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Higher CPMs for Kompas
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Lower cost per flight search for airline advertiser
Background
As their goal to learn more about their travel audience, specifically those people who were researching travel, but hadn’t yet bought airline tickets, KG Media leveraged
Google Analytics 360 to help them create an audience list to reach these people and ran a Programmatic Guaranteed campaign in Google Ad Manager with an airline advertiser to show highly-relevant ads to them.
Solution
Using data, KG Media knew they could provide a better experience for advertisers and readers alike. Advertisers could reach well-defined audiences on Kompas sites, and site readers could see highly-relevant ads.
KG Media, together with Merkle then implemented Google Analytics 360 to learn more about their readers. They focused on the travel segment of their readership, specifically those people who were researching travel, but hadn’t yet bought airline tickets. Analytics 360 helped Kompas analyze reader signals about travel interests and define audience segments based on reader intent.
Result
“By linking Google Analytics 360 and Google Ad Manager, we were able to develop advanced audience-segmentation strategies for our advertisers. Building these new data-centric capabilities helped us greatly increase our CPMs.” Moch Rifki, Vice GM Marketing Digital & Print, KG Media
Executed the campaign using Programmatic Guaranteed gave the airline advertiser access to premium ad placements not available in the open auction, which drove higher user attention and response rates. Additionally, after achieving success with this campaign, Kompas created more travel content as well as new sub-segments for budget, luxury, international, and local travel to drive more revenue. This resulted in an additional 25 percent CPM increase.
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