Surfline Goes Multimedia With Surfline

By Staff Published on .

Production: Surfline, a subscription wave-forecasting service, is using Web video to expand its revenue from advertising on the site. Video has been a part of Surfline.com's home page for years, and now the company is branching into co-productions with sponsors to create original content, including the "Going Off" series of interviews with surf pros, sponsored by apparel company Hurley.

Result: Web video is luring viewers to Surfline, which helps the company cultivate both advertising revenue and subscription growth. The company has featured video on its site for five years, building the supporting technology from the ground up with in-house and outside talent. Now the company draws 1.2 million unique monthly visitors, which lets it charge a $28 CPM for ads linked to the video, about the industry average. The company sells both pre-roll ads and display ad units to accompany the videos.
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