The Economist Boosts its Digital Business with DoubleClick

August 2016 / Education

Serving an affluent global readership, The Economist was facing a scarcity of supply in terms of inventory, typically selling out 4 out of every 12 months of the year. By using Audience Extension with DoubleClick, The Economist is now able to reach its audience across other publishers, bundle these impressions with its own inventory and resell those packages to direct advertisers at a premium.

Approach

Used seamless integration between DoubleClick for Publishers and Doubleclick Bid Manager to retarget first-party data across the web

Ran Audience Extension both for clients and to promote Economist brand

Reached consumers on new formats such as video

Goals

Tackle problem of scarcity of inventory

Monetise valuable first-party data

Enable advertisers to reach affluent global audience of Economist subscribers

Efficiently drive additional subscriptions

Results

90% year-on-year growth in Audience Extension sales

Over 50% of programmatic revenue comes from Audience Extension and audience-targeted offerings

Retargeting delivered 7 million new readers to Economist website (surpassing goal of 650,000) and converted over 5,000 readers into subscribers (surpassing goal of 2,000)

"Over 50% of our programmatic revenue comes from Audience Extension and audience-targeted offerings that we've built around our data and the capabilities of DoubleClick Bid Manager."

Ahswin Sridhar, Global Head of Economist Digital Products Revenue, The Economist

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