A UK publisher leveraged its ability to identify a valuable audience and added an extra revenue stream to its business

Publisher case

Problem

Like many publishers, the UK publisher could no longer rely solely on advertising to fund its business and was looking to add new revenue streams to support its content creators.

Solution

Measure
Identify
Reach
Build

The publisher created a valuable audience of ‘Mums’ and ‘Mummy Intenders’ highly active on its mum-focused properties. This was marketed to the advertisers who wanted additional reach or more impressions than the publisher was able to deliver and shared directly to its clients’ DSP seats for activation elsewhere.

Outcome

0

increase in annual revenue

The publisher was able to ‘double dip’ on the generated revenue on this valuable audience – by both selling media against them on its own properties, but also by creating a new audience extension revenue stream adding an extra +5% to its annual revenue.

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