A format with no ad market. Revenue goal beaten by 200% in the first ten days.

What we walked into01The idea nobody had monetized

İki Dakika Creative House came to APH in October 2024 with an original: television series in vertical video — two-minute episodes, hundred-episode seasons, built for the phone. The content was strong and the audience was obvious; anyone who watched an episode on a phone could see who it was for.

What did not exist was everything around it. There was no distribution strategy for a series that lives on Shorts, Instagram and TikTok rather than in a broadcaster’s schedule. There was no revenue model, because nobody had priced a two-minute vertical episode. And there was no ad format, because the horizontal pre-roll that the rest of video sells would have broken the viewing habit the whole thing was built on. New formats do not come with markets attached.

The brief02Build the market before the season airs

The audience would be the client’s to earn. What had to be built was the money attached to it: where the episodes would live, who would pay for the space around them, and what an ad inside a two-minute vertical episode should look like. Three problems, and none of them solvable on its own — a distribution plan with no ad product sells nothing, and an ad product with no committed buyer is a mock-up. So the three were designed together, with the first ten episodes as the deadline.

What we did03The work

Three steps, designed as one: the distribution the format needed, the revenue secured before anything aired, and the ad units that made the second possible without costing the first.

1. 01
   DistributionDistribution engineered for the format

   Across the platforms where vertical actually lives — YouTube Shorts, Instagram, TikTok — built for virality and scale rather than adapted from a broadcast schedule.

2. 02
   RevenueRevenue before the season aired

   We took the inventory to the buy side early. Brands from banking, apparel and food committed budgets before the first ten episodes were published.

3. 03
   Ad formatsAd formats invented for the format

   A mobile notification embedded inside the video, and full vertical ad videos between episodes — native to the viewing habit instead of interrupting it.

What happened04The result

The initial revenue goal was exceeded by 200% in the first ten days and ten episodes. Indexed to the goal set before launch at 100, the revenue in the window stood at 300. That commercial result — not the view count — is what kick-started production of two new titles in the same format.

The index keeps the shape and hides the currency. The goal was set before a single buyer had seen the format, which is the point of the comparison: it measures the market that was built against the market that was assumed. No day-by-day line is drawn, because the budgets were committed before the window opened and a daily curve would suggest the revenue arrived with the views. It did not; it arrived before them.

Distribution reads first because the buyers needed to know where the audience would be; the ad formats read last because they were what the buyers were actually purchasing. In practice the three were built in the same weeks, and the sale in the middle depended on both ends being real.

The audience the format earned in the same window, across all platforms combined and as reported by the client’s platforms: 40 million+ views, 1.3 million hours watched, one million+ likes and 15,000+ comments. The reach was the client’s achievement. Turning it into revenue before a single episode aired was ours.

The four figures are kept apart from the revenue chart on purpose. They come from a different source and they prove a different thing: that the format found its audience, which was the client’s bet. The revenue figure proves that the audience had a market waiting for it, which was ours.

How to read the numbers05Methodology and caveats

Data source

Two sources, kept apart. The revenue figure is APH’s, reported from the launch engagement in 2024. The audience figures — views, hours watched, likes, comments — are the client’s platform reporting from YouTube, Instagram and TikTok, supplied to APH. We cite them; we did not measure them.

Metric

Revenue against the pre-launch goal, indexed. The goal set before the season aired is 100; the revenue in the window is 300, which is 200% above it. Absolute revenue and the goal itself are withheld.

Window

Ten days and ten episodes from the first episode published, in the 2024 launch. All platforms combined; no platform split is published, for revenue or audience.

Seasonality

Not applicable. There is no prior period to adjust against: the format had not aired before, and the comparison is with a goal set in advance, not with an earlier window of the same property.

Scope

The launch only. The content-licensing engagement began in October 2024; the representation agreement ended in July 2026. Nothing on this page describes the current relationship or any result after the launch window.

Results will vary

This is one launch. The result depended on a format with an obvious audience, on brands willing to commit before publication, and on ad units built for the format. We cannot guarantee the same outcome for another title or another format.

The pattern06What we do with this today

The engagement ended in 2026; the method did not. New formats, new placements and new surfaces — inventory nobody has priced yet — are what the direct-sales desk builds markets for: the distribution the format needs, the buyers brought in before launch, and the ad units designed for the surface rather than borrowed from another one. The sequence on this page is the one we start with.

Prepared by Archon Programmatic House · archonph.com/case-iki-dakika-2026.html · Last updated 18 September 2026 · Revenue reported by APH from the 2024 launch engagement; audience figures from the client’s platform reporting · The launch story only; the representation agreement ended in 2026