Unidad Editorial grows mobile CTRs 4x with cross-screen Native Ads on DoubleClick

November 2016

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.


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