Local News Publications (LNP) produce 3 hyperlocal publications in both print and digital formats, reaching more than 120k residents each month. LNP has a successful print advertising business, and were running some digital ads that were hardcoded across their websites along with AdSense in some areas.

LNP have a significant digital audience, accessing content predominantly via mobile devices. LNP wanted to improve their digital advertising understanding, launch a streamlined way to run digital ads, and expand their commercialisation opportunities.

Education and understanding of what LNP should implement and why, along with the development requirements were the initial focus of the engagement. Via the group training sessions as part of the 2023-4 Google News Initiative Advertising Lab, as well as 1:1 consulting sessions with Google Reseller and Google Certified Publishing Partner A&A , LNP's digital knowledge expanded significantly, leading to increased comfort in making decisions around the selection of ad tech and its implementation.

LNP were running ads on their websites via AdSense and hardcoded ads. The program saw them move to GAM + AdX via MCM. The focus was on ensuring that best practice ad standards were adhered to in regard to which ads and where they were placed, along with ensuring lazy loading was implemented to guarantee high viewability. This provided LNP with the best opportunity to monetise their inventory effectively.

Once their ad tech was live, A&A were able to determine the amount of inventory available for sale, and work with the LNP team to create sponsorship packages that were tiered by Share of Voice, time frame, and were accessible for local advertisers. This created advertising opportunities on their digital assets which could sit alongside the traditional print offerings.

AdX provided the opportunity for any unsold inventory to be filled with the best possible quality open marketplace demand, where floor pricing and category management are important factors for LNP.