Case Study Publisher's Education
- 1. CUSTOMER CASE STUDY Thanks to MediaTrust, we MediaTrusts PerformanceExchange (MTPX): Providing easily met our eCPM targets for all of our campaigns. We Publishers Education Campaigns that Convert appreciate them taking the Background time to work with us to identify This publisher offers email monetization services to email list owners and email list the categories that were most managers, helping their clients maximize revenue from their data by delivering effective with our email list targeted email advertisements to their clients email lists. audience, as well as ways to improve our traffic quality and Objective CTRs. The publishers primary goal in partnering with MediaTrust is to generate maximum revenue for their clients email lists within the Education Vertical. MTPX Email Channel campaigns had to yield at or above the publishers target eCPMs for traffic to scale. Target eCPMs within the EDU vertical ranged between $2.00 to $5.00, depending upon the specific EDU category. Strategy and Execution The publisher first sent a sample of consumer traffic to a MediaTrust test campaign. Once the traffic was approved to run on the MTPX, the publisher and MediaTrusts Partner Management Team collaborated on which categories within the EDU vertical would be most effective at generating revenue for the publishers clients. After a thorough review of the publishers data, MediaTrusts Partner Management Team presented several campaign categories within the EDU vertical would pay out the highest possible revenues, while beating or meeting the publishers target eCPMs. After further testing, the publisher and MediaTrust decided to focus upon 2 catego- ries that appeared to be most relevant to the publishers email list audience: Nursing Degree and Criminal Justice. Analysis and Optimization After several days of sending targeted email traffic to the Nursing Degree and Criminal Justice categories, the publishers campaign traffic was analyzed and further optimized by MediaTrusts Partner Management Team. MediaTrust first analyzed the publishers traffic quality by taking a deep dive into their campaign About MediaTrust statistics. MediaTrusts Partner Management Team was then able to identify low MediaTrust makes performing traffic sources, and the subIDs that were hindering the publishers overall revenue generation efforts within both categories. After reviewing this pay-for-results online information with the publisher, low performing subIDs were eliminated from the advertising easier and more EDU campaigns, and overall quality and value of the publishers traffic increased. cost-effective. MediaTrust offers MediaTrust then worked with its Creative Department to increase CTRs by enhanc- an innovative online ing campaigns creatives for compliance and performance. technology platform, supported by best-in-class Following this initial review, the publisher then took part in weekly traffic quality optimization meetings with MediaTrusts Partner Management Team to ensure their service, and access to the best inventory was yielding maximum RPC. lead gen and direct response advertisers and quality affiliate Results publishers in the performance Within the first two months, the publisher experienced over a 20% increase in their marketing industry. MediaTrust CTR for their Nursing Degree campaign and over 35% increase in their Criminal enables its partners to easily Justice campaign. This increase in traffic performance increased their RPC by 6% for the Nursing Degree category and 10% for the Criminal Justice Degree category. create and deploy Within an efficient timeframe of working with their Partner Management on further pay-for-performance optimizing their traffic quality, the publisher saw a greater increase in the traffic marketing campaigns that performance, and increase in RPCs, and their eCPMs remain well within their target deliver clicks, leads and sales. range. Ad Sales Manager: sales@mediatrust.com 855 North Douglas Street, El Segundo, CA 90245