Challenge
A premier book publisher was looking for ways to improve engagement from ads placed on an digital news site.
Solution
To give the publisher’s campaign more lift, Alliant built a custom book buyers segment that specifically identified conversion behaviors. The publisher ran an A/B split test to compare the ad interaction of Alliant’s custom segments versus a control sample of conventionally targeted audiences. Alliant’s custom book-buyers segment dramatically outperformed the control sample by every engagement metric tracked by the advertiser.
Results
The client saw 130% improvement in interaction, 120% increase in hovers, 52% lift in scrolling, 15% increase in active page dwell and a 104% higher click through rate.
