Milliyet is a leading Turkish news provider that sells 260,000 print copies daily and attracts over 3 million unique users to its online properties every day.¥_ In recent years it has seen both users and ad spend switch to digital. In this context, online monetisation is a critical area of focus. As a way of driving return on investment for its advertising clients, Milliyet turned to the powerful features of DoubleClick for Publishers Premium.
Approach
Adopted DoubleClick for Publishers
Created audience segments to extend product offering
Offered city-level targeting, facilitating digital sales on a local level
Goals
Monetise growth in traffic from digital devices
Deliver better return on investment to advertising clients
Build differentiated products in a competitve marketplace
Results
Improved local sales' contribution to digital revenue from 0% to 10%
Gained competitive advantage through ability to offer combined digital and print revenue to local advertisers
Milliyet's partnership with DoubleClick for Publishers has both sped up our work and nurtured trust from the market.
- Yakup Erdoğan, VP of Digital Sales, Milliyet
