Case Study: Forbes achieves new-customer growth and a 50% CTR lift with Quantcast insights

Forbes invests in prospective new customers and drives revenue growth

Forbes, a global media, branding, and technology company focused on business and investing news, faced a challenge from a key investment advertiser seeking to reach high-net-worth individuals (HNWIs) who would only align with money and investing content. Forbes needed to identify which channel would best match the client’s audience demographic to expand reach without diluting brand fit.

Using Quantcast audience insights, Forbes found its Lifestyle channel had an investing mindset—HNWIs were 5x more likely to be a new mortgage customer, 2x more likely to have a household income of $150K+, and nearly 3x more likely to be interested in investing than the average internet user. Placing ads in the Lifestyle vertical delivered a 50% increase in CTR and a 24% increase in interaction rate, enabling Forbes to prospect new customers and exceed the client’s goals.

Forbes

Alyson Williams

Vp Digital Business Strategy & Operations