Case Study

Salesforce DMP Enables Vox Media to Drive Superior Advertising Performance

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Vox Media is redefining the modern media company by empowering the smartest digital voices with the technology to create and distribute premium content.  Vox Media is eight media brands: The Verge (technology and culture), Vox (news), SB Nation (sports), Polygon (gaming), Eater (dining and nightlife), Racked (shopping), Curbed (real estate, design and home), and Recode (technology and business). Vox Media engages hundreds of millions of people with high quality storytelling and experiences, generating 800 million monthly content views on and off platform. 

The Challenge

Vox Media saw an urgent need among many digital marketers that couldn’t easily execute targeted campaigns at scale using high-impact ad units in premium and brand-safe environments.

To address this need, Vox Media partnered with NBCUniversal to launch Concert, an elite portfolio of premium publishers that pairs high performing advertising products - focusing on video - with premium quality content. This enables Concert to offer advertisers both audience scale and sophisticated targeting and insights. Concert pools inventory from Vox Media’s eight properties and NBCUniversal’s digital properties, thereby providing marketers with an audience of 190 million unique people each month, which is ample scale for national campaigns. Additionally, Concert offers high-impact mobile, video, native and advertising products that deliver higher engagement than advertisers can find elesewhere. 

Impactful ad units and distribution at scale are only part of the equation: precise audience targeting is also critical to driving campaign performance. Vox Media was searching for a way to enable marketers to target their consumers using a variety of first-, second- and third-party data to create unique audience segments.

Vox Media understood the reach and audience challenges faced by many marketers. While these marketers could run high-impact campaigns with a set amount of publishers, they couldn’t achieve the scale and the robust audience-targeting they needed to meet their objectives. Alternatively, marketers could execute programmatically, but they could do so only by using limited standard IAB sizes, which consumers often ignore. Vox Media wanted to provide a solution where marketers could reach their target audience across premium publishers with the highest quality ad products.

The Solution

Two years prior to launching Concert with NBCUniversal, Vox Media implemented Salesforce DMP's technology to collect, analyze and activate its people data. The success of that implementation prompted Vox Media to expand its use to support audience targeting for campaigns that use Concert.

Vox Media found that Salesforce DMP had the best tools to enhance a publisher’s direct sold and premium-programmatic business. Therefore, it was a natural decision to extend that partnership to Concert. Today, all of Concert’s targeting capabilities are executed via Salesforce DMP.

Vox Media uses Salesforce DMP to leverage its first-party data segments and to execute its data collaboration with NBCUniversal. This enables Vox Media to achieve scale and create unique audiences. By using its first-party data in tandem with second- and third-party data as needed, Vox Media is able to reach its advertising partners’ target audiences on an array of premium digital properties including non-endemic audiences across various sites. For example, a beauty brand can engage their customers on Racked as well as on other properties such as Eater or Curbed or across NBCUniversal properties.

“Krux has been crucial to the success of Concert by enabling both data-sharing with NBCUniversal and precise targeting of key audience segments, which have driven significantly better performance for our advertising partners.”

The Results

A mutinational telecommunications brand was the first marketer to use Concert.  To support their objectives, Vox Media leveraged Salesforce DMP to create a unique business segment composed of NBCUniversal and Vox Media’s comprehensive small business audiences. The results were stellar.

When comparing the Concert-targeted impressions to un-targeted ones, Concert delivered:

  • 45% better overall performance
  • 56% higher interaction rate
  • 42% higher attention quality

 

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