JPIMedia revolutionised its data strategy by creating and deploying more than 170 segments relevant to their clients in less than 3 months

Publisher case

Client

JPIMedia is one of the largest national, regional and local multimedia organisations in the UK. Founded in 2018, the media company provides news and information services through its portfolio of 200 newspapers and associated websites around the UK.

Problem

JPIMedia owns a portfolio of hundreds of websites, making the majority of their inventory relatively broad. As a consequence, JPIMedia was struggling to create behavioural audiences based on their media properties. At the same time, they found it difficult to sell inventory against off-the-shelf segments to their clients.

Furthermore, a large number of campaigns running on JPIMedia’s websites are location-based and for this reason, it was challenging for the media company to scale their data strategy.

Solution

JPIMedia used the UserReport survey tool to ask their users specific questions based on the segments they wanted to build and from the answers given, the company was able to build deterministic data sets.

Subsequently, JPIMedia used AudienceHub to grow the data collected via the survey, enabling them to create unique segments relevant to their most valuable clients.

Outcome

group

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segments built in less than 3 months

In less than 3 months, JPI Media built more than 170 segments based on the targeting requirements of their biggest spending clients. The segments were made available for activation across all of their local titles, making it easy for JPIMedia to scale the segments’ profit potential.

Last but not least, they knew the exact size and precision of the segments they were selling and were able to easily communicate to their clients how the segments were created.

With these initiatives, JPIMedia has been able to leverage its broad inventory, while redesigning its entire data strategy.

Words from our client

Thanks to AudienceProject’s solution, we were able to redesign our digital advertising data strategy. In less than 3 months, we successfully created more than 170 segments relevant to our most valuable clients. This has lead to an increase in the range of advertising solutions we can facilitate for our customers.

Jade Power Head of Display, JPIMedia
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