Challenge

News Corp Australia believed that the audiences who regularly engaged with news content would be the most receptive to their emotive ‘behind the stories’ content campaign based on internal research. The goal was to increase engagement of news articles and acquire new subscribers with the content.

Solution

Mobile data identified an audience segment of 1.1m devices that regularly engaged with news apps. The historical and real-time movement patterns of these devices were used to target particular screens at particular times of day where that audience was most likely to be present at high concentrations.

Results

Using VMO programmatic activation dramatically increased on-target reach, with Mediacom estimating 4.6x more on-target impressions than a traditional OOH booking.