With a mission to create and disseminate cultural information, Unidad Editorial is a leading multimedia group in Spain with 20 million users daily. As its titles are free, advertising is vital to the business. DoubleClick allows Unidad to manage all display and video inventory for any device, provides consolidated reporting for mobile and desktop, enables programmatic sales and provides a way to run user-friendly native ads on all screens.
THE GOALS
Create a strong engagement between brands and users
Increase monetisation of mobile inventory
Develop cross-device strategy
THE APPROACH
Used DoubleClick platform to manage all inventory
Made native formats available programmatically
Ran native ad campaigns across devices
Leveraged consolidated reporting for mobile and desktop to optimise operations
THE RESULTS
250% increase in programmatic revenue within one year
4X increase in mobile click-through rate with native ads
6X increase in desktop click-through rate with native ads
15% of total online revenue now comes from mobile, up from 4% last year
"The native ads are a lot more friendly to our user compared to the traditional ads, this format gets us much better results."
- Carlos Suarez Pazos, Head of mobile.
