Campaign objectives
spiked aimed to deeply understand its audience for better engagement.
Utilising Acxiom Infobase® insights for advertising success at spiked
Understanding and effectively communicating with readers
In today’s digital age, consumers are inundated with a constant stream of marketing messages, making it challenging for businesses to stand out. Smart customer intelligence can provide a significant edge in improving engagement. spiked, a distinguished current affairs magazine, recognised they needed to understand their audience better and embarked on a journey to gain deeper insight into its readership. This case study delves into how spiked utilised Acxiom’s InfoBase to profile their readers to overcome these challenges by refining its advertising strategy and achieving better results.
spiked boasts a rich 23-year history as a digital current affairs magazine. However, the digital landscape is dynamic, and staying relevant requires understanding the audience on a granular level. Vivien Regan, the Operations Director at spiked, shared some critical challenges the magazine faced:
1. LACK OF AUDIENCE INSIGHT
While the magazine is freely accessible, the team needed a deeper understanding of their demographics, lifestyles, and behaviours.
2. IDENTIFYING RELEVANT ADVERTISERS
To sustain its operations and revenue, the magazine needed to identify potential advertisers whose products or services aligned with its readers’ interests and preferences.
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Approach
They partnered with Acxiom and InfoBase to profile their readers, gaining insights into their demographics and behaviours.
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Results
Using InfoBase, spiked quickly received valuable audience insights which they incorporated into their advertising strategies.
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Key stats
spiked got their report in under a week and effectively attracted advertisers aligned with their audience.
