Extending Audiences to Engage Foodies Everywhere
Reader’s Digest launched an exciting new product line called Taste of Home certified products. With limited scale on our sites, we wanted to reach food enthusiasts in engaged environments and knew LiveIntent could provide this audience. On top of that, we were able to utilize our 1st party data to hit known fans of Reader’s Digest & Taste of Home.
VP, Chief Sales Officer
Founded in 1922, Reader’s Digest strives to enrich the lives of readers through a unique stream of content that inspires, informs and entertains on a personal level. Their editorial pillars cover health, family, heroes, humor, home and food, with Taste of Home recognized as one of America’s top cooking magazines, appealing to foodies everywhere.
They were about to bring to market an exciting new line of Taste of Home products. While their print audience base was large, their dot-com had limited scale at the time.
Their goal was to extend the reach of their campaign beyond just their owned and operated properties to make sure every subscriber was aware and in the loop.
Reader’s Digest worked with LiveIntent to implement a people-based audience extension program that combined their subscriber audience data with third-party Prizm and category segments to reach their ideal audience while they were devouring other culinary content like Real Simple, Better Homes & Gardens, and Martha Stewart’s Living.
The audience extension program was able to increase scale by leveraging LiveIntent’s premium email inventory in specialized verticals that mattered most to Reader’s Digest, resulting in a 117% lift in conversions, 20% lift in clicks and 70% greater efficiency compared to performance within owned and operated media channels.