Media Group revealed 200% more engaged readers and increased publishing revenue by 15%
Client
The client is a U.S. media group with a portfolio of 100+ local news newspapers and digital magazines.
Challenge
Despite abundant traffic to their newspaper and magazine websites, the client was not satisfied with conversion rates. To attract advertisers and scale publishing revenue, they needed more personalized and impactful engagement.
Solution
Utilizing Adenty, the media client managed to:
- Unlock full visibility into the engaged audience. The client wanted to focus on returning website visitors, but their cookie-based analytics struggled to spot them accurately. With Adenty, they uncovered three times more returning visitors than with their cookie-based solution. This enabled gathering more detailed data to enhance audience interaction — from engagement and conversion to retention and analysis.
- Unveil anonymous traffic. With Adenty, the client started to track pre-login reader interactions. This maximized the knowledge of reader preferences and unlocked data-driven engagement from the earliest stages — no matter whether readers were using VPNs, incognito mode, or private browsers. Besides, the team eliminated blind spots in their analytics – as Adenty recognizes visitors with up to 99% precision and 2.6 times longer than cookie-based solutions.
- Engage the audience smartly. With more visitor data collected due to previous steps, the client team also used MarTech orchestration. It enables multi-step engagement scenarios. Each scenario defines when readers should be paywalled, encouraged to explore related content, incentivized with discounts, and more — capturing the moments when readers were most likely to convert.
The result was rewarding: the client achieved a 15% boost in paid subscriptions across their media outlets – all within the first three months of implementing Adenty. This led to measurable media revenue growth and unlocked more profitable advertising collaborations.
