CASE STUDY: LEVERAGING PAID MEDIA TO DRIVE TRAFFIC FOR DIGITAL MEDIA PUBLISHER
A major regional multi-media company had been in revenue decline for several years. As a local media company of its size and reputation, it had a significant amount of traffic from outside the market. In any given comScore research study, 70% of their traffic would come from outside the market, while another 30% would come from within their DMA. This presented a challenge to local sales reps who would be tasked with selling the digital content site to advertisers and advertising agencies within the market who were savvy enough to utilize comScore in their media decision-making process.
To that end, the struggle became: how to increase traffic to key sections of the site from within the DMA so that they could increase advertising revenue?
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