Challenge
A leading multi-format publisher was looking to increase sales and awareness for new book releases. The publisher turned to Alliant for a digital solution to promote novels prior to launch and generate measurable consumer engagement.
Solution
In effort to reach consumers interested in reading, Alliant crafted an audience of subscribers to premium email newsletters including The New York Times, Reader’s Digest, Better Homes and Gardens, The Wall Street Journal, and Us Magazine. Audiences were then targeted with standard and high impact banner ads, which were served directly within the newsletters. To continuously reach subscribers showing the highest interest in the publisher’s ad, the campaign was optimized over time based on click engagement.
Results
The program was so successful that the publisher decided to roll out nine more campaigns. Over the course of the campaigns, 16.99 million impressions were delivered and more than 39,000 clicks were achieved — an impressive click through rate of .23%.
