A UK news publisher created a custom audience for its biggest spending advertiser category and increased its CPM prices

Publisher case

Problem

The publisher’s biggest spenders are real estate agents, who want to advertise to those in the market to move house. However, a lot of users browse real estate listings for fun, and it is hard to tell who is serious about moving and who is looking for leisure.

Solution

Measure
Identify
Reach
Build

The publisher asked its users: “When are you intending to move?” and weeded out the users, who were “just browsing”. They then created several segments of ‘Home Mover Intenders’ with varying levels of priority to match the home moving sales cycle, which can sometimes be a few years.

Outcome

0

improvement in CPM price

The publisher was able to market these segments to its biggest spending clients at a 50% premium CPM.

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