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
