Case Study: How we helped a publisher use VisualDNA data to triple conversions in a targeted brand campaign

We’ve been working closely with Komsomolskaya Pravda (KP), one of Russia’s oldest and best-known newspaper publishers, to help them leverage data to increase ad yields for one of their flagship properties – Russia’s leading sports website Soviet Sport . VisualDNA data more than doubled click through rates, reducing costs per click by 40%.

Like most traditional publishers KP, who also own tabloid news site Express Gazeta, have to prove they can attract a reliable audience in order to compete with aggregators such as Yandex and Google for advertisers’ digital spend – and they recognise the importance of reliable data (both their own data, and that of their party providers such as ourselves) in capturing that spend.

VisualDNA has a rich data set in Russia.  With 120,000 quizzes completed each month, scaled over a network of 45m cookies, we are the country’s leading data provider – incredibly rich data enabling us to target niche audiences at scale. We ran two campaigns for a major sports brand on behalf of their agency Mindshare Russia; one for a running event, the other for a specific product: Football Boots.

For the event, KP created custom segments by merging the audience that feature in three separate VisualDNA segments:  “Runners”, “18-24s” and “Males” to create an audience of 18-24 male runners. For the boots, KP merged “Soccer Lovers” “Males” and “18-24s” to create an audience of 18-24 males who play football.

The results below – benchmarked against their previous, un-targeted, Run of Network campaigns – more than justify the publisher’s investment in the data.

Demand for data in advertising is growing fast: programmatic buying is growing as advertisers see a clear return on data investment: getting better value than from the random audience they’d reach from a run of network. And media agencies are getting a better understanding of how to make data perform.

Five elements in particular made this campaign successful:

  1. The right segments: runners and football fanatics in addition to demographics
  2. The right number of impressions: don’t over-target your audience
  3. The right KPIs: to help you optimise and ensure you get ROI
  4. Fantastic creative: compelling visuals that appeal
  5. The right platform: in this case, a publisher with a loyal audience

This is a great example of how publishers can use data effectively. And the opportunities are growing. Technology allows publishers not just to reach audiences on their own sites, but to reach similar audiences after they’ve left thereby increasing reach: since VisualDNA’s platform is integrated with Google’s doubleclick, itself integrated with all major ad servers, virtually any publisher can now use our data to deliver targeted campaigns for any advertiser as a managed service and meet valuable brand campaign briefs.

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