A Nordic publisher used a data-based approach to document and sell male users beyond its popular male niche sites and expand reach within its own inventory

Publisher case

Problem

The publisher had issues meeting clients’ demands in terms of availability and reach on campaigns against male audiences on its male niche sites.

Solution

By measuring the audiences across its whole portfolio of sites, the publisher discovered that it was actually reaching 52% more men in the rest of its network than on its male niche sites. Documenting this in sales kits to clients made it possible for them to sell campaigns on its male niche sites and extend reach by targeting male audiences on its other sites.

Outcome

0

increase in available inventory

0

Improvement in CPM price

The publisher more than tripled the inventory available to sell to male-oriented clients and successfully converted impressions that had previously been sold programmatically into private deals and IO sales effectively raising the CPM by 5 DKK.

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