A Nordic news publisher created high demand segments based on the unique personas of the users on its premium sites

Publisher case

Problem

The news publisher had a hard time convincing high-end clients to advertise on its high-volume tabloid site compared to its smaller premium sites where inventory was constantly sold out and had higher CPMs.

Solution

Measure
Identify
Reach
Build

The news publisher identified ten high-end and high-demand segments based on its high income and high spending audience on its premium sites. These were marketed to advertisers wanting additional reach or impressions that could be delivered solely on premium inventory.

Outcome

0

improvement in CPM price

The news publisher moved 10% of its impressions on its tabloid site previously sold at low CPM prices programmatically into ”added audience reach” – private deals and direct sales – while increasing the CPM by 140%.

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