Conversant Media Scales Their Reach Cost-Efficiently

Background
Conversant Media is an Australian-based media company producing premium online publications across sports and pop culture and focusing on high quality targeted editorial and user-generated content. Its first publication, Lost At E Minor, inspires its readers through content contributed by a worldwide team of writers from the worlds of art, music, photography, fashion, film and more, and while it has successfully engaged a large audience of readers, it is now looking to expand its reach and find new relevant audience in its key markets

               

Challenges

  • Scale and grow the reach of Lost at E Minor in a cost efficient way
  • Increase brand engagement by driving a captivated audience in a native and non-intrusive manner
  • Guarantee reach and engagement for integrated content campaigns of brands across Australia, UK and USA
 

Solution

Lost at E Minor amplified its enriching content with Outbrain across its network of premium publishers in target markets on a pay-per-click (PPC) basis. Links to Lost At E Minor appeared on major publisher sites as links ‘FROM AROUND THE WEB’, which allowed Conversant Media to tap into a new, highly engaged, audience and have them discover Lost At E Minor content natively. Throughout the campaign, Outbrain’s team focused on reducing the cost-per-click by optimizing the campaign and focus on sites which referred the most engaged audience.

 

Results

Outbrain outperforms in all engagement and price efficiency parameters:
  • 42% better bounce rate than StumbleUpon and 33% better than Facebook
  • 172% more pages per visit compared with Google and 267% more compared with StumbleUpon
  • 2.6 times higher average visit duration than the general site average engagement with 20% increase in page views after the click
  • 20 times lower cost-per-click (CPCs) compared to other channels and for much higher quality of readers

                    

Having links to our content appearing directly on premium publisher sites helped us grow our reach, establish our brand, and develop a growing community of active readers. Outbrain is quite simply the perfect and by far the best product for amplifying our content and building our business.
Zac Savos, Co-Founder and Managing Director, Conversant Media

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