CASE STUDY

Our content changes attitudes. It sent people to social reviews and catalogue pages, and nine percent of those who saw the post bought the cosmetic within a week Motoko Imada CEO, Mediagene

How Mediagene cracked the code to targeted advertising

MEDIAGENE is a premium publisher ed ads for their advertisers. This in the Japanese market with sites increaded the value of their regular CLIENT such as Gizmodo, Lifehacker and and made their ad spaces premium. Mediagene Kotaku. The group is famous for swift publishing and quick adoption Utilizing Cxense technology, Medi- of online trends. With more than agene established Brand Connect, a KNOWN FOR 20 million unique users generating premium network for turning select Japanese versions of 145 million pageviews every month, branded content into a premium Gizmodo, Lifehacker Mediagene sought out advanced advertising solution for wide spread and Kotaku solutions to expand their network distribution. This native ad solu- and increase revenues. tion benefits from data generated by consumers, analyzed by Brand NUMBERS In Cxense, Mediagene found what Connect on the Cxense platform. 20 million unique users, they needed to bring their sites to 145 million pageviews the next level turning their content The wide spectrum of websites under per month into targeted content, and utilizing the Mediagene umbrella have very their audience data to serve target- different audiences. Most of their websites are tech oriented, while Another cross-site campaign for a others such as Glitty.jp are focused cosmetic brand utilized sponsored mainly on female audiences. What content generated by Mediagene’s these audiences have in common, is website Glitty in a news app. The a high responsiveness to sponsored response was tremendous, with a content also called native advertis- 44 percent increase in brand rec- ing. By utilizing sponsored content ognition for those who read the from a Mediagene site, and applying sponsored content post, and a 30 that content as a campaign in other percent increase in desire to buy media, a powerful advertising effect the promoted product. is put into motion. Data is key Success metrics With the Cxense DMP, Mediagene is Putting the Cxense DMP (Data Man- able to offer customers a wide array agement Platform) into action, Me- of premium advertising products. diagene created highly relevant Different sites and advertisers have segments and campaigns for a large different needs, and the Cxense DMP Japanese camera manufacturer. can accommodate the needs by The campaign consisted of arti- offering targeting solutions. cles, targeted towards readers as a sponsored post on Gizmodo. A The audience data needs a distribu- test ran to determine the causality tion platform to be successful. For between the sponsored content and Mediagene, the missing puzzle was purchase, showed that 36% of the laid into place with the Brand Con- camera purchasers had read the nect platform, powered by Cxense. Mediagene publishes sites such as sponsored post at Gizmodo. With this combination, Mediagene Gizmodo and Lifehacker in Japan, has taken a pole position in the race two of the leading tech sites in the to use big data for marketing. region, as well as non-tech sites.

ABOUT CXENSE

Using audience data and advanced real-time analytics, Cxense creates hyper-relevant content recommendations and targeted advertising that help increase digital revenue for businesses, and provide users with a better experience. In other words, Cxense helps companies gain more engaged and loyal users, higher advertising revenue, higher conversion rates and increased digital subscribership.

Cxense is a global company headquartered in Oslo, Norway, with offices worldwide. Customers include Dow Jones / Wall Street Journal, South China Morning Post, Bonnier, Polaris Media, AEON, Rakuten, Globo, Grupo Clarin, and many more. For more information: www.cxense.com, Twitter: @Cxense