After completing a successful pilot, Archant rolled out the full Carbon DMP to leverage its suite of publisher tools with Trade Direct Insurance (TDI) being their first programmatic direct deals partner
Reaching approx 12m people per month online, Archant is one of the UK’s largest regional media companies, with a huge portfolio of regional print and digital properties across news and specialist interests.
Trade Direct Insurance (TDI) is a leading provider of insurance policies to the Tradesman and Construction industries with approx 40,000 clients. Carbon’s Audience Match™ direct deals product, which uses machine learning to find audience overlap between publishers & advertisers, successfully facilitated improved adCTRs & yields for Archant and sales uplifts for TDI.
With their ongoing focus upon quality regional publishing and the continued growth of its digital audience, Archant are working hard on helping advertisers improve their ROIs. TDI operate in a highly competitive sector with constant pressures to find and maintain customers, within brand safe environments.
TDI saw the opportunity to harness Carbon’s programmatic direct deals discovery product – Audience Match™ – to generate sales uplifts in brand safe environments. Audience Match is fuelled by Carbon’s machine learning-driven audience segmentation tools; so by knowing an audience on a publisher’s network (like Archant’s), Carbon can identify the crossover – and lookalikes – for an advertiser’s target audience, that generate higher yields for the publisher.
To find and leverage overlapping audiences between Archant and Trade Direct Insurance, allowing TDI to advertise in a controlled and brand safe environment, whilst driving increased yields for Archant.
As Archant and TDI were both using Carbon DMP they already had the Carbon profiling tag on their sites, to collect their 1st party audience data and surface key audience insights. As a result, Carbon’s machine learning was able to identify an overlap with B2B insurance & personal finance between Archant and TDI. Then using the audience extension capabilities, other relevant signals were added to scale up the audiences to target within Archant’s network for TDI.
As a result, a number of audiences were built based on multiple signals of intent to show the strength of Carbon’s data, as well as using in-flight optimisation across the campaign’s duration to optimise performance. The Carbon-built audiences included:
An audience using Carbon’s behavioural profiling to leverage metrics such as frequency and recency to identify those most likely to convert.
A broader extension audience across the Archant network with similar profiles to a TDI audience.
Prospecting T1 & T2
Targeted extension audiences utilising Carbon intent and demographic signals such as tradesman and van intent.
Throughout the campaign, Carbon was able to analyse the comparative performance of audiences and make “in flight optimisation recommendations” based on factors such as device, location and ad type. This allowed Archant to fine tune the campaign to deliver higher performance for the advertiser and reduce spend on under performing elements. In this campaign Carbon’s in-flight optimisations yielded a 300% increase in page dwell time for the primary audience as well as creating more adCTR stability.
Successful programmatic direct deal
Programmatic direct deals have many benefits. For Archant it significantly reduces the “Adtech tax” and increases yield potential from their inventory. For TDI it provides a brand safe environment for their ads with increased revenue from more targeted ad placements in brand safe locations. The regional nature of Archant’s digital properties was particularly valuable to TDI as they had a strategic objective to increase their brand visibility beyond their usual reach. For instance; compared to previous 3 months, the 3 week campaign led to a number of location-specific uplifts for TDI.