Pub­lish­ing com­pany Post­media reaches mil­lions of Cana­di­ans each day via print, online, dig­i­tal, and mobile chan­nels. To help adver­tis­ers con­nect with their audi­ence Post­media imple­mented Adobe Audi­ence­M­an­ager in Adobe Mar­ket­ing Cloud.

The Post­media team sought a cost-effective solu­tion to improve audi­ence seg­men­ta­tion to help adver­tis­ers con­nect with more eas­ily with high-value cus­tomers. Post­media also wanted it to inte­grate read­ily with exist­ing solu­tions, includ­ing Adobe Ana­lyt­ics in Adobe Mar­ket­ing Cloud and third-party data sources.

We are cap­tur­ing cus­tomer insights that we pre­vi­ously could not access,” says Jeff Clark, vice pres­i­dent of audi­ence and ana­lyt­ics at Post­media. “By com­bin­ing Adobe Ana­lyt­ics with Adobe Audi­ence­M­an­ager, we are max­i­miz­ing the reach of our adver­tis­ing inven­tory and find­ing the best audi­ences for adver­tis­ers across any one of our sites.”

Since imple­ment­ing Adobe Audi­ence Man­ager, Post­media increased click-through rates for tar­geted ads by up to 200%. The com­pany is also able to allo­cate dig­i­tal ad space more effec­tively within its net­work of pub­li­ca­tions, which helps adver­tis­ers reach the most recep­tive audi­ences.  http://​adobe​.ly/​1​r​b​C​7m9

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