Precision targeting and high-impact results? The secret sauce is data
Partner content
The new Audience Takeover product can target specific audience types, combining first-party data signals with premium formats, for brands looking for something a little different.
In Mail Metro Media’s drive to deliver our wealth of first-party data to the market, we recently introduced a series of optimised data products, which open up greater potential for brands to tap into our deep pools of user insights.
One of these was the Audience Takeover: a new functionality that allows commercial partners to achieve exceptional dwell time but targeted to specific audience types, in contrast to our existing Channel Takeovers, which focus on a subject matter.
A data-enabled twist on the traditional Channel Takeover, this innovative option is available across 28 category topics, combining a curated set of first-party data signals, including interest, context, brand interactions and DMG::ID poll, with premium, above-the-fold formats for optimum viewability and engagement. The result? An impactful campaign, with a precise focus on targeting the most valuable audience profiles.
Increased performance
So far, we’ve seen the Audience Takeover deployed in some unusual and highly effective ways by brands interested in delivering something a little different. For example, encouraging interest in ticket sales.
Often, Channel Takeovers traditionally focus on making a big brand impact, rather than encouraging a particular desired action. But live concert promoter AEG chose an Audience Takeover of our Music Lovers segment to drive awareness and consideration of music legend Stevie Wonder joining the bill at this summer’s BST Hyde Park concert series.
In return, the concert creative appeared to the key audience of MailOnline readers, 40% of whom are already considering a summer music outing this year and four-fifths would consider an outdoor event.
Using a combination of contextual targeting of relevant music content and behavioural targeting of music lovers and in-market entertainment shoppers, with standout high-impact ad formats and 100% share of voice “above the fold”, achieved a click-through rate over 3.6 times higher than a typical Showbiz Channel Takeover.
By being bold and trying a data-enabled product, AEG took its message directly to music fans, resulting in reduced wastage and increased performance.
A precision-targeting approach
Rugby is an incredibly popular sport among our readers, with 4m interested adults. Tapping into this interest point, the Audience Takeover also delivered returns for Tommy’s, the charity focused on pregnancy and baby loss. With such an important yet highly emotive area of focus, Tommy’s wanted to appeal to parents, especially fathers.
Tommy’s identified the Six Nations tournament as a key time to engage this audience — an event that generates over 700 articles on MailOnline alone. A key insight for Tommy’s in selecting this approach was that MailOnline readers who are interested in rugby donate 28% more to charities per year than the average reader.
Effectiveness in targeting is often a key priority for any charitable organisation. By drawing on the Audience Takeover of our Sport category, Tommy’s was able to deliver impact with a precision-targeting approach, showing up next to Six Nations articles in high-impact formats and appearing as first impression for our Sport audience during the peak final week of the competition.
In return, the campaign’s click-through rate proved three times higher than a typical Sport Channel Takeover, while hitting precisely the right parental audience.
Compelling message
These are just two of my favourite examples of how our new data-enabled Audience Takeovers are delivering results on a daily basis. These returns are impressive but, to those steeped in data’s potential, entirely expected.
When you connect the right audience with a compelling message, performance increases will follow. This truth runs throughout our incredibly diverse range of content and commercial capabilities.
But it is our first-party data that makes this all possible, not only through the scale of our audience, but also the depth of our audience’s engagement and consistent loyalty.
Our brand partners can draw on a universe of over 200bn data points per month, providing trigger insights for in-market, geo-targeting, demographic, contextual, interest and outcomes signals to precisely hone just the right audience for your message.
Samantha Eales is head of commercial audience data at Mail Metro Media
This is the third in a series of partner content with Mail Metro Media running this week