Hupu - Mintegral

At present, Mintegral accounts for 20% of the total advertising monetization revenues of Hupu, Mintegral and Hupu have now become long-term strategic partners.

The Challenge

Founded in 2004, Hupu has grown to become the no.1 news and community portal for sports fans in China. Providing users with in-depth sports insights, Hupu has a sizable impact on soccer fans thanks to its large base of loyal users. Now, Hupu’s install base has reached over 120 million, with its daily active users reaching around 6 million.

Hupu wanted to monetize more efficiently and grow ad revenue without damaging its brand image or user experience. Hupu chose Mintegral as a monetization partner because of the quality of its ad creatives from the Mindworks studio.

The Solution

As a popular and dynamic sports community, Hupu attaches great importance to the user experience of its platform. With this in mind, Mintegral recommended native video ads as the best format. By integrating native ads into the Hupu app the overall user experience remained positive, meaning the advertising experience was also better. Choosing native ads also resulted in a higher eCPM.

Based on ongoing analysis of Hupu’s millions of daily users Mintegral has continued to identify advertisers that are the most relevant to Hupu’s users, intelligently screening the video ads to ensure a consistent level of quality that enhances the user experience and makes the ad-based content more attractive.

The Result

By introducing the native video ads Hupu’s app increased its app fill rate, with an average daily volume exceeding a million and an increased eCPM. At present, Mintegral accounts for 20% of the total advertising monetization revenues of Hupu, Mintegral and Hupu have now become long-term strategic partners.