Weight Watchers weighs in on their success with Google Publisher Tag and DFP
January 15th, 2014 | Published in Google DoubleClick
A top name in weight loss and healthy living for 50 years, Weight Watchers serves over 140 million ad impressions a month at WeightWatchers.com.
Weight Watchers began using the Google Publisher Tag (GPT) in 2012 once they upgraded to the DoubleClick for Publishers (DFP) ad server. They were hoping for better targeting, but they got much more.
Higher ROI, happier advertisers
With up to five levels of targeting hierarchy, GPT let Weight Watchers improve its targeting and end manual re-tagging. The results have been strong with Click Through Rates across all standard display ad units are up 13%, and for leaderboards up 76%. Advertisers are loving the performance and Weight Watchers now runs four times more monthly campaigns with advanced targeting than with basic demographic and geo-targeting.
With up to five levels of targeting hierarchy, GPT let Weight Watchers improve its targeting and end manual re-tagging. The results have been strong with Click Through Rates across all standard display ad units are up 13%, and for leaderboards up 76%. Advertisers are loving the performance and Weight Watchers now runs four times more monthly campaigns with advanced targeting than with basic demographic and geo-targeting.
100% boost in operational efficiency from DFP
"I would actually say we've had a 100% increase in efficiency," says Jordan Tuck of Weight Watchers. Campaign setup is faster, and new features like the ability to update multiple line items on the same page save even more time later.
30% rise in indirect inventory earnings
With the move to DFP, Weight Watchers benefited from Dynamic Allocation with DoubleClick Ad Exchange (AdX) to monetize indirect inventory. Their indirect inventory rates are up 30% year-over-year, and the clickthrough rate is 2.5 times higher than it was before AdX. AdX now has 70% share of their indirectly sold inventory.
Weight Watchers helps its customers "move the needle," and DFP and AdX have helped them do the same with their own online properties.
Read the full Weight Watchers story »
Weight Watchers helps its customers "move the needle," and DFP and AdX have helped them do the same with their own online properties.
Read the full Weight Watchers story »
Posted by Yamini Gupta, Product Marketing Team