Opinary: What challenges did you encounter when collecting your own audience data?

Doug Farrell: “As a digital publisher, we historically engaged in a one-way communication with our readers and essentially published our content in a broadcast fashion. We obviously garnered feedback in the traditional manner via our engagement analytics and insight data. However, when it came to commercial advertising messaging, it was much more difficult to gauge dimensions like purchase intent and brand perception.

What did you want to achieve by working with Opinary?  

We had already worked closely with Opinary to bolster editorial engagement. From a commercial perspective, we wanted a way of engaging with our users, and providing our advertisers with deep insights and the ability to retarget these engagements. 

How did Opinary’s data help you overcome your challenges and achieve your goals?  

We worked closely with the Opinary team to develop a first in-market, bespoke, data led engagement offering. Essentially, we integrated our audience data segments with the Opinary poll platform, allowing us to create a two-way conversation between potential customers and our advertisers across our site network.  

How has Opinary’s data been most useful for you? 

The standout feature of our partnership has been the ability for us to leverage the Opinary poll data, ingest it, and match this data in our data management platform (DMP). This allows us to dynamically retarget and engage with users that have demonstrated purchase intent or brand engagement.

Daily Mail Group’s Success in Numbers

Did you see improvements in how your audience interacts with your content after using Opinary’s polls?

We saw an increased engagement across our campaigns, with a 60% uplift in CTR, an 80% uplift in brand engagement and an uplift in CPM of 40%. We also used the poll and audience retargeting strategy to drive substantial registrations for live and virtual events for a financial advertising partner. 

This helped us drive the highest quality leads and resulted in strong client conversations. Opinary helped us prospect for users who were ‘in-market’ for our clients’ products and, in turn, led to a very successful advertising partnership.

What’s the biggest advantage you’ve gained from partnering with Opinary?

Being able to demonstrate intent, engagement, target, and retarget our users has provided us with a strong competitive advantage in the advertising market. It has also enabled us to leverage our extensive audience data segments in a more meaningful manner. Ultimately, our partnership has enabled us to win more pitches.”

The interview was held on 08 July 2024 in written form

Curious to learn more?

Watch Opinary’s webinar with Doug Farrell and Permutive on “Boosting ad revenue using first-party signals from in-article polls”.