Expanding Horizons Through Strategic Diversification: Adders’ Success Story
Today’s digital ecosystem is rapidly evolving, which makes adaptability essential for sustainable growth. Companies that ignore changing industry trends risk losing out to their competitors.
Adders, an affiliate marketing team renowned for its expertise in whitehat marketing approaches and data-driven strategy, took this lesson to heart. With the support of Outbrain Direct Response (ODR), the company embraced a diversified marketing strategy, significantly transforming its business model and driving exceptional results.
A Pivot Born from Necessity
Adders long relied on AdSense for Search (AFD) for consistent results, but this singular focus left them vulnerable to industry shifts, making diversification essential as new challenges and opportunities emerged.
As one of ODR’s fastest-growing clients, Adders recognized the imperative to explore new avenues while maintaining the foundational strength of their search-focused strategies. This decision to diversify wasn’t made in isolation but was supported by their proficient media buying team and the strategic guidance of ODR.
A Calculated Approach to Diversification
The journey of diversification began with deliberate exploration into complementary fields, ranging from Related Search for Content (RSOC) to lead generation and e-commerce. Notably, the inclusion of Connected TV (CTV) campaigns marked a major step forward, allowing Adders to explore entirely new channels while staying committed to their core Search expertise.
RSOC, in particular, became a pivotal driver of Adders’ new strategy, accounting for 100% of their Search activity. Their success in integrating RSOC as a key revenue stream was bolstered by innovative bid automation, enabling precise targeting and premium traffic acquisition. Adders’ efforts were further optimized through strategic prioritization of geographically lucrative markets like Germany, the UK, and Japan.
Collaborating closely with the Outbrain Direct Response team also played a central role. The ongoing partnership ensured that Adders remained ahead of the curve, navigating complex algorithms and identifying scalable opportunities for growth.
Results That Speak Volumes
The results of Adders’ strategic evolution have been nothing short of remarkable. With diversification at the heart of their approach:
- 100% of Search activity was aligned with RSOC.
- 90% of their traffic transitioned smoothly to mobile, maximizing accessibility and engagement.
- Achieving a staggering +135% year-on-year revenue growth, the company reaped the rewards of its willingness to explore uncharted territory.
Yehor Кolesnikov, Growth Architect in Affiliate & Performance Marketing at Adders, highlights the critical role played by ODR in their transformation:
“With Outbrain Direct Response, you get traffic that actually performs—not just numbers. Master the algorithm, and scaling with strong ROI becomes real. But what truly makes the difference is their team: sharp, proactive, and always two steps ahead when it counts. Feels less like support, and more like having your own crew inside.”
The Power of Collaboration and Resilience
Adders’ success illustrates the immense value of combining a skilled in-house team with a reliable strategic partner. The company’s calculated diversification strategy has solidified its position as an industry leader while reducing dependency on any single channel. This ability to pivot without losing sight of core strengths underscores the importance of adaptability in performance marketing today.
As the digital landscape continues to evolve, the key takeaway from Adders’ journey is that diversification isn’t merely an option, but a necessity for long-term growth. By boldly venturing into new fields and leveraging innovative tools like RSOC and CTV, Adders has expanded its horizons and set a benchmark for success in the affiliate marketing industry.
For companies facing transitions in their respective industries, Adders’ story serves as both an inspiration and a roadmap to navigate the complexities of change.
