Asking the right questions
Everybody talks about the weather, but AccuWeather does something about it. The company brings real-time weather news and information to more than a billion people worldwide through its website and popular suite of apps. In 2015, AccuWeather was ranked number one for accurate high temperature forecasts by ForecastWatch, a leading third-party weather monitoring and assessment company.
To provide additional value to advertisers and boost ad revenue on the AccuWeather website, the team needed to understand the specific weather needs of visitors so it could deliver more relevant messages from ad partners.
To achieve that goal, the company linked its Google Ad Manager 360 account with Google Analytics 360.
AccuWeather uses Ad Manager 360 to manage and serve ads across its entire website, while Analytics 360 helps it understand user behavior on its website. Before linking these two systems, AccuWeather couldn’t easily see the intersection of customer behavior and revenue.
But when the AccuWeather team linked the two accounts, Ad Manager 360 metrics like revenue and cost per thousand impressions (CPM) began to flow directly into its Analytics 360 account. The team suddenly got better, faster analysis of those vital numbers.
“We learned some of the pages that had higher values by themselves were either one page sessions or exit pages. We weren’t maximizing revenue from those sessions. In addition, certain routines had a much higher value overall,” says Director of Ad Strategy & Audience Development at AccuWeather, Steve Mummey.
Creating unique advertising opportunities
AccuWeather found that integrating Ad Manager 360 and Analytics 360 gave its team a unique insight into the value of certain audience segments for different advertiser verticals. For example, when reviewing its combined reporting on a country-level basis, AccuWeather saw that on average revenue per 1,000 sessions rose by 45% when two new companies began advertising on AccuWeather.com. This revenue increase was driven by users who were actively in-market to travel and were looking at weather in “exotic” locations such as the Turks & Caicos Islands and Barbados.
With insights like these, the team has been able to create better advertising packages with high-value segments that sales teams can sell directly to or through programmatic marketplaces like Ad Manager 360.
Customizing advertiser goals
The integration of Ad Manager 360 and Analytics 360 is helping AccuWeather advertisers in other ways. For instance, one of its advertisers, a health-related consumer product, wanted to survey users who had seen its ads on AccuWeather’s website. AccuWeather used Analytics 360 to build a custom audience, blending those who had been shown that company’s ads on its website with location-based insights to reach the right users.
AccuWeather shared this audience with its Ad Manager 360 account, which delivered the survey to that select audience. That’s how the advertiser learned that those who saw its ad on AccuWeather.com were actually 6.5 times more likely than the typical user to buy its product within the next 30 days. It’s no surprise this advertiser is making additional ad buys with AccuWeather this year.
The integration of Ad Manager 360 and Analytics 360 gives AccuWeather real-time visibility to the next level of campaign performance insights, and it’s helping us make better advertising decisions.
, Director of Ad Strategy & Audience Development, AccuWeather
A bright outlook
The winning combination of Ad Manager 360 and Analytics 360 has given AccuWeather a deeper understanding of the needs of its users. All in all, users are getting a better experience, the company is making better advertising decisions, and AccuWeather’s revenues are rising.
The key, Steve says, is communication: “Now that two somewhat different worlds have merged — ad sales with ops and product analytics — it’s important that both sides understand the metrics in each platform.”