Newsquest Scotland’s online news and classified S1 portfolio now reaches an impressive 5.3m* monthly unique users.

An emphasis on National and Local breaking news, sport and specialist content, with a key emphasis on video, hyperlocal and social, has helped our dynamic team to deliver this Newsquest Scotland personal best.

Despite a crowded Scottish news media marketplace, Newsquest Scotland continues to accelerate growth both through it’s National titles and Newsquest Weeklies. The alone exceeded 1m monthly uniques for the third time in 4 months, delivering over 1.3m* monthly uniques in January 2016.

This demonstrates a growth rate of +50% y.o.y. and +41% m.o.m.* for the title, with also demonstrating strong monthly and annual double digit online unqiue user growth.

*Source: Omniture analyitcs January 2016

Behavioural targeting

Behavioural targeting is a way of serving adverts based on a visitor’s behaviour online. We use information collected anonymously from an individual’s web-browsing behaviour, such as the pages they have visited or the searches they have made. Our technology then breaks down the visitor information into a number of discrete channels using ‘Audience Science’ technology. Each channel is then analysed and a virtual profile is created. These profiles are then targeted with timely and relevant advertising based on the visitor’s habits across our network of news and information websites and those of our partner websites.

Audience-centric targeting

When driving key performance advertising we have the ability to focus on visitors and their specific habits, and then apply this insight to our geographically based websites. This presents us with a unique proposition and the ability to target users, and pinpoint where they are based, without having to rely on IP targeting.

Our categories

Our audience segments are the same as our contextual advertising, so we can run both in tandem and streamline a client’s booking process.

  • Automotive
  • Business
  • Finance
  • Lifestyle & Shopping
  • Travel
  • Technology
  • Sports
  • Entertainment

Contextual targeting

As you would expect from a news focused organisation we publish a wide variety of news, sport, leisure, business and education articles across our site network every day. In fact we upload in excess of 50,000 articles each month. The subject of these articles can be understood at a very basic level such as News, Sport or Leisure and targeting on this basis can work for large sponsorship campaigns, however the real key to making a campaign work for you is matching the advertiser to the specific content of the article.

Contextual targeting allows us to categorise every article we write. Each article that is written is parsed on entry into our editorial system; we look for keywords, specific phrases, repetition and general themes and then assign an advertising category to the article which you can then target.

When the article is read by one of our users the advertising category ID is pre-defined and associated to that article. This ID is then passed to our advertising server and a relevant targeted advert is returned, all within a hundredth of a second.


Contextual campaigns across our site network have generated a three fold increase in Click Through Rate (CTR). We recently ran a Dementia campaign contextually by using the health category ID. We then targeted ads to this category as well as running identical creative run-of-site as a placebo. The contextually targeted advert was 3 times more effective in terms of Click Through Rates compared to the standard ROS activity.

Our categories

When booking an online advertising campaign, you need to select the most suitable contextual group from the following options. Each category is made up from a minimum of 50 words of phrases, avoiding duplication, pronouns and crossover.

  • Arts & Ents
  • Automotive
  • Beauty
  • Business
  • Career & Jobs
  • Education
  • Family
  • Fashion
  • Finance
  • Food & Drink
  • Government
  • Health
  • Hobbies
  • Home & Garden
  • Movie
  • Pets
  • Sport
  • Travel

An important feature is our unsuitable category which immediately filters out the most shocking news stories with its heavy weighting. On top of using our carefully created categories we can also create bespoke ones on a per advertiser basis – in fact the easiest way is to use a client’s existing search engine paid search keywords. We can then demonstrate how our response compares against standard pay per click campaigns.

Demographic targeting

Quantcast provide real-time targeting technology which is used by leading agencies, marketers, publishers and ad networks in the US and UK. Quantcast collect data on some of the top sites in the US and UK and reach the majority of the UK online population. Targeting according to demographic attributes, for example age, gender and income as well as household make up (children in the home) and education level. Newsquest Digital qualified the accuracy of the data with a test survey.

How does it work?

The Quantcast tool anonymously identifies audiences across the web and categorises them into gender, household income, education level and age groups.

Newsquest Digital then match the Quantcast model and serve your commercial message to these groups of audience on the Newsquest network of sites.

How does it benefit advertisers?

Advertisers can target audiences based on models that reflect their desired customer. This leads to a much more targeted ad campaign that will deliver significant increased response and conversion with little waste.

Across our network, or per site, we can index against the national average and specifically target to the desired age, income, gender of the target audience.

Across all the segments, when demographic targeting is applied the average lift in index is 130%, that means by using the demographic targeting you are 2.3 times more likely to deliver your advertising message to the desired audience.

