Verizon: Unlocking New Monetization Through Ad-Integrated Buy Flows
Project Summary
This project demonstrates how UX, data, marketing, and product can work together under a clear framework—exactly what modern media collectives are driving: ads that enhance customer journeys, first-party data for addressability, and proof of effectiveness via revenue impact.
The Problem
The legacy flow was purely transactional, missing critical monetization opportunities.
- Missed Partner Bundles
- No showcase for streaming services or smart home devices
- Limited Campaigns
- No seasonal campaigns or sponsored upgrade promotions
- Untapped Data
- Address/location data not used for personalized offers
- No Measurement
- Limited ad effectiveness tracking inside buy flow
Ad-Centric Personas
Understanding our audience for targeted monetization strategies
Tech Enthusiast
Seeks cutting-edge speed and features, always looking for the latest technology innovations.
- Responds to sponsored device upgrades (mesh routers, gaming packs)
- Values performance metrics and technical specifications
- Early adopter of new services and technologies
- Higher willingness to pay for premium features
Value Seeker
Compares offers aggressively, focused on getting the best deal possible.
- Responds to bundled promotions (free streaming trials, seasonal discounts)
- Price-sensitive but open to value-added services
- Researches extensively before making decisions
- Influenced by limited-time offers and promotions
The Solution
Redesigned the buy flow into a hybrid commerce + media surface
- Contextual Ad Modules
- Native ad slots inside plan selection with sponsored banners that blend contextually while remaining clearly labeled.
- Personalized Recommendations
- Dynamic add-on bundles surfaced using address qualification and plan type data for first-party targeting.
- Cross-Sell & Promotions
- Partner promotions and seasonal offers strategically placed at key decision-making points.
- Measurement Framework
- Comprehensive tracking of impressions, CTR, attach rates, and incremental ARPU through A/B testing.
Business Impact & Metrics
Measurable results proving monetization and usability can coexist.
- +18%
- Conversion Increase
- Core conversion improvement through better UX
- +15%
- Add-on Attach Rate
- Sponsored add-on attach rate growth
- +12%
- Incremental ARPU
- Per customer in exposed cohorts
- 8.5%
- CTR on Promotions
- 2x higher than display ad benchmark
- Conversion + Monetization Lift
- Core conversion increased 18% (improved UX)
- Sponsored add-on attach rate grew by 15%
- Incremental ARPU from ad modules: +12% per customer
- Advertising Performance
- CTR on contextual promotions: 8.5%
- 30% of exposed users engaged with ad units
- No cannibalization of core conversions
- Operational Efficiency
- Campaign launch turnaround: 4 weeks → 1 week
- Marketing can swap creative without dev intervention
- Address qualification exits dropped by 22%
Onsite Monetization
Turning a buy flow into an ad-supported surface that generates incremental revenue without disrupting the user experience.
Audience Segmentation
Leveraging location and plan data for personalized targeting, similar to retail media audience segmentation strategies.
Measurement & ROI
Comprehensive tracking of impressions, CTR, attach rates, and ARPU to prove ad effectiveness and revenue impact.
