Rakuten Advertising partnered with the Dallas Morning News and The Trade Desk to break the norm for traditional news media through the use of innovative RSS feed ads to crush new subscriber goals.
+154%
Increase in unique visitors
+97%
Increase in clicks in 3 months
-9%
Decline in CPA
The Process
Our teams created individually targeted ads that were presented alongside real-time headlines to the intended prospects. The Trade Desk and DMN used pinpoint RSS feeds to populate the creative, focusing on what would grab the attention of the viewer. In addition, we extended the geographic reach of the DMN viewers outside of the Dallas-Fort Worth Metro area.
The Results
Results from our partnership far exceeded benchmarks from more traditional news advertising, and many of the new subscribers came from well outside the DFW and Texas geographic area.
Key Learnings
Breaking the boundaries of what is considered the “norm” can have stellar outcomes – expanding the geographic scope of the Dallas Morning News and the type of ad presented was a risky venture that paid off immensely.