Google
Case Studies
AccuWeather delivers enhanced value to advertisers with DoubleClick for Publishers + Google Analytics 360
Overview
AccuWeather delivers enhanced value to advertisers with DoubleClick for Publishers + Google Analytics 360Google |
Analytics & Modeling - Data-as-a-Service Analytics & Modeling - Real Time Analytics | |
Telecommunications | |
Sales & Marketing | |
Demand Planning & Forecasting | |
Data Science Services | |
Operational Impact
AccuWeather found that integrating DFP and Analytics 360 gave its team unique insight into the value of certain audience segments for different advertiser verticals. | |
The team was able to create highly tailored advertising packages with high-value unique audience segments that sales teams can sell directly or through programmatic marketplaces like DoubleClick Ad Exchange. | |
AccuWeather used Analytics 360 data to build a custom audience, blending those who had been exposed to that company’s ads on its website with location data to reach the right users. | |
Quantitative Benefit
On average, revenue per 1,000 sessions rose by 45% when two new companies began advertising on AccuWeather.com. | |
An advertiser learned that those who saw its ad on AccuWeather.com were actually 6.5 times more likely than the typical user to buy its product within the next 30 days. | |