About United Media
United Media is a powerhouse in the B2B media and events space, headquartered in London. They specialize in building large-scale industry media products and world-class conferences across sectors such as Insurance, HR, Private Equity, and Retail. Through brands like Insurtech Insights and HRtechX, United Media connects thousands of high-level executives globally, providing a platform for industry-leading content, networking, and digital advertising.
The challenge
As United Media rapidly expanded its portfolio of industry-specific media brands, they faced a complex data challenge. Each conference and digital outlet operated as a separate entity, leading to fragmented audience data and inconsistent tracking across their various platforms. This “siloed” approach made it difficult to provide sponsors with a holistic view of their campaign performance and hindered the team’s ability to execute precision-targeted programmatic advertising across their entire network.
The solution
We partnered with United Media to deliver a Comprehensive Digital Ecosystem Integration, moving them toward a “data-first” operational model.
We implemented a centralized Data Management Platform (DMP) that aggregated first-party data from all their conference registrations and digital readerships into a single source of truth. Leveraging this data, we transitioned their ad-buying to a Programmatic Media-Buying Platform, allowing them to offer sponsors highly targeted “act-alike” audience profiles.
Furthermore, we modernized their internal communication by integrating Advanced Digital Analytics dashboards. This provided their sales and content teams with real-time insights into audience engagement, allowing for agile adjustments to campaign strategies and content delivery during live events.
The results
The digital transformation has allowed United Media to scale its operations with unprecedented efficiency. By leveraging unified data, they have seen a 25% increase in lead conversion rates for their primary sponsors.
The ability to offer pinpointed targeting—down to specific job titles and industry sub-sectors—has made their digital inventory more valuable, resulting in a significant boost in annual advertising revenue. With a streamlined, data-driven framework now in place, United Media is perfectly positioned to continue its aggressive global expansion.
“Integrating our digital platforms has changed the way we view our audience. We can now offer our partners a level of targeting and insight that was previously impossible. It has not only improved our internal workflows but has fundamentally enhanced the value we provide to the global industries we serve.”
