Alerian MLP: Data Integration Ads

Problem

After launching a blog on their website, Alerian MLP’s traffic didn’t line up with engagement even after investing in digital promotion. Instead of overhauling the essential hierarchy of Alerian MLP’s website, they approached us to create a new digital strategy—one that actually worked.

Solution

If Alerian MLP wanted their blog to be top of mind, their blog’s content needed to be upfront: our media team worked with our third party ad server to develop an ad unit that included a real time feed with the blog’s latest headlines, creating a seamless connection to their content. By establishing a clearer connection, it ensured that any user clicking the advertisement was already interested in the blog’s content—these users arrived to engage.

Results

Users who came to the Alerian MLP site from the content integration ads spent 111% more time on the site compared to the previous creative, they view 26% more pages than an average user and they have a 9% lower bounce rate. Users of the content integration ads also return to the Alerian MLP site 30% more than people who visit organically.