Making the most out of earned media: When The New York Times wrote a feature about its brick and mortar store, The Apartment, titled “It’s a Home. It’s a Shop. It’s…,” The Line was also able to use Outbrain to extend the reach of the story to digital audiences browsing other sites. Thanks to Outbrain’s conversion pixel, The Line was able to track purchases that originated from the story – one of which amounted to $28,000.Patience is a virtue: Moving a site visitor from their initial click on a headline to a conversion at a future date is a process that can take time and multiple visits. For visitors who did convert through the email sign-up form or a purchase, the average amount of time between their first click on The Line’s content and their conversion was 27 days. Nearly a month!Optimizing for Efficiency: Using Outbrain’s Demographic Market Area (DMA) targeting feature, The Line is better able to control where, geographically, their content hits consumers, and in doing so increase the efficiency of their spend.