AccuWeather delivers enhanced value to advertisers with DoubleClick for Publishers + Google Analytics 360
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- DoubleClick for Publishers
- Google Analytics 360
Tech Stack
- DoubleClick for Publishers
- Google Analytics 360
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Telecommunications
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
AccuWeather is a company that provides 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 forecast monitoring and assessment company. The company is headquartered in State College, Pennsylvania. Every day over 1.5 billion people rely on AccuWeather to help them plan their lives, protect their businesses, and get more from their day. AccuWeather provides up-to-the-minute forecasts on smartphones, tablets, connected TVs as well as via radio, television, and newspapers around the world.
The Challenge
AccuWeather, a company that provides real-time weather news and information to more than a billion people worldwide, wanted to provide additional value to advertisers and boost ad revenue on its website. The team wanted to better understand the weather needs of visitors so that they could match them with more specific and relevant messages from ad partners. However, before linking their DoubleClick for Publishers (DFP) account with Google Analytics 360, AccuWeather couldn’t easily see the intersection of this data or how the behavior of various website visitors affected its revenue.
The Solution
AccuWeather linked its DoubleClick for Publishers (DFP) account with Google Analytics 360. DFP is used to manage and serve ads across its entire website, while Analytics 360 helps it understand user behavior on its website. When the AccuWeather team linked the two accounts, DFP metrics like revenue and CPM began to flow directly into its Analytics 360 account. This integration gave the team unique insight into the value of certain audience segments for different advertiser verticals. For example, they were able to see that 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 Turks & Caicos and Barbados.
Operational Impact
Quantitative Benefit
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