As one of the first newspaper websites to be launched in conjunction with a printed newspaper (The Virginia Pilot), PilotOnline.com, based in Norfolk, VA, reaches approximately 1 million monthly unique visitors in the Southeastern United States. Like many local newspapers, they wanted to put their valuable first-party data to work to increase revenue and drive sales, with a goal of increasing sell-through of their advertising inventory.
PilotOnline.com selected Lotame as their data management platform to enable them to collect anonymous information about their site visitors, including what type of content they enjoy reading most, what topics their readers engage with and increase time on site, and other interests or behaviors to help drive their editorial team’s decisions. Overall, the strategy was to increase time on site, and increase the number of ad opportunities to sell, leading to more revenue.
After partnering with Lotame’s DMP, PilotOnline.com was able to achieve 100% sell through of their media inventory for the first time in 20 years! Fill out the form below to access the case study and find out more!