Here is a list of the demographics we can target against


  • Male
  • Female


  • 18 – 24
  • 18 – 34
  • 18 – 49
  • 25 – 54
  • 35 – 54
  • 55+

Household Income

  • £50k +


  • University+


  • Mums
  • Parents


  • Females 18 – 24
  • Females 18 – 34
  • Females 18 – 49
  • Females 25 – 54
  • Females 35 – 54
  • Females 55+
  • Males 18 – 24
  • Males 18 – 34
  • Males 18 – 49
  • Males 25 – 54
  • Males 35 – 54
  • Males 55+

    Meteo targeting

    Meteo targeting is a new method of targeting adverts based on the weather.

    It means we can tailor our commercial messages to specific weather conditions – for example, serving adverts for breakdown cover when it’s frosty or sunglasses during a heatwave.

    When is there a need for Meteo targeting and when is it relevant?

    The weather is constantly changing and is different across all parts of the country, so there is always a need to send potential customers a message based on the weather. The weather not only affects travel, activities and plans but also people’s moods – this can be one of the most important factors on sending a potential customer a relevant targeted message. The weather is always relevant and tailoring an advertising message to the weather can be as important as contextually, demographically or behaviourally targeting a user.

    How does it work

    We pass the latest weather information into our ad server, be it sunny, rainy or snowy. Our ad server recognises what the keyword is and requests a relevant advert to be served. We target a specific creative to the weather type and the advert is displayed. This can happen across the entire portfolio of Newsquest websites in England and Wales, again allowing us to target against various weather conditions, making it not only relevant to weather but to the local area as well.


    We can target across all websites, we have created a specific sponsor position under the weather panel. This weather panel delivers on all pages of our sites other than our classified search sections. We can also use any other ad position on the page and target it in the same way.


    The reason why we created meteo targeting on our sites was for a number of reasons. We want to serve our users the most relevant advertising as possible. We know our advertisers will also get a better response with more relevant advertising. The weather can change quickly and can catch people out. For example the snow can cause all sorts of delays or problems in travelling – at times people cannot get to work. We can allow our ad server to be as reactive as the weather, so as soon as the weather changes so can the advertiser message.

    So we deliver relevant advertising, with no delays – whatever the weather. The immediate opportunities to potential advertisers may be automotive – target soft top cars to sunny weather, 4x4s to snowy weather, home services for heating or boilers or services for frozen pipes in the cold snowy weather, and solar panels in the sunny weather, travel – a get away from the rain message, breakdown cover or winter service, sun cream or sunglasses for the sun, even retail for clothes – jumpers for the cold, T-shirts for the sunny times.

    Possible Weather Conditions

    Passed to OAS

    Fair, Mostly Clear, Clear Spells, Broken Cloud Fair
    Sunny, Mostly Sunny, Sunny Spells Sunny
    Light Showers, Moderate Showers, Heavy Showers Showers
    Drizzle, Patchy Drizzle, Freezing Drizzle Drizzle
    Thunderstorm, Isolated Thunderstorm Thundery
    Overcast Overcast
    Rain, Light Rain, Heavy Rain, Light Freezing Rain, Squally Rain
    Heavy Sleet, Light Sleet, Light Sleet Shower, Heavy Sleet Shower, Ice Pellets Sleet
    Hail Shower, Heavy Hail Shower, Light hail Shower Hail
    Light Snow Showers, Heavy Snow Shower, Snow Grains, Light Snow, Heavy Snow, Moderate Snow, Drifting Snow Snow
    Fog, Fog Patches, Dense Fog, Freezing Fog Fog
    Mist Mist
    Cloudy, Mostly Cloudy Cloudy


    Once we have identified the desired visitor profile, we can then re-target them outside of the initial data capture point. For example, we can monitor those users searching for legal jobs, immediately target them with legal job based advertising, and then, subsequently, re-target the advertising when the user returns to the site, regardless of which section of the website they are visiting at the time.


    Post-impression analysis

    Display advertising is a mixture of direct response and branding. However the only metric that is traditionally measured is the Click Through Rate (CTR) which ultimately only tells us the impact of the direct action. Post-impression tracking allows us to track visitors who come to our site but who do not click an advertisement when it is served to them. We can also track visitors that don’t click advertisements but still end up on the client’s site.

    Post-impression (or post-view) tracking monitors a visitor’s activity from the point that the campaign creative is viewed (via a cookie). If the visitor subsequently returns to your site without clicking the advert the conversion is assigned to the specific advert delivered via the Newsquest network.

    This type of browsing habit has previously been largely ignored but tracking it enables you to gain more accurate campaign statistics (typically 40% higher than CTR alone) and more demonstrable Return on Investment (ROI), particularly with brand awareness campaigns.


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