Goal: Improving R.O.A.S.

A regional, cultural publisher with two-million monthly readers wanted to acquire more subscribers for their flagship title. Traditionally, new subscribers were acquired via direct mail and email. Due to diminishing R.O.I., rising postage costs, and plateauing email response, the publisher was in need of another channel to seamlessly integrate into their current marketing strategy to help support their existing channels.

Solution: ADvantage for Facebook

This regional publisher was drawn to ADvantage for Facebook for two reasons. First, ADvantage gave them the option to match the individuals receiving their direct mail piece to their Facebook profiles by name and mailing address. Once matched, Facebook ads would only be served to these individuals, making the coordination between direct mail and Facebook seamless. Second, since we knew who was on the mailing list, we could accurately perform a matchback to measure Facebook’s contribution to the overall campaign.

The resulting campaign combined the pinpoint targeting and measurability of direct marketing with the scale and reach of digital marketing.


Lift in Response Rate Over Direct Mail Alone
Increase in Return On Investment

"ADvantage’s appeal is the ability to target the exact prospects in our postal campaigns by name and mailing address on a huge digital platform like Facebook." - Consumer Marketing Director

Solutions Used

ADvantage for Facebook

Multi-Channel Marketing

Digital Matchback

Campaign Details

Ad Type(s): Static / Single Image
Placement(s): Desktop News Feed,
Mobile News Feed,
Right Rail
Length of Campaign: 30 Days

"We love what ADvantage adds to our campaigns and we can’t wait to test it on our reactivation efforts and sister publications." - Consumer Marketing Director

It's Time To Write Your Own Success Story