Radio Mindanao Network, Inc. (RMN), based in Makati, is one of the largest radio networks in the Philippines. Founded in 1952 with its first station, DXCC, in Cagayan de Oro, RMN expanded nationally, pioneered national newscasts in 1968, and went global in 1998 with a station in New York.

The network entered television in the 1990s with a station in Cagayan de Oro. It has since strategically transitioned away from TV operations in 2003 to focus on its core radio business.

In recent years, RMN expanded its digital channels, and focused on its website to diversify revenue streams and future-proof its business. While the team consistently worked on producing high-quality content, resource limitations challenged the organization’s pace of growth.

Advertising Lab provided the RMN team with consistent consultancy on the business, and revived commitment from the RMN team to implement the recommendations received. By being open to a detailed and comprehensive diagnostics process, the RMN team gained deep insights into the various aspects of improving the RMN website, and enabled them to develop a more comprehensive strategy for transforming their business.

This included developing a new XML sitemap, and adjustments to improve RMN’s Core Web Vitals across three months, which resulted in an 11% increase in RMN’s pagespeed score. The publisher’s ad revenue also increased by 77%, due to demand optimization efforts across regional and hyperlocal stories.