Sparkline Shows Leading Indonesian Publisher, Kaskus, How To Increase Engagement & Revenue For Mobile Customers
KASKUS is a leading user-generated content publisher in Indonesia where users exchange information and buy / sell goods on forums. More than 90% of KASKUS users are Indonesian – of which most are young men. As of April 2015, KASKUS has at least 28 million unique users each month, making it the largest user-generated content publisher in Indonesia.
KASKUS wanted to serve its users relevant ads to their age, gender and interests so as to create better user engagement and higher-quality traffic for advertisers. Furthermore, they wanted to users who have shown interest in mobile devices and were more likely to purchase them.
KASKUS reached out to Sparkline in order to create a Google Analytics 360 segment for “Mobile Intenders.”
Sparkline was able to show the KASKUS team a fresh way to approach the challenge: Create a powerful new Google Analytics 360 segment for Mobile Intenders and ensure that it can be targeted within DoubleClick For Publishers (DFP)
In order to leverage their own audience data to serve the most relevant ads, Sparkline devised for Kaskus the following steps.
1.Set up Analytics 360 to collect valuable first-party data using Custom Dimensions. This feature enabled them to analyze data that Analytics 360 did not collect with a default implementation, such as Thread Id (unique forum thread identifier) and Forum Section (groups similar forums into sections such as Android and The Lounge).
2.Conducted a segmentation analysis by looking into the Analytics 360 data to understand user behavior on site through their interaction with mobile-focused forums. One particular segment emerged as potentially valuable, users actively searching for and discussing mobile phone brands and features for future purchase. Using Analytics 360 segmentation capabilities, KASKUS created an Audience of “Mobile Intenders” .
3.Last, using the Analytics 360 Audience Sharing feature with Doubleclick For Publishers (DFP), the “Mobile Intenders” segment was shared with DFP Audience (and Doubleclick Ad Exchange) where advertisers are able to bid on the audience-targeted inventory directly.
The new audience KASKUS created in Analytics 360 was in high demand by advertisers and as it is available on DFP Audience, it can be targeted by programmatic advertisers, particularly by handset brands seeking to win consideration from users intending to purchase a mobile phone.
Sparkline were able to show KASKUS that by using Google Analytics 360 and DFP Audience together they could achieve a twofold CTR uplift and more than triple CPM on audience-targeted Ad Exchange inventory when compared to open-auction inventory.
To learn more about how KASKUS achieved those results read the full case study.