams, and we’re confident there’s even more room to grow.”
Prince Francis, Ad Technology & Revenue Optimization Lead, Fotmob