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The client, currently operating in 40 countries, is one of Europe’s leading media companies. They’re not only one of the biggest newspaper publishers in terms of circulation and sales, but also one of the continent’s leading digital publishers.
In Q2 of 2015, digital media accounted for over 60% of its revenue. With the recent purchase of a major international online publication, the company now reaches almost 200 million unique visitors. It delivered over 10 billion ad impressions in Q1 of this year, making it one of the top worldwide in terms of reach.
The leading publisher began using Smart AdServer’s ad serving solution six years ago. Since then, the two have been working closely to build comprehensive ad strategies. The media conglomerate currently utilizes Smart AdServer technology for display, video and mobile, selling through both direct and programmatic sales channels. They were one of the first to adopt Smart AdServer’s forecasting tool in January of 2009.
The Challenge
Over the past few years, the company has invested in dynamic growth of its digital activities, resulting in an increase in revenue and earnings in 2014.
Challenges for Smart AdServer:
-Supply accurate forecasting for over 500 employees who are spread across 100 sites worldwide and who manage between 2,000 and 5,000 campaigns per month. The tool is particularly important to sales teams, who needed to sell the maximum volume of ad space without exceeding available inventory.
-Provide the sales team with accurate information about available volume, giving them the ability to sell the appropriate amount at the correct time.
-Offer insight about overbooked campaigns and their level of importance, allowing publishers to take necessary actions to ensure campaigns objectives are met.
-Offer teams the possibility to combine multiple targeting criterion without sacrificing precision.
-Provide the publisher with the ability to forecast fine-tuned audiences and then sell behavioral campaigns at a higher rate.
Results
-Easy-to-use interface provided crucial information at the click of a button
-The precise algorithm ensured an accurate estimate of available inventory and audiences
-Managers adjusted ad strategies using overview of booked campaigns
Looking for more case studies? Read our latest one on the benefits of holistic yield. We even have a French version!
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