A Danish publisher documented the beneficial effects of reaching users with real, rather than presumed, intent to travel

Publisher case

Problem

The publisher wanted to prove to its client the effect of targeting not only users interested in online travel guides and articles about vacations but also users with a real intent to purchase travel.

Solution

Measure
Identify
Reach
Build

The publisher and the client launched two campaigns – one targeted a ‘Travel Purchase Intent’ segment while the other was a comparison campaign. The campaign delivery was measured to document the results.

Outcome

0

reduction in contact price

The data targeted campaign reached the audience much more efficiently at an effective contact price equal to 42% of the effective contact price on the comparison campaign thus demonstrating their ability to deliver significant value for money.

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