Guardian News & Media, publisher of the Guardian, has partnered with Eurostar and iProspect to launch ‘Guardian Programmatic Audiences’ – a new data proposition, which introduces premium publisher audience targeting to the programmatic marketplace.
For the first time Guardian audience intelligence will be decoupled from a Guardian inventory buy and will enable programmatic partners to deliver “smarter, more effective” campaigns targeted across their choice of media.
‘Guardian Programmatic Audiences’ aims to “set a new bar for programmatic targeting” by providing the “highest quality, scalable, current and transparent data sets on the market,” the publisher said on Tuesday.
The proposition comprises of two complementary data options; pre-defined and advanced custom audiences.
The pre-defined option delivers a range of demographic, interest and persona-based targeting options to buyers. The advanced custom audience option leverages data science to deliver bespoke and self-optimising audience segmentations to individual advertisers.
The Eurostar campaign seeks to deliver improved ROI as part of its continuous ‘always on’ digital acquisition to reach new customers. Running multi-market campaigns Eurostar use a variety of data sources in order to identify intent for travel and closely monitor the success of each source.
Results from this campaign have driven a 30% increase in ROI and campaign effectiveness through the same level of spend on third party data.
“This partnership has enabled us to reconsider how we buy data for our ‘always on’ digital acquisition campaigns, offering us a far greater degree of transparency than has been possible before and our audience a more relevant message,” said Lionel Benbasset, head of marketing & brand, Eurostar.
“The increases we have seen in ROI and transaction value are testament to the power of quality publisher data in reaching new audiences and we look forward to seeing where this can take us in the future.”
Daniel Spears, programmatic director, Guardian News & Media added: “Guardian’s Programmatic Audiences answers an industry need for clear, up-to-the-minute, quality data that can power campaigns across all forms of media and show significant ROI and impact.
“The campaign with Eurostar has really shown the potential of this proposition and we’re delighted to be ahead of the pack and rolling out more campaigns with a range of top brands and agencies.”
