Like many publishers in today’s climate, Apartment Therapy, a lifestyle publishing company focused on home, is constantly looking for innovative ways to appeal to today’s buyers and boost ad spend. As the industry stands today, more than 70% of all marketing dollars are swallowed by the walled gardens, leaving publishers in a continuous search for additional revenue streams and tools to incentivize ad spend.
Solution: Boosting ad spend with post-auction discounts
Index helped Apartment Therapy capture incremental agency spend via a new media owner-controlled programmatic deal feature called post-auction discounts. Introduced to Apartment Therapy in February 2020, post-auction discounts provided an incentive for buyers to boost their spend on the publisher’s site. Publishers can use the feature to encourage select media buyers to spend more through a negotiated discount rate, with the expectation that the buyer will spend more on that publisher’s inventory. Post-auction discounts are designed to work with all header bidding supply, with transparent reporting verifying the benefit to buyers.
Results: 1,011% increase in private marketplace spend
Apartment Therapy saw a 1,011% increase in private marketplace spend from one key media buyer after implementing post-auction discounts. March 2020 revenue numbers were among the highest Apartment Therapy had ever seen, despite difficult industry circumstances due to COVID-19.
Read more about how we helped Apartment Therapy, or to find out how we can help, contact your Index representative.Back to blog