Case Study: Vox Media achieves 45% better ad performance, 56% higher interaction and 42% higher attention quality with Salesforce Marketing Cloud (Audience Studio)

Audience Studio Helps Vox Media Drive Superior Advertising Performance

Vox Media, the digital publisher network behind brands like The Verge, Vox, SB Nation and Eater that reaches hundreds of millions of people each month, faced a common marketer problem: how to deliver high-impact, premium ad units with precise audience targeting at national scale. To address this gap it launched Concert with NBCUniversal to pool premium inventory, but still needed better data-driven targeting to make those campaigns perform.

Vox expanded its prior implementation of Audience Studio to power Concert’s targeting, combining first-, second- and third-party data and enabling data collaboration with NBCUniversal to build unique audience segments. The solution delivered strong results for an early multinational advertiser: Concert-targeted impressions produced 45% better overall performance, a 56% higher interaction rate and 42% higher attention quality versus untargeted impressions.

Vox Media

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