Challenge

Eurostar's ambition is to become Europe's most-loved travel experience and iProspect’s approach to delivering this business objective is by creating real connections with audiences.

We want to send out the right message to the right people at the right time (easier said than done!) and so to develop these ‘real connections’ means truly understanding our audience. 

Solution

We set out to prove that high quality, verified, second-party data has greater value to Eurostar’s sales activation campaigns than widely accessible third-party data. Since we knew that The Guardian held a huge data pool of high-quality, premium, affinity-based, socio-demographic audience data, the objective was to uncouple this data from inventory and make the audience segments addressable through other platforms.

Working with the specialist programmatic team at iProspect, The Guardian and iProspect formed an exclusive media-first partnership. The idea set a new bar for programmatic targeting by providing the highest quality, scalable, current and transparent data sets on the market. The innovative proposition comprised two complementary data options: pre-defined and advanced custom audiences. 

Result

60.8% post-click conversion rate

58.9% improved conversion rate through greater relevancy

13.2% overall increase in ROI by using second-party data through a key partner on the open exchange