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How Bloomberg Media reached a global audience with personalized and effective Display ads

Back to all success stories

How Bloomberg Media reached a global audience with personalized and effective Display ads

Goals
  • Increase article views
  • Increase subscriptions
  • Engage a global audience
Approach
  • Create separate campaigns for mid-funnel article views and low-funnel subscriptions
  • Personalized messaging through standard image ads and responsive display ads
Results
  • 8% lower cost-per-action
  • 81% lower cost-per-site-visit

“At Bloomberg Media, we put the audience at the center of everything we do. Delivering a more personalized user experience to our audience where they are consuming content is core to our brand. Responsive display ads allow us to deliver on that by helping us to reach the right consumer, in the right channel, at the right time with a message that creates a positive brand experience.”

- Chris Marino, Global Head of Performance Marketing & Media, Bloomberg Media

About the company

Bloomberg Media is powered by a newsroom of over 2,700 journalists and analysts. With 385,000+ digital subscribers and 40 percent of subscriptions coming from outside of the United States, international markets represent a significant growth opportunity.

Goals

To capitalize on the growth opportunity, the team needed a way to increase article views and subscriptions through contextually relevant advertising that could engage a global audience. For the campaign to succeed, the ad creative had to be personalized because users around the globe engage with different topics based on their location.

Approach

In order to achieve this goal, Bloomberg partnered with their agency, Kepler, on a test to set up a two-pronged media campaign: one for mid-funnel article views and one for low-funnel subscriptions. Given the large potential audience and variety of content and subscription options available to promote, Kepler launched both standard image ads and responsive display ads to see how both performed. While standard image ads would appeal to all users with a single, consistent message throughout the flight, responsive display ads would reflect the variety of subscription options available at Bloomberg in a way that was more personal to users.

Results

With responsive display ads, Bloomberg increased their speed to market with easier workflows and delivered stronger ROI—all while providing a more relevant experience for potential Bloomberg subscribers. In both campaigns, responsive display ads outperformed standard image ads.

While image ads are still run in lower-funnel campaigns, responsive display ads have yielded an 8% lower cost-per-action and 81% lower cost-per-site-visit.

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