CASE STUDY | MEDIA & ENTERTAINMENT
USA TODAY raves about ROI with retargeting
USA TODAY, a widely circulated national daily newspaper, has grown its online presence
in response to the changing way readers consume the news. Since print drives most of
their recurring revenue, USA TODAY wanted to convert highly engaged online viewers
into loyal, paying customers by promoting print subscriptions.
At a Glance
Industry: Media & Entertainment
Location: Virginia, US
Use Case: Creative Testing,
Acquisition Marketing
Products Used: Site Retargeting,
Retargeting on Facebook Exchange
Results
65% below CPA goal
Elite SEM, USA TODAY’s digital advertising agency, worked with AdRoll to create a
retargeting campaign to convert frequent readers on USA TODAY’s website into print
subscribers. AdRoll served ads across Facebook and the web to engage recent viewers
with promotional discounts and a free trial of the e-newsletter for readers who signed a
long-term subscription contract.
Retargeting also let USA TODAY quickly launch time-sensitive deals that offered the
same advertising experience both online and offline. Chris Michalak, Senior Account
Executive at Elite SEM, comments, “Retargeting has proven effective in converting online
views into print subscribers. It has also maintained a lower cost-per-lead than other
channels like traditional display on Google’s network or expensive paid search keywords.
With AdRoll, we’ve been able to hit 65% below our target goals.”
972 Mission Street, 3rd Floor San Francisco, CA 94103 1.877.7AdRoll sales@adroll.com
www.AdRoll.com
CASE STUDY | MEDIA & ENTERTAINMENT
Campaign management and optimization made easy
With set budgets and KPI targets to meet, USA TODAY used the AdRoll platform for
creative testing and rapid iteration. Working closely with Elite SEM, USA TODAY tested
different offers, ad copy, images, and color treatments to determine what drove the
highest performance.
Based upon each ad’s performance, the AdRoll algorithm programmatically optimized
display preference to promote the highest performing ads more often, reducing the
time required for campaign management. Michalak comments, “As an agency with
limited resources, I appreciate that I can log into the dashboard and easily create new
ads, or pause or re-activate existing ads within seconds. I know I can count on AdRoll’s
proprietary technology and account managers to optimize my campaigns and save me
the time I would otherwise spend managing every detail.”
972 Mission Street, 3rd Floor San Francisco, CA 94103 1.877.7AdRoll sales@adroll.com
www.AdRoll.com